




版權(quán)說(shuō)明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)
文檔簡(jiǎn)介
AGENDA
INTRO
THERIGHTTOREINVENTION
RELATABLEREALISM
INFLUENTIALALLIES
CREDIBLECREATIVITY
EXTREMEINFLUENCE
METHODOLOGY
ABOUTWEARESOCIAL
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
INTRODUCTION
CREATORCULTURETODAY
ISRAPIDLYEVOLVING
Aparent
explaining
thehealthbenefitsofketamine.AManhattaniteit-girl,
swapping‘NYC’sbestcocktailbars’for
Connecticut'sbesthorseridingspots
.Apuppetshowinwhich
children’sdolls
aresenttorehab
forstealingaMarc
Jacobsbag.Oneglanceatthecontent
madebytoday’screators,andwesee
acultureinflux.Everythingfromtone,totopics,toproductionnormshavechangedinthedecadesinceinfluence’sinfancy.
Inthecontextofdramaticindustrygrowth–WeAreSocial
reported
a17%increaseininfluencerinvestmentlastyearalone,reachingaprojected
$56
billion
withinthedecade–creatorsandbrandsarehavingtokeeppacewithanincreasinglyprofessionalisedlandscape.Butit’snotjustthescaleofthecreatoreconomythat’schanging–thewidertectonicplatesofcultureareshifting,andthevaluesofcreatorculturealongwithit.Thedemandsofbeing‘a(chǎn)lwaysonline’isshapinghowcreatorsworkandhowaudiencesengage.
@sylvaninadrama
@paigelorenze
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
Creatorsaregetting
burnedout
andretiringfromtheindustryandviewersarethinking
criticallyaboutwhatmakescontentdrainingorenergising.Beyondpeople’sscreens,acostoflivingcrisishasmadeitharderforthemtolive(orevenimagine)theirdreams–andthisis
reflectedinthedreamstheywanttoseeplayedoutonsocial.2023’s‘deinfluencing’showedanagilecreatoreconomyinthefaceofeconomicshifts,butalsocalledintoquestionhowbrandandinfluenceworkbesttogether.
Andwhilethelustfororiginalandauthentic
contenthasneverbeenstronger,whatthatlookslikehasneverbeenmurkier.
Asbrandspourmoreattentionandmoneyinto
social,newtensionsarecroppingup:brandcontrolvs.creatorcontrol;authenticityvs.efficacy;theneedtodeclarecontentassponsoredvs.thegenuine
endorsementwhichinfluencerequires.It’sa
vibrantarena,butthegroundisstillshifting.Astheworld’sleadingsocially-ledcreativeagencythat’sbeenworkingwithinfluencerssince2008,WeAreSocialhashelpedbrandsnavigatethegrowthofthecreatoreconomyforthelast16years–fromitsbabystepstoitspresentexistentialteenhood.Fortoday’sbrandsandcreators,there’snosurefootingwithoutoneeyetrainedonthenextgenof
influence.
Tohelpbrandsnavigatethisspace,
wehaveuncoveredfivetrendsillustrating
whatthatnextgenerationwilllooklike.
@mkbhd
isaYoutuberwhohasaddressedcreatorburnout
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
THERlGHT
TOREl∩VE∩TlO∩
AscΓe?toΓssw?pco∩siste∩tpeΓso∩?lbΓ?∩ds
foΓco∩st?∩tevolutio∩,bΓ?∩ds?Γeco∩sideΓi∩9
howthesemoΓefluidfollowi∩9sc?∩beputtouse
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
THERIGHT
TOREINVENTION
Sociallovesa‘journey’.
Whetherthat’sJamiePandit’sodysseyintoa
proudtranswoman
orHannahKleeberg’s
growth
fromheartbrokento
hyped
supperclubinfluencer,personalevolutionmakesforgoodstorytelling.Butintoday’screatoreconomy,thisfocuson‘thejourney’hascomplicatedourideaofauthenticity.Particularlyas‘influenceasweknowit’entersitsseconddecade–itschildstarsgrowingup,itsmainstaysageingout–audiencesarenowusedtowatchingpeoplechange.
Iftheoldidealofinfluencewastohaveasingle,unwaveringpersonalbrand,beingachameleonhascometofeelauthentic.
@justjami
epandit
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
Audiencesaregettingusedtowatchingcreatorsevolve,liveonscreen
Thisisparticularlytrueforcreatorswhosepersonacentresaroundagivenlifestage–theentranceintomotherhood;theearlythroesofpopstardom–reinventingyourselfliveoncamerafeelsnormal.Andsinceshakingupyouridentityalsomeansshakingupyouraudience,creatorsareplayingwiththisdelicatebalance:planningtheirevolutionstowinnewviewers,withoutlosingresonancewithacorefanbase.
