Dear entrepreneur, We Are Social has another report for us to analyze with the utmost attention: Star BRAND, your Marketing superhero, cannot fail to tell you all the news in the sector, especially when it comes to trends!
The “Next Gen Influence” analysis refers to the world of
Influencer Marketing, a universe that has changed quite a bit in the last decade and is still constantly evolving. The topics covered have changed, the tone of voice of the narration, up to the legal aspects (and if you followed the Pandoro-gate… you know why!).
Before revealing each of the current trends in detail, I will proceed with an overview: let’s contextualize!
Influencer Marketing: an overview
The sector is certainly growing (+17% of investments in influencers) and is increasingly dynamic and multifaceted, in which not only the economic dimension has changed but also, and above all, the cultural and value dimension. The need to always be online is changing the modus operandi of creators and the use of their content.
In fact, there are quite a few influencers who are experiencing the recent phenomenon of burnout, among those who are retiring from their careers and audiences who are increasingly critically analyzing online content, also due to the cost of living crisis, which makes it more difficult for “normal” people to dream.
We are therefore increasingly witnessing the phenomenon of “deinfluencing” that began last year, in which creators have begun to adapt content (making it more authentic), as well as having to deal with economic and legal changes, in terms of brand-influencer collaboration.
So: who holds the control, the Brand? The creator? Authenticity or effectiveness? Which path to take?
Let’s find out by analyzing the 5 macro-trends in development, useful for brands to orient themselves in this constantly evolving context. Here are the characteristics of the new generation of influencers!
Influencer Marketing: the characteristics of the new generation of creators
1. RIGHT TO REINVENT THEMSELVES
Creators are preferring to tell the story of their evolution from different points of view, using a more spontaneous approach. This is because personal change (a pregnancy, the beginning of a career, etc.) is becoming an extremely powerful narrat gambling data india ive tool, capable of effectively conveying a more nuanced concept of authenticity. The public has become accustomed to seeing people change, unlike a few years ago, when the ideal model of an influencer was to have an immutable personal brand. Today, it is important to be a chameleon and find a balance between evolving and maintaining the bond with the most loyal fans.
Where the trend comes from:
Nostalgia: the growth of influencer marketing over the years has highlighted the evolution of the first creators to whom people became fond of.
Inclusive culture: not only in terms of age, so as not to marginalize people based on their date of birth, but even more generically, to give everyone the opportunity to express themselves and be relevant.
What does it mean for Brands?
For the most forward-thinking brands, this ability to reinvent themselves becomes an opportunity to facilitate longer-lasting relationships. Here’s what to do:
Long-term support: sup proquest one education ort the influencer at every stage of their life.
Adapt to changes in the audience: collaborating with influencers who are undertaking similar journeys can prove to be a great advantage.
2. ACCESSIBLE REALISM Stop impossible aspirational models: today creators and brands find themselves promoting achievable and realistic lifestyles, despite the fact that “dream” content has always been one of the pillars of Influencer Marketing. Aspiration 1000 mobile phone numbers must therefore evolve, but remain credible, especially considering the rising cost of living, difficulties in romantic relationships and concerns about climate change. People want stability, not luxury, so influencers who showcase “the good life” need to take a step back and reevaluate their editorial plan: less glamour, more calm.
Where the trend comes from:
General sense of uncertainty: instability in multiple areas of life (economy, war, climate change, etc.)
Demystification of influencers and celebrities: increased criticism of those stars who seem to live “outside the real world.”
What does this mean for brands?
The current economic climate is pushing brands to carefully reevaluate the positioning and promotion of their products.
Achievable dreams: collaborating with creators whose vision of the “good life” is more accessible and genuine.
Relaxed lifestyles: activating synergies with characters who promote “soft” versions of pastimes, hobbies, passions.
3. INFLUENTIAL ALLIES
Lately, many creators are committed to supporting socially useful causes, but at the same time, there is increasing attention to this philanthropy
