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Influencer Marketing
Marketing Predictions
Digital Influencers
Future of Marketing
Micro-Influencers
ARTICLE #133
The end of the influencer era: What are the future predictions?
Influencer Marketing
Marketing Predictions
Digital Influencers
Future of Marketing
Micro-Influencers
Written by:
3 min read
Updated on: October 31, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
In recent years, influencers have dominated the digital world, dictating fashion, shaping trends, and becoming the faces of several brands. However, a shift is happening that signals the end of the influencer era as we know it.
There has been a significant decline in engagement rates all because of the oversaturation of sponsored posts and product endorsements. Many users now understand the commercial nature of influencer marketing, which often prioritises profit over genuine recommendations. As a result, there is a rising preference for authentic, user-generated content that offers real experiences and honest reviews.
Gen Z also values transparency and is more likely to support brands that align with their values and exhibit social responsibility. Considering these factors, we have enlisted some predictions for the shifts that can occur in the coming years.
In recent years, influencers have dominated the digital world, dictating fashion, shaping trends, and becoming the faces of several brands. However, a shift is happening that signals the end of the influencer era as we know it.
There has been a significant decline in engagement rates all because of the oversaturation of sponsored posts and product endorsements. Many users now understand the commercial nature of influencer marketing, which often prioritises profit over genuine recommendations. As a result, there is a rising preference for authentic, user-generated content that offers real experiences and honest reviews.
Gen Z also values transparency and is more likely to support brands that align with their values and exhibit social responsibility. Considering these factors, we have enlisted some predictions for the shifts that can occur in the coming years.
In recent years, influencers have dominated the digital world, dictating fashion, shaping trends, and becoming the faces of several brands. However, a shift is happening that signals the end of the influencer era as we know it.
There has been a significant decline in engagement rates all because of the oversaturation of sponsored posts and product endorsements. Many users now understand the commercial nature of influencer marketing, which often prioritises profit over genuine recommendations. As a result, there is a rising preference for authentic, user-generated content that offers real experiences and honest reviews.
Gen Z also values transparency and is more likely to support brands that align with their values and exhibit social responsibility. Considering these factors, we have enlisted some predictions for the shifts that can occur in the coming years.
Shift to B2B influencer marketing
Shift to B2B influencer marketing
Shift to B2B influencer marketing
Ogilvy’s recent research on B2B influencers shows that 75% of B2B marketers actively use B2B influencer marketing. Almost 49% rely on influencers to increase brand credibility and trustworthiness, while 40% increase sales and lead generation due to influencer marketing.
So, in the future, there will be collaboration with industry leaders, experts, and thought leaders with strong followings in niche sectors. These influencers won't be just celebrities or social media stars but professionals whose opinions and insights are highly valued within their specific industries.
These partnerships can be highly effective on platforms like LinkedIn to build brand awareness, generate leads, and increase the brand's credibility.
Ogilvy’s recent research on B2B influencers shows that 75% of B2B marketers actively use B2B influencer marketing. Almost 49% rely on influencers to increase brand credibility and trustworthiness, while 40% increase sales and lead generation due to influencer marketing.
So, in the future, there will be collaboration with industry leaders, experts, and thought leaders with strong followings in niche sectors. These influencers won't be just celebrities or social media stars but professionals whose opinions and insights are highly valued within their specific industries.
These partnerships can be highly effective on platforms like LinkedIn to build brand awareness, generate leads, and increase the brand's credibility.
Ogilvy’s recent research on B2B influencers shows that 75% of B2B marketers actively use B2B influencer marketing. Almost 49% rely on influencers to increase brand credibility and trustworthiness, while 40% increase sales and lead generation due to influencer marketing.
So, in the future, there will be collaboration with industry leaders, experts, and thought leaders with strong followings in niche sectors. These influencers won't be just celebrities or social media stars but professionals whose opinions and insights are highly valued within their specific industries.
These partnerships can be highly effective on platforms like LinkedIn to build brand awareness, generate leads, and increase the brand's credibility.
Building influencer-led communities
Brands want an engaged audience to interact with their products and purchase them, and influencers aim to build a large following or an audience that responds to their prompts, allowing them to get paid.
On the other hand, the audience wants fact-filled recommendations from influencers and quality products/services from brands to improve their lifestyle. And who is the problem solver here? Influencer communities.
Statistics show that 76% of internet users admit that they participate in online communities on a daily basis, and according to another report, 86% of Fortune 500 companies believe communities provide valuable insights into customer needs.
To form deeper and more authentic relationships with consumers, brands are now launching their own creator communities to help them produce content, deliver product inspiration, and advise on marketing campaigns.
Influencers within niche communities are powerful advocates for the brands and products they love. One of the best examples is Bubble, which highlights how strong word-of-mouth is when scaling an influencer community. Consistent promotion and reposting of their brand ambassadors show that their community growth efforts are always front-and-centre.
