"Leveraging expert commentary and real-life stories is a key strategy for generating effective media coverage across diverse sectors in 2024. So is staying reactive to the news agenda. The emphasis on featuring experts and real people, rather than just brands, aligns with the increasing demand for credible and insightful content. The reliance on industry experts - mechanics for car brands and interior designers for homeware brands - indicates a shift towards showcasing genuine expertise and authority."
"Micro-influencers are still growing in popularity The trend toward micro-influencers continues in 2024, characterized by a growing respect for individuals with smaller follower counts but deep authority within niche communities. This change reflects a shift in influencer marketing dynamics; it's driven by a desire for authenticity and relatability, as opposed to the perceived unrelatability and inauthenticity associated with larger influencers (who frequently share sponsored content). This suggests that audiences are seeking more genuine connections with influencers whose lives align more closely with their own."
Expert commentary and real-life stories are key strategies for generating effective media coverage across diverse sectors in 2024. Staying reactive to the news agenda enhances relevance and pick-up. Featuring experts and real people rather than brands responds to growing demand for credible, insightful content and showcases genuine expertise and authority. Strong case studies from everyday individuals, supported by rich imagery, add human resonance and boost media interest. Micro-influencers with smaller but more engaged followings provide niche authority and community trust. Audiences increasingly prefer authenticity and relatability, reducing the effectiveness of larger influencers who frequently post sponsored content.
Read at The Drum
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