Digital marketing and influence are constantly evolving, with platforms vying with each other in innovative ways to win over creators, brands and audiences. These innovations redefine strategies and offer new opportunities to stand out from the crowd.

In this article, we explore the latest features and trends shaping the industry. Focus on Instagram, TikTok, and other innovations that are transforming the digital ecosystem.

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Instagram: New features for designers

Instagram continues to expand its tools to meet the needs of content creators and strengthen their ability to monetize their audiences.

1. Premium subscriptions

• Instagram is now offering creators the chance to launch exclusive content for their paying subscribers.
• Features include :
  • Stories reserved for subscribers.
  • Exclusive lives.
  • Premium publications visible only to their subscribers.

Impact for brands: This option enables brands to collaborate with creators who offer ultra-targeted content to an engaged community ready to invest.

2. Broadcast channels

• Inspired by instant messaging, Instagram channels allow creators to interact directly with their followers via group messages.
• Possible uses :
  • Share ads or teasers.
  • Real-time polls to gather subscriber feedback.
  • Interactive content to create a special relationship with the community.

Why it's relevant: Brands can leverage this feature to collaborate with influencers who share exclusive information about their products or services.

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TikTok: Strengthening social commerce and creative content

With over 1.8 billion active users, TikTok is constantly innovating to establish itself as a key influencer marketing platform.

1. TikTok Shop on the rise

• Brands can now sell their products directly via the platform, thanks to integrated boutiques.
• Creators can include purchase links in their videos, enabling a seamless transition between discovery and purchase.

Key figures :

• Sales via TikTok Shop are expected to reach $18 billion by 2024.

For brands: It's a unique opportunity to reach a young, active audience, by directly integrating the buying journey with an influencer strategy.‍

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2. AI-generated effects

TikTok pushes innovation with artificial intelligence tools that enable creators to design interactive effects and more immersive videos.

Example: personalized filters adapted to advertising campaigns, where users can interact with products in augmented reality.

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LinkedIn: The rise of B2B marketing through influence

LinkedIn, once reserved for professional networking, is becoming a strategic platform for B2B brands.

Main new features :

• Boost collaborative publishing: Creators and companies can now co-publish content, offering increased visibility to both parties.
• Improved audience insights: LinkedIn now offers detailed analyses of engagement, enabling content strategies to be fine-tuned.

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Why is this important? B2B brands can partner with opinion leaders to build brand awareness while generating qualified leads.

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General trends: AI and augmented reality (AR) in the spotlight

1. AI-generated content

Platforms like ChatGPT, Jasper, or Copy.ai make it easy to create fast, relevant content for social networks, blogs, and campaigns.

Advantage: Brands can produce content on a massive scale while remaining relevant and engaging.

2. The rise of augmented reality (AR)

• Advertising campaigns are increasingly integrating immersive experiences thanks to AR.
• Examples:
  • Try a product virtually via an Instagram filter.
  • Visualize furniture or objects in your space before you buy.

Why AR is crucial: It enhances the user experience while boosting engagement and conversion rates.

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How does Okev anticipate these changes for its customers?

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At Okev, we keep a close eye on these new developments to integrate them into our strategies and campaigns:

• Instagram and TikTok: We leverage new features to maximize the impact of our customers' campaigns, whether for exclusive content or social commerce.
• LinkedIn: We develop collaborations with opinion leaders for tailor-made B2B strategies.
• AI and AR: We're investing in these technologies to offer our customers immersive, personalized experiences.

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Ready to take advantage of the latest innovations for your brand? Contact Okev today for a strategy tailored to the trends of 2024.