《We are social：2024下一代影響力：定義品牌與網紅合作新時代的趨勢報告（英文版）（61頁）.pdf》由會員分享，可在線閱讀，更多相關《We are social：2024下一代影響力：定義品牌與網紅合作新時代的趨勢報告（英文版）（61頁）.pdf（61頁珍藏版）》請在三個皮匠報告上搜索。

1、N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4AGENDAINTROTHE RIGHT TO REINVENTIONRELATABLE REALISMINFLUENTIAL ALLIESCREDIBLE CREATIVITYEXTREME INFLUENCEMETHODOLOGYABOUT WE ARE SOCIALs

2、ylvaninadramapaigelorenzeN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4INTRODUCTIONA parent explaining the health benefits of ketamine.A Manhattanite it-girl,swapping NYCs best cockta

3、il bars for Connecticuts best horse riding spots.A puppet show in which childrens dolls are sent to rehab for stealing a Marc Jacobs bag.One glance at the content made by todays creators,and we seea culture in flux.Everything from tone,to topics,to production norms have changed in the decade since i

4、nfluences infancy.In the context of dramatic industry growth We Are Social reported a 17%increase in influencer investment last year alone,reaching a projected$56 billion within the decade creators and brands are having to keep pace with an increasingly professionalised landscape.But its not just th

5、e scale of the creator economy thats changing the wider tectonic plates of culture are shifting,and the values of creator culture along with it.The demands of being always online is shaping how creators work and how audiences engage.CREATOR CULTURE TODAYIS RAPIDLY EVOLVINGCreators are getting burned

6、 out and retiring from the industry and viewers are thinking critically about what makes content draining or energising.Beyond peoples screens,a cost of living crisis has made it harder for them to live(or even imagine)their dreams and this is reflected in the dreams they want to see played out on s

7、ocial.2023s deinfluencing showed an agile creator economy in the face of economic shifts,but also called into question how brand and influence work best together.And while the lust for original and authentic content has never been stronger,what that looks like has never been murkier.N E X T G E N I

8、N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4mkbhdis a Youtuber who has addressed creator burnoutAs brands pour more attention and money into social,new tensions are cropping up:brand control vs.cre

9、ator control;authenticity vs.efficacy;the need to declare content as sponsored vs.the genuine endorsement which influence requires.Its a vibrant arena,but the ground is still shifting.As the worlds leading socially-led creative agency thats been working with influencers since 2008,We Are Social has

10、helped brands navigate the growth of the creator economy for the last 16 years from its baby steps to its present existential teenhood.For todays brands and creators,theres no sure footing without one eye trained on the next gen of influence.To help brands navigate this space,we have uncovered five

11、trends illustratingwhat that next generation will look like.As creators swap consistent personal brandsfor constant evolution,brands are consideringhow these more fluid followings can be put to useTHE RIGHTTO REINVENTIONN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B

12、R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4justjamiepandit1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME I

13、NFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4THE RIGHTTO REINVENTIONSocial loves a journey.Whether thats Jamie Pandits odyssey into a proud trans woman or Hannah Kleebergs gr

14、owth from heartbroken to hyped supper club influencer,personal evolution makes for good storytelling.But in todays 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 mainst

15、ays 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.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.IN

16、FLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4This is particularly true for creators wh

17、ose 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

18、 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 creators audience might change,theres space for longer,deeper audience connections.Former child star itsjojosiwa has

19、had a very public(and very contentious)online evolutionAudiences are getting used to watching creators evolve,live on screen1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EX

20、TREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHATSDRIVING IT?The history and nostalgia of influenceThe history and nostalgia of influence has put a

21、focus on the long-term change of OG creators,eg.legendary Viners,then and now,“being known as the girl who smells like beef isnt always fun#vine.”A more age-inclusive cultureA more age-inclusive culture means the creator economy doesnt force people out after a brief window of youth,allowing creators

22、 to stay around for longer.grandma_droniak1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E

23、F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Creators like Julie Vu have won the love of their audiences for making content that narrativises and visualises the journey of her trans evolution,as much as the destination.missjulievu

