As the marketing landscape evolves in 2024, brands must strategically allocate their efforts to various channels that provide the most value. From traditional media to influencers, owned media, celebrities, and partnerships, each segment plays a unique role in helping brands connect with consumers, build trust, and generate revenue. This article explores how these five segments contribute to value generation, highlighting their strengths and comparing their effectiveness.

The chart below compares how the share of media impact value has shifted across five key segments: media, influencers, owned media, celebrities, and partnerships.

Value for Brands (2023 vs 2024)

*A measure of the equivalent advertising value created by various media channels, including online discussions, influencer engagement, and traditional media coverage for brands. Sources: Flourish MGMT, Peer to Peer Marketing, DSM Partnership

Media: Broad Reach and Credibility

Traditional and digital media remain critical drivers of brand visibility. Despite a slight decline in influence compared to previous years, media coverage from established outlets—news platforms, magazines, and digital publications—still offers significant value. Media provides third-party validation, which enhances credibility and fosters trust among consumers. Brands that secure coverage in reputable publications can benefit from mass exposure, establishing their authority and influencing public perception.

However, the media’s impact is gradually decreasing as consumers turn to alternative sources for information and entertainment. In 2024, media accounted for 45% of total brand impact, a drop from 48.2% in 2023. While still influential, the landscape is shifting, with other channels gaining ground.

Influencers: Authenticity and Audience Engagement

Influencers, particularly micro- and nano-influencers, have become indispensable for brands looking to connect with niche, highly engaged audiences. These influencers bring a personal, relatable touch to their content, which resonates more deeply with followers than traditional advertising. In 2024, influencers accounted for 28% of total brand impact, a significant increase from 24.6% in 2023.

This segment create authentic connections that build trust and foster long-term relationships with consumers. They can target specific demographics and interests, making them especially valuable for brands looking to engage with niche markets that traditional media may not effectively reach. As consumers increasingly seek genuine and relatable content, influencers have become one of the most effective channels for driving engagement and brand loyalty.

Owned Media: Building Long-Term Relationships

Owned media, which includes a brand’s website, blogs, social media channels, and email newsletters, offers a unique opportunity for brands to control their messaging and engage directly with their audience. While it doesn’t generate the same buzz as media or influencer campaigns, owned media is crucial for building long-term consumer relationships and nurturing loyalty.

In 2024, owned media represented 12.5% of total brand impact, a slight decrease from 13% in 2023. Brands that invest in their owned media channels can create consistent, relevant content that drives traffic and fosters engagement. Additionally, owned media is cost-effective, allowing brands to create and distribute content without relying on third-party platforms. By focusing on SEO, social media engagement, and content marketing, brands can maximize the effectiveness of their owned media over time.

Celebrities: Instant Recognition and Mass Appeal

Celebrity endorsements continue to offer significant value for brands, particularly those looking to elevate their image quickly. Celebrities bring instant visibility, credibility, and aspirational appeal, helping brands connect with diverse audiences. In 2024, celebrity endorsements contributed 12% of total brand impact, up from 10.9% in 2023.

Nevertheless, the key to successful celebrity partnerships lies in authenticity. Consumers are becoming more skeptical of purely transactional collaborations, so brands must partner with celebrities whose values align with their own. Celebrity endorsements can generate significant buzz and reach, particularly for luxury brands or large-scale campaigns.

Partnerships: Co-Branding and Innovation

Strategic partnerships between brands or other entities such as NGOs, artists, or sports teams have gained momentum in 2024, offering a unique way to expand reach and share audiences. Partnerships allow brands to co-create products, share resources, and introduce innovations that enhance both parties’ credibility and visibility. Partnerships also provide a platform for co-branding opportunities that introduce a brand to new audiences and reinforce trust.

In 2024, partnerships accounted for 4% of total brand impact, an increase from 3.2% in 2023. These collaborations can be particularly effective when they feel organic and mutually beneficial, offering both brands the chance to innovate and combine their strengths to create something new.

What Makes Each Segment Stand Out

Each of these segments offers distinct value for brands. Media provides large-scale visibility and authority through third-party validation, while influencers offer a more intimate and authentic connection with audiences, especially in niche markets. Owned media plays a vital role in building long-term relationships and maintaining control over brand messaging, while celebrities bring immediate recognition and mass-market appeal. On the other hand, partnerships create opportunities for innovation and shared exposure, expanding the reach and credibility of both parties involved.

The data reflects that while media remains a cornerstone of brand visibility, its role gradually diminishes, with influencers and celebrities playing increasingly important roles in 2024. Influencers continue to rise as the preferred channel for engaging with audiences personally, while owned media remains essential for long-term brand building. The importance of partnerships is also growing, offering brands new ways to innovate and reach fresh audiences.

A Multi-Channel Approach

In 2025, no single channel will dominate brand value generation. Instead, the most successful brands strategically integrate a multi-channel approach, leveraging the strengths of media, influencers, owned media, celebrities, and partnerships to create comprehensive, effective marketing strategies. By understanding each segment’s unique role, brands can allocate resources more effectively, ensuring they reach and engage their target audiences across multiple platforms.