Like many other marketing disciplines, the influencer market is not immune to the power of trends. In Brazil, 60% of people prefer creators who speak to them and with whom they identify, while 50% actually listen to the opinions of experts on the subject, according to data from the Creator Economy report, produced by Cadastra.
The numbers raised by the report highlight a primary trend: consumers will interact with influencers with whom they identify, whether this identification is achieved through a feeling of closeness or through the technical knowledge demonstrated by a creator on a specific subject.
Naturally, we are talking about a diverse country, which as such, is home to countless interest groups guided by the most varied themes, focuses and causes. Therefore, representation emerges as the guiding thread of this primary trend, and can be achieved, mainly, by the diversity also offered by the universe of influencers.
In a chat with Clube Mundo do Marketing, Raphael ivory coast whatsapp data Pinho, co-founder and CEO of Spark, pointed out four trends that should contribute to the construction of well-founded exchanges between consumers and influencers – creators or not –, classified by the CEO as “content experts”.
The Trends
For Pinho, modern social platforms are an excellent mirror for projecting the future of the segment. “We strongly believe in the social commerce trend, which involves platforms taking on a very important role in sales and conversion. We see TikTok and YouTube investing heavily in this area,” said the CEO.
Another trend is directly linked to the use of Artificial Intelligence (AI) as an empowerment tool for modern influencers. “AI is having a super relevant impact on the Creators Economy, as it allows for a much greater volume of quality content production and contributes to a freer, more open internet, full of relevant productions,” he continues.
Finally, the ways in which creators and influencers operate also reflect trends that are expected to dictate the direction of this market in the coming years. “More and more influencers are starting their own brands, while others are actively participating as protagonists in the development and communication of the brands they work with, producing independent content and generating assets. Therefore, the trend is for influencers to increasingly take on the responsibility of being content experts,” concludes Pinho.
Differences between creators and influencers
It is worth remembering that creators are people who, through creativity, create original content in a broader way, whether for brands, companies, clients or whatever. They can create their content for pure leisure or professionally, depending on their audience and goals.