24、WHAT ARECREATORS DOING?Respected evolutionsFrom Charlotte Crosby,raunchy reality TV stars turned wholesome momfluencer,to Sophie Aris,fitness guru turned lazy girl,creators are leaning into stories of radical personal change.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RE

25、LATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WH

26、AT ARECREATORS DOING?Dramatic plot twistscharlottecrosby1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T

27、R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Influence has been around for longer,and creators life journeys are being followed for longer periods of time.This comes through in the reinvention of child stars.Its some

28、times executed poorly like Jojo Siwas cringeworthy evolution from a precocious child on Dance Moms to poseurish internet celebrity but sometimes persuasively,as with Troye Sivans growth from young YouTuber into global pop sensation.troyesivanWHAT ARECREATORS DOING?Expansive life stages1.THE RIGHT TO

29、 REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T

30、O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT DOES THIS MEANFOR BRANDS?As creators progress throughlife stages and personal reinvention,its changing the rulesof engagement for brands.katieryan6301.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REAL

31、ISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4sophie_arisLon

32、g-term brand support.As longer-term careers are normalised amongst creators,brands should think about how to partner with them through lifestyle transitions.Sure Deodorant took this approach in its partnership with Sophie Aris,the former fitness influencer who publicly stepped back from the gym and

33、influence writ large.The deodorant brand partnered with Aris in her new,revamped life to show how their product is as suited to new mothers as fitness fanatics.WHAT DOES THIS MEANFOR BRANDS?1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES

34、3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Plan for shifting audiences.WHAT DOES

35、 THIS MEANFOR BRANDS?For brands who want to make themselves relevant to a new audience,think about partnering with influencers who are following a similar path.Brands like Gucci have taken this approach:to move its own brand away from outmoded ideas of mens and womens fashion,Gucci partnered with Ha

36、rry Styles as he piloted his increasingly gender fluid dress sense.harrystylesRELATABLEREALISMAs everyday life gets harder,creatorsand brands are aligning themselveswith achievable lifestylesover aspirational onesN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D

37、 A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 41.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEAspirational c

38、ontent visualising the dream life is the bread and butter of influence.But research has found that social comparison is only effective if the goal youre striving for is within the realm of possibility.That body,holiday,or relationship has to be something viewers could imagine themselves attaining.Lu

39、xurious escapism still has its place as influential entertainment just ask Nara Smith.But today,truly aspirational content the stuff viewers model their lives after is having to change shape to stay realistic.With soaring cost of living,new challenges in forging romantic connections,and the ever-pre

40、sent chance that much of todays housing could be underwater in a few decades,most people are striving for stability,not luxury.Its why the last decades dream job was a lofty Big Tech salary,but todays most sought-after job is a steady government role with a decent pension.N E X T G E N I N F L U E N

41、 C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4RELATABLEREALISMLifestyle content is opening up to new kinds of aspiration.sarahklait1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATA

42、BLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4shabaz

43、says Im Rich,Youre Poor”series turns elite lifestyles into comedy materialVision of the good lifeare becoming about more than just glamourIn this context,creators peddling the good life are having to reappraise what that life looks like to make it feel relevant for real people.This has opened up mor

44、e space for creators who position funny or calming lifestyles,not wealthy ones,as aspirational like shabazsays,who makes wealthy lifestyles the butt of his jokes.And for the still-strong current of glamorous content,this often means adding in a humanising layer like influencer Jake Shane,whos hangin

45、g out with celeb BFF Sofia Richie one minute,and earnestly documenting his OCD diagnosis the next.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME I

46、NFLUENCENormalised cultural criticism of influencers and celebrities being out of touch since the cost of living crisis.N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHATSDRIVING IT?W

47、idespread cultural uncertaintyFrom economic uncertainty and unstable employment,to geopolitical conflict and warfare,to the ongoing ravages of climate change.Normalised cultural criticismkimkardashian1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENT

48、IAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEPeople are engaging with regional creators(e.g.,hart_of_shetland)for lifestyle content thats more relatable to non-capital city audiences,and also because they offer alternative perspectives

49、.N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4hart_of_shetlandWHAT ARECREATORS DOING?Neighbourhood goals1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELAT

