A new report from We Are Social, a global socially-led creative agency, reveals that economic uncertainty drives changes in influencer content and brand collaborations. 

We Are Social reports a 17% increase in influencer investment last year, with projections reaching $56 billion within the decade. Despite this growth, the research indicates that creators adapt their content to reflect current economic realities.

“Next Gen Influence: Trends Defining a New Era of Brand and Creator Collaboration” identifies five key trends shaping the future of influencer marketing.

Relatable Realism

The report highlights a shift from aspirational content to “Relatable Realism.” With rising living costs and economic challenges, creators are moving away from showcasing luxurious lifestyles and instead focusing on content that reflects more achievable goals and stable lifestyles.

This trend is exemplified by creators like Sophie Aris, who transitioned from fitness guru to “lazy girl” content. The report suggests that truly aspirational content now centers on stability rather than luxury, with government jobs becoming more desirable than high-paying tech positions.

Brands are also adapting to this shift. The report cites Apple Pay’s partnership with @bricks.and.disorder, showcasing the brand’s role in DIY home renovation rather than grand purchases. 

Similarly, bakery chain Greggs collaborated with Ugly Vegan, a food blogger known for championing low-effort meals over ornate cooking.

The Right to Reinvention

The study also identifies a trend called “The Right to Reinvention,” where creators constantly refine their personal brands.

This fluid approach to identity is becoming more authentic to audiences, with creators like Jamie Pandit, who documented her journey as a trans woman, gaining traction.

Influential Allies

Another trend, “Influential Allies,” sees creators moving beyond simply expressing values to actively disrupting the status quo. 

The report mentions creators like Kahlil Greene, who uses his platform to challenge and educate on obscure historical moments and contemporary cultural issues.

We Are Social’s research also notes a shift in how brands demonstrate their impact. Initiatives like “Buy From A Black Woman,” sponsored by H&M, are highlighted as examples of brands going beyond representation to support minority-owned businesses.

Credible Creativity

The report introduces the concept of “Credible Creativity,” where brands leverage creator partnerships to engage with culturally unique modes of creativity. 

This includes collaborations with creators known for subversive or niche content, allowing brands to participate in online humor and creativity in ways that might be risky for them to do directly.

Extreme Influence

Lastly, the study identifies a trend called “Extreme Influence,” where creators push boundaries to stand out. This includes showcasing extreme feats of endurance or employing ultra-weird content to capture attention.

We Are Social’s methodology for the report included desk research, expert interviews with influencer marketing specialists, and analysis of the fastest-growing creators across key markets and categories using the Tagger platform.

The report suggests that as online culture becomes more extreme, social media becomes a space where brands are expected to be more playful and experimental. 

It cites examples like skincare brand CeraVe’s “MichaelCeraVe” campaign, which enlisted 450 influencers to seed a mock conspiracy theory about its origins.

The full report is available here.