Forsavvybrands,thispotentialforlongerlastingcreatorsisanewopportunity.Withcarefulconsiderationofhowacreator’saudiencemightchange,there’sspaceforlonger,deeperaudienceconnections.
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATOR
Formerchildstar@itsjojosiwa hashadaverypublic(andverycontentious)
onlineevolution
COLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHAT’S
DRIVINGIT?
Thehistoryandnostalgiaofinfluence
Thehistoryandnostalgiaofinfluencehasputafocusonthelong-termchangeofOGcreators,eg.
legendaryViners,thenandnow
,
“beingknownasthegirlwho
smellslikebeefisn'talwaysfun#vine.”
Amoreage-inclusiveculture
Amore
age-inclusive
culturemeansthecreatoreconomydoesn’tforcepeopleoutafterabriefwindowofyouth,allowingcreatorstostayaroundforlonger.
@grandma_
droniak
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Respectedevolutions
Creatorslike
JulieVu
havewontheloveoftheiraudiencesformakingcontentthatnarrativisesandvisualises‘thejourney’ofhertransevolution,asmuchasthedestination.
@missjulievu
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Dramaticplottwists
From
CharlotteCrosby
,raunchyrealityTVstarsturnedwholesomemomfluencer,to
SophieAris
,fitnessguruturnedlazygirl,creatorsareleaningintostoriesofradicalpersonalchange.
@charlott
ecrosby
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Expansivelifestages
Influencehasbeenaroundforlonger,andcreators’lifejourneysarebeingfollowedforlongerperiodsoftime.Thiscomesthroughinthereinventionofchildstars.It’ssometimesexecutedpoorly–like
JojoSiwa
’scringeworthyevolutionfromaprecociouschildonDanceMomstoposeurish
internetcelebrity
–butsometimespersuasively,aswithTroyeSivan’s
growth
fromyoungYouTuberintoglobalpopsensation.
@troyesivan
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERlGHTTOREl∩VE∩TlO∩
2.RELATABLEREALlSM
3.l∩FLUE∩TlALALLlES
4.CREDlBLECREATlVlTV
5.EXTREMEl∩FLUE∩CE
WHATDOESTHlSMEA∩
FORBRA∩DS?
AscΓe?toΓspΓo9ΓessthΓou9h
lifest?9es?∩dpeΓso∩?lΓei∩ve∩tio∩,
it’sch?∩9i∩9theΓules
ofe∩9?9eme∩tfoΓbΓ?∩ds.
@katieryan630
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
FORBRANDS?
Long-termbrandsupport.
Aslonger-termcareersarenormalisedamongstcreators,brandsshouldthinkabouthowtopartnerwiththemthroughlifestyletransitions.SureDeodoranttookthisapproachinitspartnershipwithSophieAris,theformerfitnessinfluencerwhopubliclysteppedbackfromthegymandinfluencewritlarge.ThedeodorantbrandpartneredwithArisinhernew,revampedlifetoshowhowtheirproductisassuitedtonewmothersasfitnessfanatics.
@sophie_aris
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
FORBRANDS?
Planforshiftingaudiences.
Forbrandswhowanttomakethemselvesrelevanttoanewaudience,thinkaboutpartneringwithinfluencerswhoarefollowingasimilarpath.BrandslikeGuccihavetakenthisapproach:tomoveitsownbrandawayfromoutmodedideasofmen’sandwomen’sfashion,
Gucci
partneredwithHarryStylesashepilotedhisincreasinglygenderfluiddresssense.
@ha
rrystyles
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
RELATABLEREALlSM
AseveΓyd?ylife9etsh?ΓdeΓ,cΓe?toΓs
?∩dbΓ?∩ds?Γe?li9∩i∩9themselves
with?chiev?blelifestyles
oveΓ?spiΓ?tio∩?lo∩es
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
RELATABLE
REALISM
Lifestylecontentisopeningupto
newkindsofaspiration.