50、ABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEElite influencers used to be coy about their privilege in the hopes of seeming relatable.But today,audiences have space for lavish influencers who are self-aware about

51、their status like Alix Earle,who makes a point of owning up to the privileged upbringing she had before her TikTok fame.N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4alixearleWHAT ARE

52、CREATORS DOING?Elite self-awareness1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEIn the wake of shabazsays virality,creators have been f

53、inding more love from dressing down aspirational content than making it themselves like itssuzannelambert satire that inspired countless users of all ages to poke fun at the lofty aspirations pushed by influencers or annadanielocook,whose deadpan landlord roasts and housing crisis explainers show th

54、e true lifestyle of low-income Londoners.N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4annadanielocookWHAT ARECREATORS DOING?Satire striving1.THE RIGHT TO REINVENTION1.THE RIGHT TO RE

55、INVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N

56、 W E A R E S O C I A L 2 0 2 4WHAT DOES THIS MEANFOR BRANDS?Aspirational lifestyle content is a hardersell in todays economic climate,meaning brands have to think carefully about how they position themselves and their products1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.R

57、ELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEWhen making lifestyle content,brands can partner with creators whose vision of the good life is more achievable and wholesome,rather than overly luxurious or far-re

58、aching.Its something we see with brands like Apple Pay,who swapped narratives of grand purchases for a partnership with bricks.and.disorder showing the brands role in a humble,DIY reno.N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L

59、 A B O R A T I O N W E A R E S O C I A L 2 0 2 4bricks.and.disorderAchievable dreamsWHAT DOES THIS MEANFOR BRANDS?1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFL

60、UENCE5.EXTREME INFLUENCELifestyle brands can partner with creators that pursue soft versions of passions or pastimes like National Trust did when it rebranded hiking as chill through its partnership with softgirlswhohike,or like bakery chain Greggs did by celebrating the work of Ugly Vegan,a food bl

61、ogger known for championing ugly,low-effort meals over ornate cooking.N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4softgirlswhohikeuglyveganRelaxed lifestylesWHAT DOES THIS MEANFOR B

62、RANDS?For todays creators,allyship is less about expressing values,and more about content that disrupts the status quoINFLUENTIALALLIESN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 41.

63、THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N

64、D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Few would say todays society has nailed equality,but advocating for a fair and equal world for all is a popular party line.In keeping with this,in recent years weve seen creators engage in acts of altruism to demonstrate their“ni

65、ce guy”credentials a trend embodied by Mr.Beasts loud charitable endeavours,like funding mass sight-restoration surgery for the blind.But in this context,theres increasing concern that philanthropy is being used for the purpose of online clout.As audiences become sceptical of moral posturing,creator

66、s are shifting away from talking about values,and are instead opting for work that actively disrupts or challenges the status quo whether by reclaiming online spaces for the under-represented or helping audiences imagine alternative societies or other possible futures.INFLUENTIALALLIESFor creators,t

67、alking about values doesnt constitute allyship anymoreMrBeastFor example,AI TikTok creators are reimagining history from a decolonised perspective,asking questions like“What if India ruled Great Britain?”,finding tongue-in-cheek ways to challenge people to think through a non-Eurocentric lens.For cr

68、eators,performative altruism is out;allyship and passing-it-on is in.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L

69、 U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Creators are helping viewers visualise other possible worlds what.if_aiIn many spaces,anti-wokeness and diversity fatigue are still undercutting representatio

70、n.But in more progressive parts of the internet,under-represented communities have reached a tipping point whereby representation is expected,not a“nice to have”.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIB

71、LE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHATSDRIVING IT?Pushing back on profiteeringAs communities become

72、 better versed in the nuances of diversity,equity and inclusion,theyre more confident in calling out people profiting off communities rather than tackling the root causes of the problem.Representational progressblairimaniUS actress,writer,and producer Issa Rae has launched Ensemble,a company dedicat

73、ed to connecting diverse and underrepresented creators with brands.As the Creator Economy expands,she aims to bridge the gap between the intention to support diversity and taking actionable steps,by financing and supporting a more varied group of creators.This follows efforts from TikTok with its Co

74、llective programme that helped 33 non-traditional fashion influencers connect and“speed-date”with luxury fashion brands across the four major fashion weeks.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CRE

