Why today’s creators are reinventing their personal brands
Reports
In September, We Are Social will be launching a new report outlining the trends defining a new era of brand and creator collaboration: Next Gen Influence. Here, we preview one of the five trends that will feature – Right to Reinvention.
Social loves a ‘journey’. Whether that’s Jamie Pandit’s odyssey into a proud trans woman or Hannah Kleeberg’s growth from heartbroken to hyped supper club influencer, personal evolution makes for good storytelling.
But in today’s creator economy, this focus on ‘the journey’ has complicated our idea of authenticity. Particularly as ‘influence as we know it’ enters its second decade – its child stars growing up, its mainstays ageing out – audiences are now used to watching people change. If the old ideal of influence was to have a single, unwavering personal brand, being a chameleon has come to feel authentic.
This is particularly true for creators whose persona centres around a given life stage – the entrance into motherhood; the early throes of pop stardom – reinventing yourself live on camera feels normal. And since shaking up your identity also means shaking up your audience, creators are playing with this delicate balance: planning their evolutions to win new viewers, without losing resonance with a core fan base.
For savvy brands, this potential for longer lasting creators is a new opportunity. With careful consideration of how a creator’s audience might change, there’s space for longer, deeper audience connections.
Discover what’s driving the trend, the breakthrough creators who personify it, and how brands can use it in the Next Gen Influence report. Register here now to receive it on 10th September.
If you’re attending the DMexco conference in Germany in September, schedule a meeting with us and bookmark our exclusive global presentation of the report now.
Reports
