Content creators are supported directly by peers as opposed to brands
Implications - Up until this point, the formula for successful influencer marketing was fairly cut and dry; a person becomes an influencer by creating engaging content, gains brand partnerships, and monetizes content as an ambassador. This model is turned on its head with peer-to-peer funding platforms that enable fans to send money directly to content creators. The shift to a many-to-many model speaks to the true intended nature of social media influence, placing more focus on truly entertaining content than the influence or exposure of a third party.
Workshop Question - How could consumer-generated content become a threat to your company, and how are you preparing?
Trend Themes
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Peer-to-peer Funding Platforms for Content Creators — The use of peer-to-peer funding platforms, like Patreon, enables fans to directly fund content creators as opposed to relying on brand partnerships.
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Direct Payment and Crowdfunding Tools for Influencer Marketing — Tools like Peep and Crypto DM allow for direct funding and payments for influencers, thereby disrupting traditional forms of monetization like brand partnerships and ad revenue.
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Influencer Payment and Marketing Platforms — Platforms like RewardStyle and SOCIAL BOND streamline the process of connecting with influencers for marketing campaigns and payment for influenced purchases.
Industry Implications
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Social Media — Social media will need to adapt to the growing demand from content creators and influencers who want direct funding and payment options.
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Marketing and Advertising — Marketing and advertising professionals need to find new ways to connect brands with influencers beyond traditional partnerships and sponsored content.
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E-commerce and Retail — E-commerce and retail companies can benefit from the rise of direct payment options and influencer marketing as consumers look to social media for product discovery and recommendations.
8 Featured, 68 Examples:
173,820 Total Clicks
Date Range:
May 16 — Apr 19
Trending:
Warm
Consumer Insight Topics:
