Micro-blogging platforms allow consumers and influencers more control over content
Trend - Streamlined blogging and social apps are on the rise, as influencers look to better control the content they're able to create and sell, and as consumers look for content that's more personalized to their interests. With social apps like Instagram currently dominating digital culture, particularly among Millennials and Gen Z, creating spaces for smaller communities appeals to those looking for direct and genuine connections with peers and influencers.
Insight - The appeal of social media celebrities for consumers was their ability to directly engage with their fans, and now that the industry has grown, popular influencers are celebrities in their own right–with the same distance from their fans than the more traditional modes of celebrity has. Thus, consumers have gone back to craving the authentic connections that brought on the growth of the influencer industry–and individuals in this space are responding by re-establishing those connections via emerging platforms.
Insight - The appeal of social media celebrities for consumers was their ability to directly engage with their fans, and now that the industry has grown, popular influencers are celebrities in their own right–with the same distance from their fans than the more traditional modes of celebrity has. Thus, consumers have gone back to craving the authentic connections that brought on the growth of the influencer industry–and individuals in this space are responding by re-establishing those connections via emerging platforms.
Workshop Question - How could your brand establish authentic connections with its customers?
