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.

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Sourced from WARC