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Vice President of Marketing and Strategy at RinchiaKeith is a leading voice at the intersection of marketing and technology.
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The era of “influencer 1.0” has come to an end, and we are about to enter a new era – the era of influencer 2.0. Let’s take a closer look at the advancements that could drive a global industry worth over $16 billion this year, according to Statista (paywall).
Rise of the Creator
There has been a lot of discussion in the industry over the last year about the difference between influencers and creators. The simplest explanation I can offer is that creators make a living from the content they create, while influencers make a living from the impact they have on their audience. A creator is someone who creates high-quality content, humorous content, or funny content worthy of being used by brands across their channels. Influencers can be parents offering parenting advice, or medical professionals educating patients. Value to a brand is how much impact its message has on its target audience. Creators can be influencers, but not always.
With Influencer 2.0, I believe the goal is for brands to work with more professional creators to create high-quality content that would normally require significant production resources. As social media becomes more focused on entertainment than social connections, the best content fully optimized for the channel will win. A creator’s content can be used far beyond the walls of the creator’s society, which leads to his second key pillar of Influencer 2.0.
beyond society
Influencer 1.0 focused on working with influencers to create content for their feeds and using that content on paid social. Influencer 2.0 will adapt content created by influencers and creators for placement across the marketing ecosystem. This includes connected TVs, programmatic displays, digital outdoor advertising, retailer product detail pages (PDPs), retail media, and more. Authentic and relevant content is no longer the premise of social media. Consumers should be able to engage with it across different channels. Influencers can grow to help brands significantly improve brand awareness and equity, driving sales.
Enable Commerce
From Instagram checkouts to TikTok shops to YouTube testing affiliate marketing for short videos, we predict the amount of commerce-ready content creators generate for brands will skyrocket as social platforms expand their commerce capabilities. D2C brands are likely to build the ecosystem needed to make all their digital content fully shoppable, while brands that sell through third-party retailers are more likely to make their content cart-ready. Make sure you are
Live stream shopping may also continue to expand as brands look to evolve the QVC model into the social age. If creators become keen to monetize beyond brand partnerships, expect many to demand a piece of the pie for the products they help sell on their streams. Smart brands will also look beyond social content generation to build deeper relationships with influencers and creators.
Expansion of partnership
Brands are realizing that influencers are even more valuable as product partners than just social media creators. We saw it when Dunkin Donuts partnered with her Charli D’Amelio to add a drink named after her to the menu. Influencer 2.0 could see more brands forming deeper partnerships with influencers. This allows influencers to be integrated into special product releases, provide valuable customer research to inform innovation roadmaps, and advise in more detail on a brand’s broader creative and marketing strategy. increase. Many brands may hire creators to fully run their social channels as full-time employees or contract advisors.
The influencer marketing industry is becoming increasingly sophisticated, and this next phase will likely see more brands leveraging influencer content to improve performance across all aspects of their marketing organization. It’s no longer just about social media impressions and engagement. You should also focus on how you can leverage your influencer to significantly increase your brand’s equity and sales. This next phase will be exciting.
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