The events of 2020 have broadened the influencer playing field and reorganized communities under different personality cults – more generous, pro-social and giving – and brands need to adapt accordingly, says strategy executive Ana Andjelic.
Writing for WARC, Andjelic explains that, unlike the traditional economy, which is based on accumulating things, the modern “aspiration economy” conveys status through collecting knowledge, taste, micro-communities and influence.
Who are the new influencers?
- Commercial influencers: The growth of social commerce – buying from people we follow – has profound consequences for branding, marketing, retailing, and socializing.
- Curators as influencers: People trust curators because they believe they have spent time and effort in developing their expertise.
- Bots as influencers: Brands create their own influencers; TikTok’s core value proposition is algorithmic personalization.
“There was never a better time than a global health crisis to reorganize our communities around new influencers, aspirations, social rituals and habits” – Ana Andjelic.
Sourced from WARC