75、ATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT ARECREATORS DOING?Passing the micissaraeraphaelviicenteThere are a

76、 growing number of creators whose goal is to showcase multifaceted identities.Raphael Vicente spotlights the rich culture in the favelas spaces often portrayed as violent and hyper-masculine,but whose reality is creatively inspiring,diverse,and more unified than stereotypes suggest.1.THE RIGHT TO RE

77、INVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R

78、 C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT ARECREATORS DOING?Reclaiming the narrativekahlilgreeneKahlil Greene,a Gen Z Historian on TikTok,uses his platform to challenge and educate through the analysis of obscure history moments as well as contemporary cultural moments from Mexico

79、s first Black President to the Black History of Cowboy Carter as well as advocating for reparations.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME

80、 INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT ARECREATORS DOING?Challenging accepted truths1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELA

81、TABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT

82、 DOES THIS MEANFOR BRANDS?As creators swap values for actions,brands will have to think more about how to tangibly demonstrate their positive impact.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY

83、4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4With influencers advocating for reparations,brands should go beyond representa

84、tion and support minority-owned businesses as well as working collaboratively with the under-represented communities all year round.Initiatives such as Buy From A Black Woman sponsored by H&M help companies do the right thing by providing income to Black-owned businesses.buyfromablackwomanReparation

85、s,not representation.WHAT DOES THIS MEANFOR BRANDS?Consider collaborating with the industry and other brands to make a real difference.The Unignorable Adbreak where ten of Australias most well known brands came together in support of differently abled representation by including differently abled pe

86、ople in key scenes in their advertising.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F

87、I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT DOES THIS MEANFOR BRANDS?Compassionate collaborationsspecialgluesocietyWhen working with marginalised individuals,accurate and nuanced representation is just a first step after-care

88、is a key component of a culturally-sensitive activation.Nike modelled this in their work with Dylan Mulvaney:while the trans influencer has previously been left in the lurch by brand partners during anti-trans backlash,Nike responded to anti-trans threats with posts encouraging users to be kind and

89、inclusive.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B

90、R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT DOES THIS MEANFOR BRANDS?End-to-end supportdylanmulvaneyCreator partnerships are allowing brandsto engage with culturally authenticmodes of creativityCREDIBLECREATIVITYN E X T G E N I N F L U E N C E:T R E N D S

91、D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 41.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME

92、 INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4On one side,savvier audiences hate to have their viewing experience interrupted by ad content.On the other,l

93、ower barriers to entry have supercharged creative production meaning more content vying for the same finite attention spans.In this context,the bar to creativity is higher.This is true for everyone,but its hardest for brands,who have to be as entertaining as their human counterparts,without the grac

94、e given to humans for their flaws its why a creator like Will Mahony is beloved for his controversy,while Balenciaga was lambasted for its S&M teddy bear campaign.CREDIBLECREATIVITYIts not easy to be a brand on the internetwillmahony_1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE RE

95、ALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L

96、2 0 2 4If brands of the noughties could get away with risqu subversion,todays brands are expected to be both morally and creatively exemplary at the same time.To strike this difficult balance(of being both institutionally upstanding and creativity inspiring)brands are leaning on creators that repres

97、ent very online creativity particularly the creative approaches that are loved when done by individuals,but less persuasive when done by corporations.Todays brands dont always have the right to participate in very online creativity Playstations risque ads of the noughties are a far cry from todays a

98、d norms1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A

99、 N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Platforms like TikTok have made the niche mainstream by giving niche creators more of a voice.This has shaped audience expectation,with bigger audiences tuning into niche content formerly reserved for very online users.T

100、heres less patience and attention spans for content across the board,but especially advertising that interrupts entertainment.thecologneboyWHATSDRIVING IT?Platform dynamicsAd hostility1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFL

101、UENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Were seeing more and more subversive humour

102、 in creator content.While brands themselves might cause outrage for poking fun at topics like addiction,partnerships like Marc Jacobs work with playfully risqu creator sylvaniandrama gives brands more licence to participate in culturally authentic humour.marcjacobsWHAT ARECREATORS DOING?Subversive m

