Guidance on Engaging Social Media Influencers to Amplify your Key Campaign Messages

More than half the global population now uses social media according to Statista. In 2022, over 4.59 billion people around the world were using social media. That figure is set to rise to almost 6 billion by 2027. 
In this context, social media influencers have become a powerful marketing force and a key vector for reaching new audiences by campaign leaders. These often-youthful influencers typically create a tight bond with their dedicated followers, which enables them to effect behavioral change. Ultimately, this is the goal of the 2024 World Intellectual Property Day Campaign. World Intellectual Property Day 2024 seeks to raise public awareness about the central role that intellectual property (IP) plays in incentivizing the innovation and creativity needed to achieve the Sustainable Development Goals (SDGs) and a better and more sustainable future for everyone. 

Other guidelines

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IMAGE: wipo

An opportunity to amplify reach and engagement

Expand the impact of the 2024 World IP Day campaign by engaging with and leveraging the support of social media influencers to reach out to new audiences and:
  • Amplify key campaign messages.
  • Stimulate a conversation around IP rights and how they offer inventors, creators, and entrepreneurs an incentive to invest in the innovation and creativity we need to achieve a better and more sustainable future. 
  • Strengthen the credibility and reach of your campaign.

A two-pronged strategy

We propose a two-pronged approach, as follows:
  1. Engage influencers with an expert knowledge of IP and/or who are active in areas and on platforms related to the goals and primary audiences of the 2024 World IP Day campaign.
  2. Engage with influencers who are not necessarily IP experts but who are connected with primary target audiences (e.g. entrepreneurs, youth, women), and who typically have a larger following. Influencers in this category may not be able to get into the details of IP, but they can help draw attention to the campaign, its key messages, and initiatives.

Calls to action for social media influencers to:

  • Announce that World IP Day is upcoming (April 26) and invite your followers to check out the web pages for the 2024 campaign.
  • Cover a range of IP -and SDG-related themes (e.g. climate change, health, food security, clean energy, education, gender equality and so on) relevant to your country or region.
  • Talk about the inventors, creators, entrepreneurs you are interested in/follow/admire as well as those featured on the World Intellectual Property Day Change Makers’ Gallery who are driving positive economic, environmental, and social change through IP-backed innovation and creativity.
  • Encourage your followers to participate in World IP Day events and/or organize their own events, and to post details of these on the World IP Day Events Calendar, which will go live in March 2024.

Guest posts

Why not offer to submit a guest post on IP and SDG-related issues and/or activities to celebrate the World Intellectual Property Day (see “Create your own World IP Day campaign”)?