What is the future of influencer marketing? Here's what creators are asking brands for

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Ogilvy has organised Influence Day, an event dedicated to analysing the future of influencer marketing. Throughout the day, the challenges and opportunities presented by this constantly changing sector were explored in depth. For this occasion, Carlos Vidal, Head of Influence at Ogilvy Spain , was in charge of moderating the round table where important topics such as authenticity, specialisation, the impact of artificial intelligence and new regulations were addressed.

The event was attended by great content creators such as lifestyle influencer Rocío Camacho, Héctor Castiñeira , nurse and health communicator at @enfermera_saturada and Daniela Álvarez and María Murillo, heads of Ac2ality, the most followed Spanish-language news program on TikTok. Also present at the talk were Daniela Rodríguez , general manager of Soy Olivia Media Group; Jone Conde , head of Creators and Public Figures at TikTok Spain; Cova Cebrián, PR, Influence & Content Lead Kenvue Southern Europe and Antonio Muñoz , partner in the Intellectual Property Department at Garrigues.


The relationship between brands and content creators
Among the main topics discussed at the event, the relationship between the brand and the content creator stood out. Cova Cebrián, PR, Influence & Content Lead Kenvue Southern Europe , began the round table by pointing out: “When we buy TV spaces we know the investment and the return we will have. In influencers, when we collaborate, sometimes the content reaches half of the people. We have to find a way to remunerate the work in a different way. If we all worked towards objectives, all this would work better. For me that is a challenge that the industry has, to professionalize it and create shared success.”

Daniela Rodríguez, CEO of Soy Olivia Media Group, added: “It is beginning to be regulated and, in fact, we have many content creators who want to look good to the brand and therefore generate more content to achieve what the brand expects of them.”

Trust and authenticity
One of the values ​​most considered when maintaining a relationship between brands and content creators is authenticity. At this point, participants agreed that building long-term relationships between brands and content creators must be based especially on mutual trust and transparency.

“TikTok is not a social network, it is a content platform and what works best is individualized content. Brands must trust the creator’s vision and their ability to connect with their audience,” said Jone Conde, Head of Creators and Public Figures at TikTok Spain. Content creator Rocío Camacho added: “Brands must be open to new forms of collaboration and value authenticity above all else. If we are where we are, it is because we have created credibility among followers.”

For their part, Daniela Álvarez and María Murillo, heads of Ac2ality, explained the following: “We love being given the freedom to create our own content. We are a channel where information is the protagonist and, as it is a prestigious medium, our audience trusts us a lot. This is an advantage for the brand because we integrate the product or service into our information format. This can be seen as a more authentic recommendation than a more traditional one.”

The participants of this round table highlighted specialization as a determining factor to generate credibility in the audience. At this point, Héctor Castiñeira , from @enfermera_saturada, underlined the importance of specialized profiles to offer truthful information and combat misinformation. "We know that 28% of the Spanish population that enters social networks specifically searches for health content. In a world where the Internet is the first consultant when something happens to us, it is essential to have a professional on the other side of the screen that inspires confidence."

The challenges of a constantly evolving sector
Influencer marketing is a constantly evolving sector. Now, with the strong presence of artificial intelligence in marketing , advertising and content creation, professionals in the sector have detected both opportunities and algeria whatsapp list challenges. In this case, while its potential for content creation was recognized , the importance of using it responsibly was also highligh ed. “AI can be a useful tool, but credibility is the most important thing and the creators of content created by artificial intelligence, for me, do not have it,” commented Daniela Rodríguez.

Artificial intelligence is just one of the things that content creators must adapt to. And now, with the implications of the new legislation on the regulation of content creators, new challenges also arise to overcome.

Antonio Muñoz, partner in the Intellectual Property Department at Garrigues, recalled that “there is currently no law on influencers; there is a Royal Decree to determine which content creators are subject to the obligations imposed by the Audiovisual Law, which affects TV channels and streaming platforms. In any case, this law leaves out the majority of influencers, since to be bound by this law, they must have an annual turnover of at least €300,000 and have at least 1 million followers on a single platform. It is estimated that this will only affect 600 content creators in Spain. We are in a moment of change and we will have to see how it progresses.”

Finally, this first Influence Day organized by Ogilvy concluded that transparency, active listening to the audience and responsible action are key to success. Likewise, the need for brands, content creators, agencies, platforms and legal experts to work together to professionalize, regulate and legalize the profession was highlighted.