Influencers expand their reach by creating platforms of their own
Implications - A social influencer is widely recognized as someone who has achieved fame by sharing original content on established social networks. As these self-created online personalities continue to expand their range, they are going above and beyond simply partnering with brands. In fact, they are going as far as developing or investing in social platforms of their own, encouraging others to create and share their own content in the process. Projects backed by social influencers will have both authenticity and legitimacy, giving them a higher chance of breaking through the noise.
Workshop Question - How can your brand play a role in consumer-created content?
Trend Themes
1. Influencer-owned Platforms - Social influencers are expanding their reach beyond simply partnering with brands by investing in or developing their own platforms, leading to disruptive innovation opportunities in content creation and community building.
2. Authenticity and Personal Connection - Beauty influencers and content creators are partnering with tech companies to create apps and platforms that foster personal connections with their audience, providing disruptive innovation opportunities in user-generated content and immersive experiences.
3. Honest and Genuine Content - Influencers and creators are developing video storytelling apps that prioritize honesty, authenticity, and real-life moments, creating a disruptive innovation opportunity in mobile social media that prioritizes genuine connections over curated content.
Industry Implications
1. Social Media Marketing - The expansion of social influencers into platform development provides opportunities for brands to partner with these authentic voices, reach broader audiences in new ways, and leverage the creative spaces these influencers are carving out.
2. Mobile and App Development - The proliferation of personalized influencer-owned and -endorsed apps signals opportunities in mobile app development and new ways to harness the power of mobile to create innovative, user-generated content experiences.
3. Video Content Creation - The growing importance of influencers and creators in the development of social media and app platforms signals disruption and growth opportunities in video content creation, user-generated content, and the creation of more authentic and immersive media experiences.
4 Featured, 35 Examples:
110,642 Total Clicks
Date Range:
Mar 15 — Aug 15
Trending:
Average
Consumer Insight Topics:
