Influence’s coming of age means more than you think
The influencer has well and truly evolved. The days of the transactional, in-authentic, pay-per-post parts of influence – the traditional parts – are over. But don’t be alarmed, the medium of influence isn’t dead, it’s actually more powerful than ever, writes Sharyn Smith.
There has been a significant shift in not only how brands think about influence and influencers, but how people do as well. What we are seeing is a much more authentic connection between influencers and their communities. That means a real opportunity for brands that do their homework and understand how to navigate the space.
What’s driving this? Creativity has exploded off the back of the uncertainty of the pandemic. People have changed the way they think about the world, the way they communicate and how they express themselves. It has become increasingly digital, meaning now more than ever, social media is inherently intertwined with the fabric of our culture and is here to stay as part of modern communications. As a result, people are demanding what’s best for them in the digital space: open, honest and authentic content and communication.
The world of influence in 2022 is built on connection, collaboration and creativity. It was born from millennials and is now strongly championed by Gen Z, who are coincidentally also coming of age. Both Gen Z and the creator economy they are thriving and in need, purpose and accountability at the moment, because they are setting the tone for the shifting expectations and behaviours of how influence fits into the future.
