SINGAPORE — An increasingly professionalized landscape, new production norms, changed audiences and demand for authentic “always on” content has permanently shifted the creator landscape, according to a new report from global socially-led creative agency We Are Social.
The “Next Gen Influence” report – available to download on We Are Social’s website – sets out five trends defining a new era of brand and creator collaboration. It describes what’s driving them and the implications for brands, featuring examples from the likes of Booking.com, H&M, and more.
Within each trend, the agency has identified a cohort of fast-growing creators that represent the next generation of influence. These range from Kahlil Greene, a Gen Z Historian on TikTok who uses his platform to rewrite our understandings of history, to John Pork, an AI-enhanced Travel Influencer who happens to be a pig.
The “Next Gen Influence” trends are:
The Right to Reinvention
Social loves a “journey,” but in today’s creator economy, this focus on the journey has complicated our idea of authenticity. Authenticity used to require consistency, but today – with child influencers growing up, and mainstays ageing out – audiences used to watching people change. In this context, creators are planning their evolutions to draw in new viewers.
Featured creator: Julie Vu, the first transgender houseguest on Big Brother Canada, is masterful for her glamour and her humor. But she’s really won the love of audiences for making content that narrativizes and visualizes “the journey” of her trans evolution, as much as the destination.
Relatable Realism
Aspirational content is the bread and butter of influence. But today – with most people striving for stability, not luxury – aspiration is having to change shape to stay realistic. Now, creators peddling “the good life” are having to reappraise what that life looks like to make it feel relevant for real people. This means lifestyle content that’s less about glamour and luxury, and more about calm and stability.
Featured creator: @hart_of_shetland – a former city-dweller now making ethical crafts on the Shetland Islands – shows off her enviable vistas and close-knit neighborhood. But lifestyle content feels real and achievable to non-capital city audiences, offering alternative perspectives to urban-dominated social.
Influential Allies
In recent years we’ve seen creators engage in acts of altruism to demonstrate their ethical credentials – a trend embodied by Kevin Wee of Radical Kindness, who went viral after filming himself performing random acts of kindness for strangers around Singapore. But in this context, there’s increasing concern that philanthropy is being used for the purpose of online clout. As audiences become sceptical of moral posturing, creators are swapping work that claims values for work that actively disrupts or challenges the status quo.
Featured creator: At a time where many young people are opting out of religion, Lee Chee Tong (@quanzhentaoist), a 24-year-old from Singapore, went against the grain to become ordained as a Taoist priest despite not being raised as religious. Now he uses TikTok to break down the history of the religion, its rituals, and common misconceptions about it including how it differs from other religions like Buddhism.
Credible Creativity
On today’s social channels, a new wave of culturally impactful creativity is thriving, driven forward by creators who’ve mastered “very online” modes of communicating. These approaches – from making work inspired by fanfic to repackaging vulnerability as entertainment – are pushing the creative bar higher for everyone, but especially for brands, who have to be as entertaining as their human counterparts, but without the same license for imperfection or human charm attributed to real people.
Featured creator: Subversive undertones are everywhere on social. While brands themselves might get side-eye for poking fun at topics like addiction, partnerships with playfully risqué creators – like Marc Jacobs’ work with @sylvaniandrama – gives brands more license to participate in irreverent, “very online” humor.
Extreme Influence
The “dead internet theory” is one of many laments of how bots, trend cycles, and garbage content have thrust online creativity into crisis. For today’s creators – who find themselves wading through a sea of content that’s loud and fast-moving, but often lacking in creative merit – it’s difficult to stand out. As the next generation of creators navigate this space, they’re leaning into the unusual and extreme, trying to break the internet’s unspoken rules to make an impact.
Featured creator: To combat this sea of sameness, creators like Zermatt Neo, are pushing the boundaries of mundane food reviews and content. Instead, Neo leans into his niche interest in extreme eating challenges and the lifestyle he has cultivated to make it sustainable.
To identify the trends, We Are Social conducted a mixed-methodological approach to analysing influence, using quantitative, qualitative, and cultural analysis. Through contextual desk research, expert interviews, and using influencer identification platform Tagger to identify recent fastest-growth creators, its Cultural Insights department used thematic analysis to identify five emergent trends shaping the influencer marketing category.
Mobbie Nazir, Global Chief Strategy Officer at We Are Social, commented: “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.”
“One glance at the content made by today’s creators – its tone, topics, and production norms – shows a culture that’s changed dramatically in the decade since influence’s infancy. ‘Next Gen Influence’ examines today’s creator economy not for its surface level shifts, but for the deeper motivations that’ll impact brand-creator collaboration in the long term.”
Anton Reyniers, Head of Strategy at We Are Social Singapore, added: “’Next Gen Influence’ offers insights that will help brands across Southeast Asia to contextualzse how they work with creators. In some parts of Asia, for example, we’re seeing an unprecedented rise in the cost of living which has resulted in creators paring back the indulgent lifestyles they once displayed in their content. We’ve seen notable waves of followers in the region abandon those who aren’t empathetic or relatable to what is increasingly becoming harder times. It is critical for brands today to stay on top of these trends and the shape-shifting cultural force of the creator economy. It moves ridiculously fast, so those who don’t will likely miss the mark.”
Download the full report now. We Are Social will be presenting the report at the DMexco conference in Cologne, Germany on September 18.
