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Student Village Academy Forums CAREERS AND JOBS Skill Development Influencers Have Taken Over Marketing

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      Ayodeji adebayo
      Participant

      At the 2024 Cannes Lions International Festival of Creativity, the message was loud and clear: Influencers aren’t just part of the marketing mix anymore—they are the mix.

      For the first time, global ad spend on user-generated content is set to surpass spending on traditional, professionally produced media, according to the global president of business intelligence at WPP Media. It’s a landmark shift—and it’s happening right now.

      What’s Behind the Shift?
      Economic uncertainty has made brands think twice about big, flashy campaigns. It turns out, spending on platforms like TikTok and Instagram feels safer—and more effective—than dropping a fortune on traditional ad shops.

      “While it’s true that brands are starting to pull back on marketing budgets overall, the creator economy is booming,” said Kenny Gold, head of social, content, and influencer at Deloitte Digital, in a chat with Bloomberg.

      That boom is playing out front and center at Cannes Lions this week, where execs and creators are deep in conversation about what’s next. “The appetite for brands and agencies to really sit with top creators and truly dig in is at an all-time high,” said David Freeman, head of digital media at CAA.

      From Lip Gloss to Lysol
      Creators already rule industries like beauty and skincare—but now they’re landing big deals with brands in less glamorous sectors, like household cleaning products.

      Unilever CEO Fernando Fernandez revealed that the company plans to hire 20 times more influencers to drive a social-first strategy. Why? Because audiences trust real people more than polished corporate messaging. As Fernandez put it, many consumers are just “suspicious” of traditional branding.

      Sure, no one got into content creation dreaming of disinfectant wipe ads—but those deals might just keep the lights on. In fact, Cannes Lions expanded its “Lions Creators” programming this year to help influencers build sustainable businesses. “A huge reason they’re here is to figure out, ‘How can I keep this thing going and build a real business?’” said Cannes VP Ed Davidson.

      Big Picture:
      The influencer marketing industry isn’t slowing down. It’s projected to grow a whopping 36% between 2024 and 2025, reaching $33 billion, per Statista.

      The age of the creator isn’t coming. It’s here.

      —HVL

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