Brands and consumers increasingly rely on experts instead of influencers
Trend - The expertise-based influencer economy grows as consumers follow and brands employ people who are well-known for being experts in their field. This shift means that the role of the traditional influencer is now evolving to prioritize consumer trust.
Insight - The levels of brand engagement that consumers now have is so high due to the average consumers' social media use. Constantly being indundated with ads and sponsored content has made Millennial and Gen Z consumers in-particular more wary of how they're being marketing to. Authenticity and reputable sources are slowly becoming priorities for these demographics, and brands are having to follow suit in order to better reach these more critical audiences.
Insight - The levels of brand engagement that consumers now have is so high due to the average consumers' social media use. Constantly being indundated with ads and sponsored content has made Millennial and Gen Z consumers in-particular more wary of how they're being marketing to. Authenticity and reputable sources are slowly becoming priorities for these demographics, and brands are having to follow suit in order to better reach these more critical audiences.
Workshop Question - How could your brand leverage influencers with expertise and specializations?
Trend Themes
1. Expertise-based Influencers - As consumers prioritize authenticity and reputable sources, the influencer economy shifts to prioritize people who are well-known for being experts in their respective fields.
2. Scientific Beauty Information - Consumers are increasingly seeking scientific guidance on beauty routines, creating a market for podcasts and brands that focus on providing factual information on beauty myths.
3. Climate Misinformation Policies - Social media networks are implementing policies to combat false or misleading climate change information, potentially leading to a safer and more reputable online space.
Industry Implications
1. Beauty Industry - The shift towards an expertise-based influencer economy and the need for scientific beauty information presents disruptive innovation opportunities in the beauty industry.
2. Fashion Industry - Joint fashion collaborations and the need for educational fashion videos present disruptive innovation opportunities in the fashion industry.
3. Social Media Industry - The implementation of climate misinformation policies presents a disruptive innovation opportunity in the social media industry.