Brands want an engaged audience to interact with their products and purchase them, and influencers aim to build a large following or an audience that responds to their prompts, allowing them to get paid.
On the other hand, the audience wants fact-filled recommendations from influencers and quality products/services from brands to improve their lifestyle. And who is the problem solver here? Influencer communities.
Statistics show that 76% of internet users admit that they participate in online communities on a daily basis, and according to another report, 86% of Fortune 500 companies believe communities provide valuable insights into customer needs.
To form deeper and more authentic relationships with consumers, brands are now launching their own creator communities to help them produce content, deliver product inspiration, and advise on marketing campaigns.
Influencers within niche communities are powerful advocates for the brands and products they love. One of the best examples is Bubble, which highlights how strong word-of-mouth is when scaling an influencer community. Consistent promotion and reposting of their brand ambassadors show that their community growth efforts are always front-and-centre.
Brands want an engaged audience to interact with their products and purchase them, and influencers aim to build a large following or an audience that responds to their prompts, allowing them to get paid.
On the other hand, the audience wants fact-filled recommendations from influencers and quality products/services from brands to improve their lifestyle. And who is the problem solver here? Influencer communities.
Statistics show that 76% of internet users admit that they participate in online communities on a daily basis, and according to another report, 86% of Fortune 500 companies believe communities provide valuable insights into customer needs.
To form deeper and more authentic relationships with consumers, brands are now launching their own creator communities to help them produce content, deliver product inspiration, and advise on marketing campaigns.
Influencers within niche communities are powerful advocates for the brands and products they love. One of the best examples is Bubble, which highlights how strong word-of-mouth is when scaling an influencer community. Consistent promotion and reposting of their brand ambassadors show that their community growth efforts are always front-and-centre.
Employees as the face of the brand
Employees are the best advocates for any company because their daily routine revolves around improving the brand and its products. Statistics show that audiences increase up to 561% when employees share a brand message compared to when it is shared via a corporate channel.
Employee-generated content, or EGC, is the new trend sweeping the internet. First confined to LinkedIn, it is now grabbing attention on TikTok, Instagram, and YouTube. EGC builds trust, and stats show that 86% of brands use user-generated content as part of their marketing strategy. When you display real people behind your brand, you create a human connection that traditional marketing can't replicate.
Creators like Lily Effingwell provide an inside look into daily life at companies such as Salesforce; similarly, brands like Mejuri and Poppi also use TikTok to showcase a more authentic and spontaneous side.
Not just employees, some of the savviest brands even have their own founders acting as influencers. Notable examples are Emily Weiss of Glossier and Matilda Djerf of Djerf Avenue.
Employees are the best advocates for any company because their daily routine revolves around improving the brand and its products. Statistics show that audiences increase up to 561% when employees share a brand message compared to when it is shared via a corporate channel.
Employee-generated content, or EGC, is the new trend sweeping the internet. First confined to LinkedIn, it is now grabbing attention on TikTok, Instagram, and YouTube. EGC builds trust, and stats show that 86% of brands use user-generated content as part of their marketing strategy. When you display real people behind your brand, you create a human connection that traditional marketing can't replicate.
Creators like Lily Effingwell provide an inside look into daily life at companies such as Salesforce; similarly, brands like Mejuri and Poppi also use TikTok to showcase a more authentic and spontaneous side.
Not just employees, some of the savviest brands even have their own founders acting as influencers. Notable examples are Emily Weiss of Glossier and Matilda Djerf of Djerf Avenue.
Employees are the best advocates for any company because their daily routine revolves around improving the brand and its products. Statistics show that audiences increase up to 561% when employees share a brand message compared to when it is shared via a corporate channel.
Employee-generated content, or EGC, is the new trend sweeping the internet. First confined to LinkedIn, it is now grabbing attention on TikTok, Instagram, and YouTube. EGC builds trust, and stats show that 86% of brands use user-generated content as part of their marketing strategy. When you display real people behind your brand, you create a human connection that traditional marketing can't replicate.
Creators like Lily Effingwell provide an inside look into daily life at companies such as Salesforce; similarly, brands like Mejuri and Poppi also use TikTok to showcase a more authentic and spontaneous side.
Not just employees, some of the savviest brands even have their own founders acting as influencers. Notable examples are Emily Weiss of Glossier and Matilda Djerf of Djerf Avenue.
Prioritising quality over quantity in influencer partnerships
Brands are prioritising collaboration with micro-influencers instead of top creators or celebrities boasting hundreds of thousands to millions of followers. The reason is transparency and authenticity, which micro-influencers can't afford to compromise when promoting a product.
According to a survey, 82% of consumers admit they would be very likely to follow a recommendation from a micro-influencer.