Aspirationalcontent–visualisingthedreamlife–isthebreadandbutterofinfluence.But
research
hasfoundthatsocialcomparisonisonlyeffectiveifthegoalyou’restrivingforiswithintherealmofpossibility.Thatbody,holiday,orrelationshiphastobesomethingviewerscouldimaginethemselvesattaining.Luxuriousescapismstillhasitsplaceasinfluentialentertainment–justask
NaraSmith
.Buttoday,trulyaspirationalcontent–thestuffviewersmodeltheirlivesafter–ishavingtochangeshapetostayrealistic.Withsoaringcostofliving,newchallengesinforgingromanticconnections,andtheever-presentchancethatmuchoftoday’shousingcouldbe
underwater
inafewdecades,mostpeoplearestrivingforstability,notluxury.It’swhythelastdecade’sdreamjobwasaloftyBigTechsalary,buttoday’smostsought-afterjobisa
steadygovernmentrole
withadecentpension.
@sara
hklait
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
Visionof‘thegoodlife’
arebecomingaboutmorethanjustglamour
Inthiscontext,creatorspeddling‘thegoodlife’arehavingtoreappraisewhatthatlifelooksliketomakeitfeelrelevantforrealpeople.Thishasopenedupmorespaceforcreatorswhopositionfunnyorcalminglifestyles,notwealthyones,asaspirational–like@shabazsays,whomakeswealthylifestylesthebuttofhisjokes.Andforthestill-strongcurrentofglamorouscontent,thisoftenmeansaddinginahumanisinglayer–likeinfluencerJakeShane,who’shangingoutwith
celebBFF
SofiaRichieoneminute,andearnestlydocumentinghis
OCDdiagnosis
thenext.
@shabazsays’‘I’mRich,You’rePoor”seriesturnselitelifestylesintocomedymaterial
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHAT’S
DRIVINGIT?
Widespreadculturaluncertainty
Fromeconomicuncertaintyandunstableemployment,togeopoliticalconflictandwarfare,totheongoingravagesofclimatechange.
Normalisedculturalcriticism
Normalisedculturalcriticismofinfluencersandcelebrities
‘beingoutoftouch’
sincethecostoflivingcrisis.
@kimkarda
shian
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Neighbourhoodgoals
Peopleareengagingwithregionalcreators(e.g.,@hartofshetland)forlifestylecontentthat’smorerelatabletonon-capitalcityaudiences,andalsobecausetheyofferalternativeperspectives.
@hart_of_shetland
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Eliteself-awareness
Eliteinfluencersusedtobecoyabouttheirprivilegeinthehopesofseemingrelatable.Buttoday,audienceshavespaceforlavishinfluencerswhoareself-awareabouttheirstatus–likeAlixEarle,whomakesapointofowninguptothe
privilegedupbringing
shehadbeforeherTikTokfame.
@alix
earle
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Satire>striving
Inthewakeof
@shabazsays
virality,creatorshavebeenfindingmorelovefromdressingdownaspirationalcontentthanmakingitthemselves–like
@itssuzannelambert
satirethatinspiredcountlessusers
of
all
ages
topokefunatthe
loftyaspirationspushedbyinfluencers
or
@annadanielocook
,whosedeadpanlandlordroastsandhousingcrisisexplainersshowthetruelifestyleoflow-incomeLondoners.
@anna
danielocook
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERlGHTTOREl∩VE∩TlO∩
2.RELATABLEREALlSM
3.l∩FLUE∩TlALALLlES
4.CREDlBLECREATlVlTV
5.EXTREMEl∩FLUE∩CE
WHATDOESTHlSMEA∩
FORBRA∩DS?
AspiΓ?tio∩?llifestyleco∩te∩tis?h?ΓdeΓ
selli∩tod?y’seco∩omicclim?te,me?∩i∩9bΓ?∩dsh?vetothi∩hc?Γefully?bouthow
theypositio∩themselves?∩dtheiΓpΓoducts
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
FORBRANDS?
Achievabledreams
Whenmakinglifestylecontent,brandscanpartnerwithcreatorswhosevisionof‘thegoodlife’ismoreachievableandwholesome,ratherthanoverlyluxuriousorfar-reaching.It’ssomethingweseewithbrandslikeApplePay,whoswappednarrativesofgrandpurchasesforapartnershipwith@bricks.and.disordershowingthebrand’sroleinahumble,DIYreno.
@bricks.and.disorder
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
@uglyvegan
FORBRANDS?
Relaxedlifestyles
Lifestylebrandscanpartnerwithcreatorsthatpursue‘soft’versionsofpassionsorpastimes–likeNationalTrustdidwhenitrebrandedhikingaschillthroughitspartnershipwith@softgirlswhohike,orlikebakerychainGreggsdidbycelebratingtheworkofUglyVegan,afoodbloggerknownforchampioningugly,low-effortmealsoverornatecooking.
