2020 changed the nature of influencers, as issues ranging from the presidential election to the pandemic left Americans looking for truth. This has put the spotlight on a new breed of reliable, expert influencers.
Why it matters
Consumers’ interest in these influencers means brands need to re-appraise social media and re-orient their influencer strategies around this change.
- Partnering with credible sources may mean taking a stand, so brands must acknowledge they can’t be all things to all people.
- With this new context come new considerations about choosing influencers to partner with.
- Influencers are also becoming more careful about which brands they align with, so brands must consider what additional value they can offer to brand/influencer partnerships.
The big idea
The shift towards reliable influencers creates opportunities for brands to work with influencers that can engage with audiences at a deeper, more meaningful level – helping fulfill business goals and delivering tangible social value simultaneously.
Sourced from WARC