Even as other forms of marketing have struggled to adapt over the past 18 months, influence marketing has remained an effective way to garner the attention of younger, more media-savvy audiences.

With influencers often defined by being able to adapt to changing marketing conditions and the last two years highlighting just how difficult predicting future trends can be, here is a snapshot of what the future of influencer marketing may look like.

Goodbye Big Brands

Influencers have been the new hotness for years as part of large brand campaigns, but what has become increasingly evident is that the most successful influencer campaigns are those where there is a very close alignment and relationship between the brand and the influencer in question.

For global brands with huge campaigns aiming towards wider audiences, influencer marketing is not always the best fit as it can affect the authenticity of the influencer in question.

As a result, it may become the case that bigger brands will return to more holistic marketing campaigns, leaving an opportunity for other brands to create authentic, resonant influencer marketing.

The Rise Of Conscious Marketing

Influencers have commonly been associated with status, but over the past two years, we have seen a change in what audiences want from the people they follow.

Audiences are increasingly aware of the impact their purchasing choices make in the wider world and want to be more conscious consumers, making purchasing choices based on how much their values align with the brands they buy from.

By working with influencers who genuinely believe in social causes that align authentically with your brand’s values, you can help to create a stronger relationship with customers who will then become ambassadors for your brand as well, turning one well-considered relationship into a wave of word-of-mouth marketing.

The Double-Edged Sword Of Creative Control

Brands who want to work with influencers are potentially looking to have increased control over the nature of the brand deal, from particular points that must be addressed to outright scripted segments, as well as control over an influencer’s content.

This is a double-edged sword, as too much control over an influencer’s content runs the risk of it feeling disingenuous.

Ultimately, the best choice to make is to work with smaller influencers that align closely with your values and working with them to create campaigns from the ground up.