2024年下一代影响力：定义品牌与网红合作新时代的趋势报告（英文版）

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‘alwaysonline’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

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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

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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

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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

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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

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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

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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

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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

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CREDIBLECREATIVITY

It’snoteasytobeabrandontheinternet

Ononeside,savvieraudienceshatetohavetheirviewingexperience

interrupted

byadcontent.Ontheother,lowerbarrierstoentryhavesuperchargedcreativeproduction–meaningmorecontentvyingforthesamefiniteattentionspans.Inthiscontext,thebartocreativityishigher.Thisistrueforeveryone,butit’shardestforbrands,whohavetobeasentertainingastheirhumancounterparts,withoutthegracegiventohumansfortheirflaws–it’swhyacreatorlike

WillMahony

isbelovedforhiscontroversy,while

Ba