103、outhpieces1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B

104、R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Being a fan underpins the bulk of online creativity,whether its fanfic around Marvel movies or content about a creators passions or collectibles.But while many brands have fans,few get to be fans unless they align the

105、mselves with creators who are themselves passionate about something in culture.Fashion brand Loewe does this by sponsoring celebrities,and then working with creators like Evan Ross Katz,a renowned stan of those same celebrities.WHAT ARECREATORS DOING?Fan-creatorsevanrosskatz1.THE RIGHT TO REINVENTIO

106、N1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L

107、 A B O R A T I O N W E A R E S O C I A L 2 0 2 4Being an influencer,to some extent demands being taken seriously but being a creator more often requires taking the piss out of yourself.Self-deprecating humour,content,or personas are one of cultures most resonant tropes,which explains the cult follow

108、ing of DJ Mandy,a creator whose terrible mashups make her proud to be the worst DJ on the internet.dj_mandyWHAT ARECREATORS DOING?Humble humour1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CRED

109、IBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT DOES THIS MEANFOR BRANDS?Creator partnerships can help brands tap into very int

110、ernet genres of creativity,in spaces that may have previously been out of reach.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G

111、E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4italianbachwhogivesacrapBrief creators to lean into the subversiveness around your brand.Whether its environmental charity hellohubbub asking itali

112、anbach to make some crude innuendos about oat milk to encourage people to choose non-dairy alternatives,or whogivesacrap getting a well-known public toilet reviewer to talk about the perfect place to take a sh*t,brands have more leeway with naughtiness when a campaign starts with a creator known for

113、 subversive content.Subversive partners.WHAT DOES THIS MEANFOR BRANDS?1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F

114、L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4alexisbittarFans by associationWHAT DOES THIS MEANFOR BRANDS?Culture-savvy brands are already acting like fans:its why jewellery brand Alexis Bittar made a w

115、hole mockumentary pretending to be fans of a fictional Manhattan fashion icon.Partnering with creators who are avid fans of some pocket of culture can take this further,helping brands to participate more earnestly in the fandom practice that defines todays internet.1.THE RIGHT TO REINVENTION1.THE RI

116、GHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R

117、A T I O N W E A R E S O C I A L 2 0 2 4itsdanielmacSelf-aware comedyWHAT DOES THIS MEANFOR BRANDS?Work with creators to platform stories that poke fun at their human flaws like the B x Brooklyn Beckham collab,in which the famously flighty son of the Beckhams serves up some tongue-in-cheek self-mocke

118、ry.In an attempt to entertain and stand out,creators and brands are pushing boundariesto the extremeEXTREMEINFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4The origins of the De

119、ad Internet Theory are hard to pinpoint,but its premise is clear:social has been overrun with bots and automatically generated content optimised to grab attention,but lacking in soul.The real issue for creators is how to stand out in this junk-cluttered space.While the Dead Internet might be the mos

120、t extreme,its one of many bundled wider conversations about the dwindling originality and meaningfulness of todays content.On social,users and creators alike are calling out the way that bots,trend cycles,and garbage content have thrust online creativity into crisis.1.THE RIGHT TO REINVENTION1.THE R

121、IGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R

122、 A T I O N W E A R E S O C I A L 2 0 2 4EXTREMEINFLUENCEThe social webs best creativity is hidden within mounds of junk content.Creators like jmulligan.tvare discussing junk content under hashtags like#deadinternettheoryalex.choikaiaromanauthorTo cut through,theyre leaning into the unusual and extre

123、me,whether thats espousing the mental health benefits of ketamine,faking ones own death to call attention to a cause,or courting danger for clout by firing fireworks at a helicopter from a Lamborghini.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUEN

124、TIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Many of todays creators ar

125、e caughtin this sea of over-optimised sameness.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S

126、 D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Surreal and alarming content like leonardoscottis imagery no longer feels extreme in todaysplatform cultureIn the sea of sameness as the internet seems to be dying a slow death,cre

127、ators are going to far out spaces to gain attention.As the generation who grew up totally online become creators,they understand what it takes to stand out by breaking the internets unspoken rules.WHATSDRIVING IT?The enshittification of the internetGeneration online1.THE RIGHT TO REINVENTION1.THE RI

