Next gen influence
What will the next generation of influence look like?
One glance at the content made by today’s creators, and we see a culture in flux. Everything from tone, topics and production norms have changed in the decade since influence’s infancy.
To understand what’s coming next, it’s essential for brands and creators to have one eye trained on the next gen of influence.
We’ve uncovered five trends illustrating what that next generation will look like.
Right to Reinvention
As creators swap consistent personal brands for constant evolution, brands are considering how these more fluid followings can be put to use.
Relatable Realism
As everyday life gets harder, creators and brands are aligning themselves with achievable lifestyles over aspirational ones.
Influential Allies
For today’s creators, allyship is less about expressing values, and more about content that disrupts the status quo.
Credible Creativity
Creator partnerships are allowing brands to engage with culturally authentic modes of creativity.
Extreme Influence
In an attempt to entertain and stand out, creators and brands are pushing boundaries to the extreme.
THE METHODOLOGY
We used quantitative, qualitative and cultural analysis, including desk research and expert interviews. We used Tagger to identify the fastest growing 100 creators with over 50K followers in the last six months – many feature in the report.
With this input, our Cultural Insights department used thematic analysis to identify five emergent trends that are shaping the influencer marketing category.
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