Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mainstream
Influencer
Online influencers are hired by unexpected brands to target younger buyers.
4.5
Trend score
Trend
What is the Mainstream Influencer trend?
Mainstream Influencer: Moving beyond collaborations, social influencers are being sought out to represent brands and retailers that don't typically target demographics like Millennials or Gen Z. These online influencers are not only helping to bring a youthful edge to typically low-key, traditional brands, but they’re showcasing the growing necessity of online integration in mainstream media, particularly among more conventional, established brands.
Trend themes
Themes within the Mainstream Influencer trend
Three behaviours holding the trend together01
Unexpected Influencer Collaborations
Collaborating with influencers in industries outside fashion or beauty can help bring a younger audience and online integration to more traditional brands.
02
Blogger Curated Collaborations
Curating and collaborating with bloggers gives brands a more authentic voice and can help them tap into current trends in home decor, fashion and beauty.
03
Social Media Star Collaborations
Collaborating with social media stars and vloggers is a powerful way for brands to connect with younger demographics and promote products through influencer marketing.
Industry implications
What the Mainstream Influencer trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion brands can collaborate with unexpected influencers to target new demographics and promote their products through authentic, influential voices.
For
Home Decor
Home decor brands can collaborate with bloggers and influencers to tap into current trends and styles, bring an authentic voice to their brand, and utilize influencer marketing.
For
Food and Beverage
Food and beverage companies can collaborate with bloggers and social media stars to create unique packaging designs, promote products, and tap into current flavor and ingredient trends.
Workshop question
How can you generate trust with younger consumers by tapping into influencer marketing?
Trend signals
Trend signals for Mainstream Influencer
Trend score 4.5 out of 10, from popularity 69%, activity 59%, freshness 8%.
Popularity69%
Activity59%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Mainstream Influencer trend
7 featured examples from Aug 20, 2015 to Feb 6, 2017CategoryMarketing
Blogger-Curated Retail Displays
This Blog Collaboration Set Up Stations Inside Crate and Barrel
The retail industry can leverage the trend of blogger-curated retail displays and in-store events to offer consumers personalized and memorable shopping experiences.
CategoryMarketing
Gardening Blogger Projects
Miracle-Gro and Oh Joy! Team Up to Share DIY Garden Projects
Opportunity for gardening and home improvement brands to collaborate with bloggers and influencers to connect with consumers who may not have prior gardening knowledge.
CategoryMarketing
Designer Yogurt Pots
Mullerlight Sourced Julien Macdonald for Blogger-Designed Yogurt Packaging
Brands in the food and beverage industry are embracing blogger design partnerships to create unique packaging designs that resonate with consumers.
CategoryMarketing
Youth-Focused Furniture Ads
This RH Teen Commercial Promotes the Brand's Newest Product Range
Disruptive innovation opportunity: Incorporate experiential retail elements and digital technology to enhance the shopping experience for young consumers.
CategoryPop Culture
Vlogger-Starring Beauty Campaigns
Chinese Vlogger Papi Jiang is Set to Star in a Lily & Beauty Ad
Beauty brands can benefit from partnering with influential vloggers and leveraging their large online following to promote their products and reach a wider audience.
CategoryPop Culture
Collaborative Vlogger Cosmetics
Tarte Created a Special 'Swamp Queen' Palette with grav3yardgirl
The cosmetics industry can leverage the trend of collaborative makeup palettes by partnering with influencers to create unique and trendy products.
CategoryLifestyle
Social Media Star Burgers
Umami Burger Has Teamed Up with Cameron Dallas to Create a New Burger
Food and beverage brands can tap into the trend of influencer collaborations to create limited edition products and boost brand awareness.
