In the rapidly evolving world of the creator economy, the rules of engagement are being rewritten. Global socially-led creative agency, We Are Social, has launched its highly anticipated Next Gen Influence report, shedding light on the trends transforming brand-creator collaboration. This report identifies the forces driving these changes, alongside some of the next-gen creators who are redefining what it means to influence.
Mobbie Nazir, Global Chief Strategy Officer at We Are Social, explains, “The ‘creator economy’ is a force of industry, but it ladders up directly from the work, whims, and playfulness of individuals. The same grassroots energy that makes it so vibrant and pliable is what makes it quick to change, and harder to keep a handle on.”
Here are the five defining trends We Are Social has identified:
The Right to Reinvention
The idea of authenticity in the creator economy has shifted. With influencers evolving and audiences maturing, creators are constantly reinventing themselves to remain relevant. A standout example is Julie Vu, the first transgender houseguest on Big Brother Canada, who narrates her journey of transformation, capturing hearts with both her glamour and humour.
Relatable Realism
In an age where stability is valued over luxury, aspirational content is taking on a more relatable tone. Ethical creators like @hart_of_shetland exemplify this shift, showcasing a simpler, more achievable lifestyle that resonates with non-urban audiences.
Influential Allies
Philanthropy has long been a marker of ethical influence, but creators are now moving beyond posturing, as seen with Taoist priest and creator, Lee Chee Tong (@quanzhentaoist). His bold religious journey, which goes against the grain for many young people, uses TikTok to break down Taoist practices and dispel misconceptions.
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Credible Creativity
In an era of hyper-online content, creators like Marc Jacobs collaborator, @sylvaniandrama, are pushing boundaries with subversive, humorous content that challenges traditional brand norms. Brands partnering with these creators are gaining access to a new type of cultural relevance.
Extreme Influence
Amidst a sea of fast-moving, low-quality content, some creators are cutting through the noise with extreme and niche content. Zermatt Neo, an extreme eating enthusiast, is carving out his unique space, turning extreme food challenges into a compelling lifestyle narrative.
Anton Reyniers, Head of Strategy at We Are Social Singapore, adds, “In Southeast Asia, the rising cost of living has pushed creators to shift their content towards more relatable, empathetic messages. Brands must stay on top of these trends to avoid missing the mark.”
The Next Gen Influence report will be presented at DMexco in Cologne, Germany on September 18th, and is available for download on We Are Social’s website. With its deep dive into cultural motivations and brand collaboration, this report is a must-read for marketers navigating the fast-changing world of influence.
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