December 15, 2023
2024 Creator Trends: Brought to you by Team AMAKA

As we wrap up the year, the creative industry is buzzing with tips and trends. Brands and creators are gearing up for a new year of exciting collaborations. Here at AMAKA, we're thrilled to spill the beans on the upcoming trends for creators in 2024.

We recently sat down with our talented team to pick their brains about what's coming next. Their valuable insights have given us a sneak peek into the exciting influencer marketing trends awaiting advertisers in 2024. Let's dive into what they had to say!

1. Creators Taking Center Stage in Paid Media

As advertisers seek innovative ways to capture attention, creator-driven paid ads are poised to become a critical component of the campaign marketing mix for 2024. - Amanda Ogeah, Brand Partnerships Director

Leveraging creators for paid advertising represents an underutilised opportunity for advertisers. Paid media plays a crucial role in marketing strategies, delivering lasting outcomes and enhancing brand initiatives. The substantial revenue generated by platforms like Facebook, Instagram, and Twitter in paid social advertising underscores the financial importance of the industry. This highlights strategic adaptability through features such as audience targeting, actionable data, and alignment with consumer intent.

A noteworthy trend in 2024 is the increasing prominence of creators in paid social, as advertisers recognize the potential value in utilising them for ads. Numerous brands are beginning to tap into the power of creators for paid advertising. For instance, brands are exploring partnerships with content creators to execute paid ad campaigns, leveraging their influence and audience engagement across platforms like TikTok to deliver more authentic and targeted content, leveraging the unique strengths that creators bring to the advertising space.

2024 will see more creator-focused gigs; connecting creators to organisations looking to utilise their creativity for paid media. 

2. Creators as Influential Media Figures

"The formalization of the creator economy will reshape how consumers engage with media content." - Adaora Oramah, CEO & Director, Creative Strategy

2024 will see the rise and evolution of creators as they evolve into influential figures in the media landscape. Now this goes beyond traditional influencing, it's about creators becoming architects of content weaving the stories consumed globally. Notably, ESPN's launch of a creator network involves collaboration with creators to produce authentic first-person content. Media channels are enlisting established creators like Nella Rose, Adeola Patronne and more to host TV shows. Creators possess substantial audiences, reach, and engagement that often surpass traditional media platforms.  Partnering with creators goes beyond ads. It involves co-creating narratives that resonate authentically with audiences.

3. Rise of Micro-Influencers: Authenticity Prevails

"In 2024, brands partnering with more micro-influencers will result in personalized and relatable content." - Michelle Abraham, Editorial Lead

Everyone knows the effect of big influencers and content creators on brand partnerships but 2024 will be the year of the micro-creator. We see smaller influencers, known as micro-influencers gaining prominence through the audience communities they have built with their content. In 2024, the focus is on forging genuine connections through authentic storytelling rather than polished perfection. 

4. Unleashing Creativity with AI Tools for Creators

"With all the new technological inventions, 2024 will bring a rise in AI driven content creator tools. It's important for creators to get in the forefront of these tools and to also continue being innovative while maintaining their authenticity." - Sibahle Alkema, Head of Marketing.

Looking into 2024, we're gearing up for a surge in AI-driven tools that are set to revolutionise content creation. What's exciting is how these tools can bring a cost-efficient edge to the creative process. The advent of AI content creation tools doesn't negate the importance of authenticity; instead, it invites creators to synergize technology with their unique voice. 

In the ever-changing digital landscape, finding that sweet spot between technology and personal flair is the real game-changer. Imagine being a photographer and having the luxury of using AI-powered smart editing tools to make your work more efficient while still preserving that unique touch that makes it yours. It's all about striking the perfect balance.

5. Redefining Monetization: AMAKA Studio's Vision for 2024

“2024 will witness an increased demand for pay transparency and expanded monetization avenues for creators” -  Hector Vidal, Chief Product Officer

In the unfolding narrative of the creator economy, the spotlight on pay transparency takes centre stage, signalling a crucial evolution.  Black creators, led by trailblazers like YouTuber Jackie Aina are championing open conversations about earnings, laying the groundwork for a standardised approach to fair compensation. This shift is not just about numbers; it's a resounding call for fair pay for Black and African creators, recognizing the intrinsic value they bring to the digital landscape.

We understand the importance of fair compensation for Black and African creators and acknowledge the profound impact they have on shaping narratives and building communities. This is reflected in the launch of AMAKA Gigs, a platform for creators to be commissioned for gigs from brands and businesses.  We aim to foster an environment where diverse creators are not just remunerated but celebrated for the unique connections they forge with their audiences.

In this symbiotic relationship, fair pay becomes the cornerstone for genuine partnerships that elevate storytelling and empower creators to continue crafting content that resonates authentically.

As the creator economy matures, we envision a future where fair compensation is not just a buzzword but a shared commitment, a testament to the transformative power of Black and African creators and brands working hand in hand to redefine the digital storytelling experience.

In Conclusion: The Vision Ahead

Looking forward to 2024, it's truly exciting to witness the impressive number of creators aligning with our vision. AMAKA represents a platform where every voice resonates, communities flourish, and both creators and brands shape distinctive narratives.

What sets the stage for an even more impactful future is our diverse community of over 25,000 creatives. With the introduction of the AMAKA Gigs Creator Directory, we're gearing up to offer brands a cost-effective influencer marketing solution that leverages the unique talents and expansive reach of our global creators who are available for advertisers to commission. Submit A Brief to gain access to the AMAKA Gigs Creator Directory.

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