Poppi provides a perfect example of prioritising quality over quantity. At Coachella, instead of inviting a large group of influencers to promote their brand, Poppi took a more selective approach and chose to partner with just one key influencer and her small group of friends.
Similarly, Daniel Wellington, a Swedish watch brand, uses micro-influencers with highly engaged audiences instead of focusing on influencers with millions of followers.
Brands are prioritising collaboration with micro-influencers instead of top creators or celebrities boasting hundreds of thousands to millions of followers. The reason is transparency and authenticity, which micro-influencers can't afford to compromise when promoting a product.
According to a survey, 82% of consumers admit they would be very likely to follow a recommendation from a micro-influencer.
Poppi provides a perfect example of prioritising quality over quantity. At Coachella, instead of inviting a large group of influencers to promote their brand, Poppi took a more selective approach and chose to partner with just one key influencer and her small group of friends.
Similarly, Daniel Wellington, a Swedish watch brand, uses micro-influencers with highly engaged audiences instead of focusing on influencers with millions of followers.
Brands are prioritising collaboration with micro-influencers instead of top creators or celebrities boasting hundreds of thousands to millions of followers. The reason is transparency and authenticity, which micro-influencers can't afford to compromise when promoting a product.
According to a survey, 82% of consumers admit they would be very likely to follow a recommendation from a micro-influencer.
Poppi provides a perfect example of prioritising quality over quantity. At Coachella, instead of inviting a large group of influencers to promote their brand, Poppi took a more selective approach and chose to partner with just one key influencer and her small group of friends.
Similarly, Daniel Wellington, a Swedish watch brand, uses micro-influencers with highly engaged audiences instead of focusing on influencers with millions of followers.
Adopting private, non-social fan spaces
With the decline in daily social media usage, influencers might shift their focus from large social media platforms like TikTok, Instagram, or Twitter to more private digital spaces. The trend will be useful for online users who want more meaningful and personal interactions instead of scrolling through endless content feeds.
Nowadays, influencers are using platforms like Substack or Patreon, where fans can subscribe to receive exclusive content or benefits. They provide premium content on these platforms in exchange for a subscription fee.
Influencers may also move to exclusive or brand-dedicated forums instead of relying on the algorithms of major social media platforms. Discord servers or Broadcast Channels on Instagram are also good options for having more focused and ongoing conversations between influencers and fans.
With the decline in daily social media usage, influencers might shift their focus from large social media platforms like TikTok, Instagram, or Twitter to more private digital spaces. The trend will be useful for online users who want more meaningful and personal interactions instead of scrolling through endless content feeds.
Nowadays, influencers are using platforms like Substack or Patreon, where fans can subscribe to receive exclusive content or benefits. They provide premium content on these platforms in exchange for a subscription fee.
Influencers may also move to exclusive or brand-dedicated forums instead of relying on the algorithms of major social media platforms. Discord servers or Broadcast Channels on Instagram are also good options for having more focused and ongoing conversations between influencers and fans.
With the decline in daily social media usage, influencers might shift their focus from large social media platforms like TikTok, Instagram, or Twitter to more private digital spaces. The trend will be useful for online users who want more meaningful and personal interactions instead of scrolling through endless content feeds.
Nowadays, influencers are using platforms like Substack or Patreon, where fans can subscribe to receive exclusive content or benefits. They provide premium content on these platforms in exchange for a subscription fee.
Influencers may also move to exclusive or brand-dedicated forums instead of relying on the algorithms of major social media platforms. Discord servers or Broadcast Channels on Instagram are also good options for having more focused and ongoing conversations between influencers and fans.
Final Thoughts
Though the end of influencers might be on the horizon, it doesn't mean the influence itself is fading. In reality, we will witness a shift towards a more authentic, community-driven approach. Authenticity is being diluted, posing a challenge for influencers and brands seeking genuine engagement. Consumers are starting to get fatigued with branded and sponsored content. However, the future holds a lot of potential for those who can adapt, build genuine connections, and provide real value to their audience, not for those who will claim that their time is up.
Though the end of influencers might be on the horizon, it doesn't mean the influence itself is fading. In reality, we will witness a shift towards a more authentic, community-driven approach. Authenticity is being diluted, posing a challenge for influencers and brands seeking genuine engagement. Consumers are starting to get fatigued with branded and sponsored content. However, the future holds a lot of potential for those who can adapt, build genuine connections, and provide real value to their audience, not for those who will claim that their time is up.
Though the end of influencers might be on the horizon, it doesn't mean the influence itself is fading. In reality, we will witness a shift towards a more authentic, community-driven approach. Authenticity is being diluted, posing a challenge for influencers and brands seeking genuine engagement. Consumers are starting to get fatigued with branded and sponsored content. However, the future holds a lot of potential for those who can adapt, build genuine connections, and provide real value to their audience, not for those who will claim that their time is up.
ARTICLE #133
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