128、GHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R

129、A T I O N W E A R E S O C I A L 2 0 2 4Creators are chasing thrills and showcasing extreme feats of endurance for attention:Max Webbs lo-fi,high-octane adventure content democratises the world of extreme sport,while DeoRuns aims to be the first person to run from Cape Town to London as a way of high

130、lighting the history of human migration.deorunsmaxwebbiWHAT ARECREATORS DOING?Human feats1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN

131、 E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Comedy creators,like accorciabro are subverting influencer tropes by employing extreme brevity stitching and summarising other creator con

132、tent with a dry monotone in a matter of seconds.Summarising an influencers lengthy cliffhanger video,he deadpans:“She thought that the spring onion was mould,so she stopped eating”.accorciabroWHAT ARECREATORS DOING?Sharp formats1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2

133、.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2

134、4Creators are challenging category norms with bizarreness to cut through.John Pork,an AI enhanced Travel Influencer who happens to be a pig,has gained a cult following and spawns the“John Pork Calling“meme that helped the creator reach 900 million views on TikTok.john.porkWHAT ARECREATORS DOING?Ultr

135、a-weirdness1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B

136、 R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4WHAT DOES THIS MEANFOR BRANDS?As online culture becomes more extreme,social has become a place where brands are expected to be more playful and experimental.1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELAT

137、ABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIAL ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C

138、 I A L 2 0 2 4Social is todays entertainment,meaning brands will be forced to be bolder to stand out.Skincare brand CeraVe took a page from this book with its MichaelCeraVe campaign.Inspired by the extreme corners of social where conspiracy theories form,the campaign enlisted 450 influencers to seed

139、 a conspiracy theory that goofy Canadian actor Michael Cera not dermatologists was the secret founder behind the brand.Embrace the chaos.WHAT DOES THIS MEANFOR BRANDS?michaelcera1.THE RIGHT TO REINVENTION1.THE RIGHT TO REINVENTION2.RELATABLE REALISM2.RELATABLE REALISM3.INFLUENTIAL ALLIES3.INFLUENTIA

140、L ALLIES4.CREDIBLE CREATIVITY4.CREDIBLE CREATIVITY5.EXTREME INFLUENCE5.EXTREME INFLUENCEN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4light4079Passions,niche hobbies and feats of endu

141、rance are becoming shorthand for authenticity and likability.Working with the most passionate creators in these areas,even if theyre smaller scale,can offer more credibility than opting for scale.Marc Jacobs took this approach when it invited Jack the Great,a cult creator known for capturing the mom

142、ent that public lights are shut off,into their shop to watch the lights go out after hours.Lean into extreme nichesWHAT DOES THIS MEANFOR BRANDS?METHODOLOGYN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E

143、S O C I A L 2 0 2 4N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Predicting emergent internet trends isnt easy,and the influencer marketing category is no exception.The creator econom

144、y is vibrant,but its also complex prone to constant innovation but also rapid change.To ensure that the trends uncovered in the 2024 edition of this report are ones that will persist over time,weve conducted a mixed-methodological approach to analysing influence,using quantitative,qualitative,and cu

145、ltural analysis.This included contextual desk research to understand foundational shifts in the influencer marketing and creator economy space.This was followed by a series of expert interviews with influencer marketing specialists across the globe to understand the current landscape.We then worked

146、with Tagger,an influencer identification,management and reporting tool,pulling the fastest growing 100 creators with over 50K followers in the last six months,looking across key markets and across the beauty,fashion,lifestyle,gaming,sports,food and drink,and travel categories.Many of these creators

147、are featured throughout the report.With this research input,our Cultural Insights department used thematic analysis to identify emergent trends that are shaping the influencer marketing category.ABOUTN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E

148、A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4We are a global socially-ledcreative agency with unrivalled social media and influencer marketing expertise.With 1300 people in 19 offices,we deliver a global perspectiveto our clients in a time whensocial media is shaping culture.N E X

149、T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4Find out how we can help your brand buildauthentic and impactful influencer partnershipsGET IN TOUCH:ENQUIRIESWEARESOCIAL.NETENQUIRIESWEARESOCIAL.NET