Brands recruit influencers and creators to share authentic stories
Trend - As brands pivot to more authentic representations of their customers, they're recruiting influencers and creators for campaigns that feel more intimate. Showcasing creators' personal stories through these campaigns creates deeper connections with customers--Gen Z in-particular.
Insight - Gen Z and Millennials being social media savvy has made them more critical of brands and creators that don't make "authentic" choices. These demographics are likely to be wary of influencers who "cash grab," and are critical of collaborations that don't align with creators' brands. Many see influencers as representative of their own personalities and interests, so they're more likely to trust creators who are vulnerable and make intimate connections with their followers.
Insight - Gen Z and Millennials being social media savvy has made them more critical of brands and creators that don't make "authentic" choices. These demographics are likely to be wary of influencers who "cash grab," and are critical of collaborations that don't align with creators' brands. Many see influencers as representative of their own personalities and interests, so they're more likely to trust creators who are vulnerable and make intimate connections with their followers.
Workshop Question - In what areas could your brand create more intimate connections with its customers?
Trend Themes
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Authentic Representation — As brands pivot to more authentic representations, they're recruiting influencers and creators for campaigns that feel more intimate.
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Celebrating Aging — L'Oreal Paris is celebrating the aging consumer with its 'Age Perfect' campaign, which features influencers exclusively aged 45 and over.
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Amplifying Marginalized Voices — Getty Images and Hiki launched the '#AutisticOutLoud' campaign to address the misrepresentation and lack of authentic representation of the autistic community.
Industry Implications
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Social Media Marketing — As brands increasingly prioritize authentic representation, social media marketing professionals can leverage influencers and creators to create intimate connections with customers.
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Beauty and Skincare — The 'Age Perfect' campaign by L'Oreal Paris highlights the opportunities for beauty and skincare brands to specifically target the aging consumer market.
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Media and Photography — The '#AutisticOutLoud' campaign signifies the importance for media and photography professionals to represent marginalized voices authentically and break stereotypes.
