A new report from socially-led creative agency, We Are Social, sheds light on the evolving influencer landscape, outlining five key trends shaping brand and creator collaborations.
The Next Gen Influence report provides insights into how the influencer ecosystem has shifted due to increasing professionalism, new production norms, and demand for authentic, always-on content. The report also profiles rising creators like Kahlil Greene, a Gen Z historian, and John Pork, an AI-enhanced travel influencer.
As the influencer economy evolves, brands are being urged to adapt to changing audience preferences and explore new opportunities for collaboration. The report highlights the growing need for brands to align with creators who reflect current cultural shifts. It features case studies from prominent brands such as Booking.com and H&M, illustrating how these trends are influencing brand strategies.
Trends Defining the Next Generation of Influence
One of the major findings of the report is the shift in how authenticity is perceived. The trend, referred to as “The Right to Reinvention,” indicates that audiences are now more accepting of creators who evolve and reinvent themselves over time. As influencers grow older or experience personal changes, their followers increasingly value their journey, rather than expecting consistent messaging or style. Julie Vu, a transgender content creator, exemplifies this shift, capturing her audience by sharing her personal evolution with humour and glamour.
Another significant trend, “Relatable Realism,” addresses how aspiration in influencer content has evolved. With many people now focused on achieving stability rather than luxury, creators are adapting their content to present a more grounded, achievable version of success. Influencers like hart_of_shetland, who shares her ethical crafting journey from the Shetland Islands, embody this trend by showcasing a lifestyle that resonates with non-urban audiences.
The Rise of Influential Allies and Credible Creativity
“We Are Social” also highlights a growing shift towards “Influential Allies,” where creators focus on activism and challenging the status quo, rather than simply showcasing their values through charitable work. Creators like Kahlil Greene, who uses TikTok to revisit and challenge overlooked historical narratives, are part of this trend. He engages audiences by highlighting lesser-known facts, such as the existence of a Black president in Mexico long before the US had Barack Obama, sparking important conversations about historical representation.
“Credible Creativity” is another notable development. With the explosion of user-generated content, creators are raising the bar for brands in terms of entertainment value. Creators who embrace online subcultures, fanfic, and vulnerability-driven content are pushing the boundaries of creativity. However, brands face unique challenges when trying to replicate this content, as their marketing lacks the human imperfections that make creator content relatable. Partnerships, such as Marc Jacobs working with the risqué creator sylvaniandrama, are one solution for brands seeking to engage in this space.
Navigating an Oversaturated Content Environment
The final trend, “Extreme Influence,” addresses the current saturation of social media platforms. As more creators flood the internet with content, it has become harder for influencers to stand out. To combat this, the next generation of creators is pushing boundaries by embracing unusual and extreme content that challenges the norms of online creativity. Max Webb’s lo-fi, adventure-packed sports content is one example of how creators are using bold and unconventional approaches to break through the noise.
The report also highlights how the rise of AI-driven content creation is playing a role in reshaping the influencer economy. AI influencers, like John Pork, are becoming an increasingly prominent part of the conversation, blending human creativity with machine-generated personalities.
Data-Driven Insights on Emerging Influencer Trends
We Are Social conducted the research through a combination of quantitative and qualitative methods, supported by contextual desk research, expert interviews, and influencer identification platform Tagger. Its Cultural Insights department employed thematic analysis to identify the trends driving the influencer marketing category forward.
Mobbie Nazir, Global Chief Strategy Officer at We Are Social, explained: “The creator economy is growing rapidly, driven not only by platforms but by the individuals working in those spaces. They are finding ever more creative and distinct ways to engage audiences at scale. In this continuously evolving ecosystem, keeping up with the latest movements can be hard for brands. Our Next Gen Influence report maps out not just the surface-level shifts, but the deeper motivations impacting brand-creator collaborations in the long term.”
As the influencer landscape becomes more dynamic, B2B marketers can take note of these trends to better understand how to align with creators who represent the next generation of influence. The growing professionalisation of the space, combined with audience demand for authenticity and relevant content, is reshaping the way brands approach partnerships with creators. By staying ahead of these emerging trends, brands can foster stronger, more meaningful connections with their target audiences.
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