Pulse Check: What’s Trending in the Sponsorship Industry
- September 26, 2023
- SponsorPulse Staff
In our ever-evolving landscape of consumer preferences and cultural shifts, brands have plenty of opportunity to create meaningful partnerships that align with what’s trending. How? Let's take a look at the market.
Savoring Trends: TikTok Food Influencers and Culinary Entertainment
It’s no secret that culinary creativity is celebrated and shared across social media platforms, the allure of food trends has captured the hearts and appetites of consumers everywhere. The onset of the pandemic acted as a catalyst for a newfound interest in cooking and experimenting with recipes at home. From Alison Roman-themed dinner parties, to FoodTok viral recipes, food trends have continued to permeate the cultural consciousness.
Brands looking to tap into this trend can collaborate with TikTok food creators who have amassed large followings. Notable names like Tabitha Brown, known for her vegan cooking, and Eitan, renowned for his creative culinary experiments, offer opportunities for brands to seamlessly integrate their products into engaging and trendy content. Whether your brand makes kitchen utensils or bespoke aprons (we see you, Bon Appetit chefs!) FoodTok is a great place to invest.
Beyond this, brands can also sponsor popular food shows on networks like Food Network. Shows like Chopped and Top Chef provide opportunities for brands to showcase their products through integrated challenges or featured ingredients. Not to mention—MasterChef, Top Chef, and Chopped are heavily engaged with by TikTok users, at rates of 56%, 55% and 52% respectively. By associating with both FoodTok and beloved culinary competitions, brands can position themselves as integral parts of the food industry's cutting-edge developments.
Driving the Green Movement: Sponsoring Sustainability Initiatives through Automotives
While the automotive industry doesn’t have a winning track record in the sustainability space, electric vehicles are changing the narrative. With growing consumer demand, electric vehicles aren’t going anywhere—making it crucial for manufacturing brands to make a name for themselves as leaders in the space.
Electric car brands can make a powerful statement by sponsoring planet-based charities and initiatives. Partnering with organizations that focus on reforestation, clean energy, or wildlife conservation not only enhances brand reputation but also solidifies the brand's commitment to a greener future. In fact, US consumers who engage with cause properties dedicated to reducing air pollution and developing clean energy have purchased or leased EV at a powerful rate of 63%. By contributing to these causes, EV brands can showcase their dedication to environmental sustainability, resonating deeply with consumers who are passionate about preserving the planet.
Empowering Entrepreneurs: Sponsoring Business Growth
Entrepreneurship has gained immense traction as individuals increasingly seek autonomy in their careers. For B2B SaaS companies, sponsoring properties that cater to small business owners can be a strategic move. One platform ripe for sponsorship is "Shark Tank." This show brings budding entrepreneurs face-to-face with seasoned investors, making it a prime opportunity for B2B SaaS companies, like Squarespace, Shopify or Quickbooks, to showcase their products' capabilities in aiding business growth. Fittingly, our data reports that a whopping 67% of small business owners in the US engage with Shark Tank, 52% on a weekly basis. By partnering with the show, these brands can position themselves as essential tools for entrepreneurs striving to turn their dreams into successful ventures.
Podcasts targeting entrepreneurs and small business owners also provide a direct channel for brand exposure. Brands can sponsor podcasts that offer advice, mindset coaching, success stories, and insights into business operations. Take TED Talks Daily, for example. Small business owners engage with the widely respected podcast, known for its influence in the thought leadership space, at an impressive rate of 62%. This sponsorship approach enables B2B SaaS companies to establish credibility and trust within the entrepreneurial community while showcasing how their software simplifies business processes.
Capture Trends with SponsorPulse
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