@softgirlswhohike
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
INFLUENTIALALLIES
Fortoday’screators,
allyshipislessaboutexpressingvalues,
andmoreaboutcontentthatdisruptsthestatusquo
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
INFLUENTIALALLIES
》Forcreators,talkingaboutvalues
doesn’tconstituteallyshipanymore
Fewwouldsaytoday'ssocietyhasnailed'equality',butadvocatingforafairandequalworldforallisapopularpartyline.Inkeepingwiththis,inrecentyearswe’veseencreatorsengageinactsofaltruismtodemonstratetheir“niceguy”credentials–atrendembodiedbyMr.Beast's
loudcharitableendeavours
,likefundingmasssight-restorationsurgeryfortheblind.Butinthiscontext,there’s
increasingconcern
thatphilanthropyisbeingusedforthepurpose
ofonlineclout
.Asaudiencesbecomescepticalofmoralposturing,creatorsareshiftingawayfromtalkingaboutvalues,andareinsteadoptingforworkthatactivelydisruptsorchallengesthestatusquo–whetherbyreclaimingonlinespacesfortheunder-representedorhelpingaudiencesimaginealternativesocietiesorotherpossiblefutures.
@Mr
Beast
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
Creatorsarehelpingviewers
visualiseotherpossibleworlds
Forexample,
AITikTokcreators
arereimagininghistoryfromadecolonisedperspective,askingquestionslike
“WhatifIndiaruledGreatBritain?”
,findingtongue-in-cheekwaystochallengepeopletothinkthroughanon-Eurocentriclens.Forcreators,performativealtruismisout;allyshipandpassing-it-onisin.
@what
.if_ai
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHAT’S
DRIVINGIT?
Pushingbackonprofiteering
Ascommunitiesbecomebetterversedinthenuancesofdiversity,equityandinclusion,they’remoreconfidentincallingoutpeopleprofitingoffcommunitiesratherthantacklingtherootcausesoftheproblem.
》Representationalprogress
Inmanyspaces,anti-wokenessand
diversityfatigue
arestillundercuttingrepresentation.Butinmoreprogressivepartsoftheinternet,under-representedcommunitieshavereachedatippingpointwherebyrepresentationisexpected,nota“nicetohave”.
@blair
imani
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
Passingthemic
USactress,writer,andproducerIssaRaehaslaunched
Ensemble
,acompanydedicatedtoconnectingdiverseandunderrepresentedcreatorswithbrands.AstheCreatorEconomyexpands,sheaimstobridgethegapbetweentheintentiontosupportdiversityandtakingactionablesteps,byfinancingandsupportingamorevariedgroupofcreators.Thisfollowseffortsfrom
TikTokwithitsCollective
programme
thathelped33non-traditionalfashioninfluencersconnectand“speed-date”withluxuryfashionbrandsacrossthefourmajorfashionweeks.
@issarae
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATARE
CREATORSDOING?
》》Reclaimingthenarrative
Thereareagrowingnumberofcreatorswhosegoalistoshowcasemultifacetedidentities.RaphaelVicentespotlightstherichcultureinthefavelas–spacesoftenportrayedasviolentandhyper-masculine,butwhoserealityiscreativelyinspiring,diverse,andmoreunifiedthanstereotypessuggest.
@raphaelviicente
1.THERlGHTTOREl∩VE∩TlO∩
2.RELATABLEREALlSM
3.l∩FLUE∩TlALALLlES
4.CREDlBLECREATlVlTV
5.EXTREMEl∩FLUE∩CE
WHATARE
CREATORSDOl∩G?
》》》Ch?lle∩9i∩9?cceptedtΓuths
KahlilGreene,aGenZHistorianonTikTok,useshisplatformtochallengeandeducatethroughtheanalysisofobscurehistorymomentsaswellascontemporaryculturalmoments–fromMexico’sfirstBlackPresidenttotheBlackHistoryofCowboyCarteraswellasadvocatingforreparations.
@kahlilgreene
1.THERlGHTTOREl∩VE∩TlO∩
2.RELATABLEREALlSM
3.l∩FLUE∩TlALALLlES
4.CREDlBLECREATlVlTV
5.EXTREMEl∩FLUE∩CE
WHATDOESTHlSMEA∩
FORBRA∩DS?
AscΓe?toΓssw?pv?luesfoΓ?ctio∩s,bΓ?∩dswillh?vetothi∩hmoΓe?bouthowtot?∩9iblydemo∩stΓ?tetheiΓpositiveimp?ct.
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
FORBRANDS?
Reparations,notrepresentation.
