Decoding the Future of Influence: Key Takeaways From Ogilvy's Creator Panel

As a brand today, you want to engage with passionate audiences. And you want to engage them where they are.

With 88% of Gen Z adults following at least one creator, and nearly a quarter following over 50, influencers wield undeniable power in today's media environment . In advance of our annual Influence Trends report , Ogilvy PR recently hosted a dynamic panel discussion with a diverse group of creators - Oyin Edogi , Phillip Beatty, and Paige Piskin - to delve into the evolving landscape of influencer marketing and uncover their insights as we look to 2025.

Here are five core takeaways for brands looking to maximize their impact in the influencer sphere.

1. Edutainment Takes Center Stage

Fleeting trends can spike some views in the short term, but substance , authenticity and passion win over the long run. Both Beatty and Piskin highlighted the rising demand for educational content, or "edutainment," as a key trend for 2025 , partially because this type of information, knowledge, and process sharing bolsters creators' authenticity, and gives audiences another aspect of their content to latch onto, Beatty noted.

"Edutainment is definitely on the rise. Normally, we see people throw flashy things on screen and just get the audience's attention," he said. "But I think where that value is, is where someone can get something from it and apply it and take it with them after watching the video. It's also another way of being authentic - y ou're telling people about something while making it flashy at the same time."

Piskin noted that audiences are no longer satisfied with just seeing the final product; they want to understand the process, the tools, and the expertise behind it. "People started to want to see more of how I do things, not just the end results," Piskin said. "They want to know the details, everything that I use, my process."

This overall shift presents an opportunity for brands to partner with creators to uniquely demonstrate value and build loyalty -- showcasing products and services in more nuanced ways and giving people actionable insights or ideas.

2. AR Experiences Can Drive Engagement

Augmented R eality is no longer a futuristic concept; it's a powerful tool for creating immersive brand experiences. P iskin detailed a web-based AR campaign they co-created with MGA Entertainment's Bratz . Geotargeted to 4,000 Walmart location s, the campaign drove in-store visits and boost ed engagement by inviting customers to interact with the brand in a completely new way while in-store , blurring the lines between the physical and digital worlds. The campaign also included an influencer marketing and edutainment component .

" W e had influencers go to the store…and they also had me do a video teaching people how to access the experience. So, it was like a full, well-rounded experience. "

These types of blended in-person and virtual experiences are likely to only grow both in prevalence and quality . W ith advancements like 5G Ultra W ideband , these experiences are capable of being more immersive and integrated than ever. This will give creators and brands even more opportunity to push the experiential envelope and find deeper ways to connect with their audiences.

3. Authenticity Reigns Supreme: Empowering Creator Voices

Nobody knows their audience better than creators. If a brand wants to connect with that audience, it's best to listen to the creator, who knows what will resonate and what won't .

All three panelists emphasized the importance of authenticity in resonating with audiences. Brands must recognize that creators have cultivated strong relationships with their followers, and any attempt to stifle their unique voice will backfire.

"The brand needs to give that creator the freedom to still be themselves while talking to the audience," Beatty said. "Otherwise, it's not going to be an organic campaign." This sentiment underscores the need for collaborative partnerships where brands trust creators to deliver their message in a way that feels genuine and relatable to their audience. That often means ceding control, so brands must be comfortable getting a little uncomfortable.

Additionally, influencers are recommending the inclusion of creators in immersive sessions and experiential events to further amplify authenticity. These hands-on, interactive experiences provide a unique space for creators to engage with their audiences in meaningful ways, creating a deeper, more organic connection with the brand. This kind of collaboration offers an opportunity for creators to be their true selves while engaging in real-time with consumers, fostering both brand loyalty and community.

4. Exploring Untapped Platforms

While established platforms like TikTok and Instagram remain crucial, exploring emerging channels can unlock significant opportunities for brands and creators.

Piskin believes not enough brands are taking advantage of Snapchat , and specifically its ability to put shoppable links into lenses , which Piskin has seen unlock high levels of engagement that can't be replicated on other platforms , given Snapchat's AR capabilities . Edogi highlighted the potential of Threads for fostering conversations and engaging with audiences in a fast-paced environment , not ing that there are a lot of creators using the platform and brands can use it as a way to find creators to work with.

For Beatty, YouTube shorts remains an opportunity for brands. "I don't see YouTube shorts being utilized as much," he said. "For brand awareness, YouTube shorts is super powerful… especially with the right catalyst to launch something that's awesome." For Beatty, that was leveraging YouTube shorts to share a playlist he created, which led to 50,000 subscriptions in less tha n 24 hours.

The key for brands working with creators is to understand that every platform has its unique benefits, with different engagement features and audiences. Brands should keep all platform doors open. As they do with their overall creator and influencer partnerships, it's important to go where the idea will best connect with the intended audience, to ultimately achieve the right strategic outcome.

5. The Business of Influence & Streamlining Partnerships

Treating influencer marketing as a serious business endeavor is essential for both creators and brands. Brands that enter into partnerships with creators must treat them as any other entity they're getting into business with. Creators do more than just what we see in the final output. Edogi pointed out that l ike any other business, a lot of capital goes into the final product - whether that's financial or human. Creators are small businesses, and brands recognizing that can go a long way.

One specific issue that arose was payment, as many brands offer payment terms that feature long turnaround times. This can frustrate creators, so brands should look into being flexible and fast with payment where possible.

And like any effective partnership, an influencer partnership is a two-way, give-and-take relationship. The brand cedes some control, as does the creator, and they need to collaborate effectively and be on the same page from the beginning for goals to ultimately be met.

"We're also very in touch with the brand about, rounds of revisions and things like that," Piskin said. "We want to make sure the process as smooth as possible . We always want to know, what's the goal, what's the ROI from day one? And that'll help us learn how we can position that campaign moving forward."

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Ogilvy's global Influence team was named Best Large Influencer Marketing Agency at the 2024 Global Influencer Marketing Awards and was the most-awarded agency for the sixth consecutive year and was. In addition, Ogilvy PR recently earned the Global PR Network of the Year honor at the 2024 London International Awards (LIA) and was named Creative PR Agency of the Year at 2024 Global SABRE Awards.

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