While “influence” is a centuries old concept, the idea of an “influencer” as a role one plays on social media—or in marketing—is actually a very nascent concept. Google Trends shows that the term only took off four years ago, when it began a notable rise in the U.S. and worldwide. Fast forward to present and the influencer marketing industry is poised to nearly double between 2019 and 2022, when it is expected to top $15 billion. What’s more, 86% of Millennials and Gen Zs want to be influencers themselves.
With everyone trying to be an influencer and so many brands paying influencers large sums to reach and (potentially) impact their target consumers, this relatively new aspect of marketing can feel like the Wild West—not only for brands but also for consumers themselves. It can feel like influencer trends spring up quickly and fizzle out just as fast; in this report we have identified the movements that are poised to last because they connect with core consumer behaviors and values. Their unique relationship with their audience and with culture is what gives influencers their influence, and this is what brands need to understand in order to successfully play in this space.
There are many surprising insights and valuable strategic recommendations ahead in the pages of this report to help brands better understand what makes an influencer and how to make the most of working with them. This group has the attention of Millennials and Zs, and they’re not going away any time soon. Brands that understand what drives this influencer-consumer connection can not only seem more relevant to young people but also capitalize on the emerging Culture Of Influence.
Available exclusively for Cassandra members, The Culture Of Influence highlights the key characteristics and strategies that drive the relationship between influencers and consumers, providing your brand an insightful playbook to make the most of your influencer marketing. Start reading to:
- Discover what The Impact Of Influence
The Impact Of Influence
Discover whether influencers actually possess influence or if they’re merely a channel for brands, and learn about the qualities that draw young people to the influencers they admire.
means for the future of the influencer marketing industry - Dive into The Hive Mind
The Hive Mind
Take a deep dive into stan culture and cancel culture, and explore how the evolution of social technologies and the democratization of social voice has resulted in the formation of these Internet-based hive minds.
to learn about stan and cancel culture, as well as how your brand can harness the power of the social voice - Let The New Social Order
The New Social Order
Trends across the influencer landscape are shifting—especially with the rise of micro-influencers who have more engaged, niche audiences—prompting brands to evaluate their specific goals when tapping into influencer marketing.
guide your brand through the different echelons of the influencer marketing space - Explore how influencers are displaying their Life For Like[s]
Life For Like
Influencers are oversharing as a means to entertain their followers and create a space for people to feel seen and represented. Brands can take a page out of the influencer playbook on how to overshare with a purpose in order to create a genuine connection with modern youth.
in this piece all about oversharing online - Learn about why modern youth are, in many ways, Over The Influence
Over The Influence
Young consumers have a complex and multifaceted relationship with the influencers they follow, especially in the wake of increasing influencer backlash. Brands need to understand this landscape in order to partner with influencers who can deliver the greatest ROI for their efforts and authentically connect with young consumers.
, and are now seeking out influencers who are genuine and transparent - Learn about Influence Buy Category
Influence Buy Category
The following piece compares the influencer categories modern youth follow against the categories in which they make purchases to provide insight on how your brand can tap into new areas of interest and drive ROI.
and how your brand can capitalize on different influencers and the specific interests of their followers - Take in these Tips From The Influencer Industry
Tips From The Influencer Industry
The following piece features Q&As from experts in the influencer marketing industry and will shed light on influencer trends, the future of the industry, and the culture of influence.
to get the inside scoop on this ever-growing market - Gain insight from Influencer Marketing Tips
Influencer Marketing Tips
Check out Cassandra’s do’s and don’ts of influencer marketing and discover how your brand can reap the rewards and avoid the pitfalls of this direct-to-consumer marketing channel.
, which breaks down the findings of this report and offers advice on how your brand can get in on the action - Check out what’s happening across different influencer markets around the world in Global Influencer Trends
Global Influencer Trends
Influencer trends from around the world