Withinfluencersadvocatingforreparations,brandsshouldgobeyondrepresentationandsupportminority-ownedbusinessesaswellasworkingcollaborativelywiththeunder-representedcommunitiesallyearround.Initiativessuch
asBuyFromABlackWoman–sponsoredbyH&M–
helpcompaniesdotherightthing
byprovidingincometoBlack-ownedbusinesses.
@buyfromabla
ckwoman
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
FORBRANDS?
Compassionatecollaborations
Considercollaboratingwiththeindustryandotherbrandstomakearealdifference.The
UnignorableAdbreak
wheretenofAustralia’smostwellknownbrandscametogetherinsupportofdifferentlyabledrepresentationbyincludingdifferentlyabledpeopleinkeyscenesintheiradvertising.
@special@gluesociety
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
WHATDOESTHISMEAN
FORBRANDS?
End-to-endsupport
Whenworkingwithmarginalisedindividuals,accurateandnuancedrepresentationisjustafirststep–after-careisakeycomponentofaculturally-sensitiveactivation.NikemodelledthisintheirworkwithDylanMulvaney:whilethetransinfluencerhaspreviouslybeenleftinthelurchbybrandpartnersduringanti-transbacklash,Nikerespondedtoanti-transthreatswithpostsencouraginguserstobe‘kind’and‘inclusive’.
@dylanmulvaney
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
CREDIBLECREATIVITY
Creatorpartnershipsareallowingbrands
toengagewithculturallyauthentic
modesofcreativity
NEXTGENINFLUENCE:TRENDSDEFININGANEWERAOFBRANDANDCREATORCOLLABORATION?WEARESOCIAL2024
1.THERIGHTTOREINVENTION
2.RELATABLEREALISM
3.INFLUENTIALALLIES
4.CREDIBLECREATIVITY
5.EXTREMEINFLUENCE
CREDIBLECREATIVITY
It’snoteasytobeabrandontheinternet
Ononeside,savvieraudienceshatetohavetheirviewingexperience
interrupted
byadcontent.Ontheother,lowerbarrierstoentryhavesuperchargedcreativeproduction–meaningmorecontentvyingforthesamefiniteattentionspans.Inthiscontext,thebartocreativityishigher.Thisistrueforeveryone,butit’shardestforbrands,whohavetobeasentertainingastheirhumancounterparts,withoutthegracegiventohumansfortheirflaws–it’swhyacreatorlike
WillMahony
isbelovedforhiscontroversy,while
Ba
溫馨提示
- 1. 本站所有資源如無(wú)特殊說(shuō)明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
- 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
- 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁(yè)內(nèi)容里面會(huì)有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
- 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
- 5. 人人文庫(kù)網(wǎng)僅提供信息存儲(chǔ)空間,僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
- 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請(qǐng)與我們聯(lián)系,我們立即糾正。
- 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。
最新文檔
- 浙大城市學(xué)院《機(jī)械設(shè)計(jì)專業(yè)英語(yǔ)》2023-2024學(xué)年第二學(xué)期期末試卷
- 中國(guó)政法大學(xué)《機(jī)電工程基礎(chǔ)》2023-2024學(xué)年第二學(xué)期期末試卷
- 2025年面試保育員筆試題及答案
- 2025年日語(yǔ)n2考前試題及答案
- 2025年韻母考試題庫(kù)及答案
- 蒸汽清凈機(jī)操作規(guī)程
- 技工切割磨光機(jī)操作規(guī)程
- 2025年預(yù)檢分診制度試題及答案
- 各種搶救制度及物品使用制度及流程復(fù)習(xí)測(cè)試有答案
- 2025年養(yǎng)發(fā)護(hù)發(fā)測(cè)試題及答案
- 個(gè)人裝修合同電子版標(biāo)準(zhǔn)版正規(guī)范本(通用版)
- 抗心律失常藥物臨床應(yīng)用中國(guó)專家共識(shí)(2023版)解讀
- 新風(fēng)pvc施工方案
- 產(chǎn)品國(guó)產(chǎn)化證明書
- 詢價(jià)投標(biāo)文件(范本)
- 2023互聯(lián)網(wǎng)交互式服務(wù)安全管理要求 第7部分:云服務(wù)
- 馬克思恩格斯列寧經(jīng)典著作選讀課件
- 機(jī)械裝配工藝作業(yè)指導(dǎo)書
- 醫(yī)學(xué)專家談靈芝孢子粉課件
- 初中綜合實(shí)踐活動(dòng)《動(dòng)技術(shù)-1探究營(yíng)養(yǎng)與烹飪》培優(yōu)課件
- (完整word版)風(fēng)電項(xiàng)目開發(fā)前期工作流程
評(píng)論
0/150
提交評(píng)論