1、NEW RESEARCH FROM OBVIOUSLY SHOWS THAT QUICK-TURN CONTENT CREATION CAMPAIGNS BUILD AUTHENTICITY AND BOOST EFFICIENCY IN CREATOR MARKETING 2024Influencer Marketing:A Need for Speed in Content Creation2Influencer Marketing:A Need for Speed in Content Creationboost in engagement on Instagram for trendi

2、ng(one week or less)content over industry standard 6 week campaign.%+26.3increase in engagement on TikTok over industry standard 6 week campaign.%+20.4The creator market offers the most compelling new opportunity for brands in years.By 2025,it should reach$41.8 billion in value,up from$27.5 billion

3、in 2003.Today,80%of brands now spend more on influencer marketing than on traditional creative,and a whopping 92%plan to increase their spending on creators in 2024.In doing so,most are following a traditional playbook:recruiting creators much like celebrities and using them to endorse their product

4、s.However,this approach has come at the expense of something equally essential to the creator experience:speed.TikTok and Instagram are home to vast numbers of macro and micro trends that can surface in hours and disappear within weeks,but brands have been slow to join in.The reasons range from bran

5、d safety to the simple difficulty of moving fast.This may be a big missed opportunity.Recent proprietary research from Obviously shows that quick-turn campaigns not only build excitement and authenticity for brands-they can also do so at lower cost than traditional campaigns.Brands that prepare crea

6、tors to move fast and respond to emerging trends can see a considerable uptick in engagement,including:Introduction3Influencer Marketing:A Need for Speed in Content CreationThese findings come from an analysis of more than 700 creator engagements over the past two years on both TikTok and Instagram.