AUGUST - 2022MARTECHOUTLOOK.COM 9be served content by an influencer they trust and follow, resulting in influencer marketing projected to be worth USD 16.4bn in 2022 (up from USD 1.7bn in 2016).During times of crisis, influencer content is effective because influencers can connect with their audiences in authentic, credible and relatable ways-ways that can oftentimes elude brands. Creators have an all-important first hand dialogue with their audiences that allows them to adjust their content to reflect the current consumer climate­whether that be sharing genuine insight into how they're coping with rising living costs or spreading positivity by providing some much needed light relief from all the doom and gloom in mainstream media.Influencers have a unique position to produce and share content that their audiences want and need, which is cognizant of challenging circumstances. Content with the most resonance generates the feeling of community and connection that comes from everyone being impacted by wider societal issues. THE SHIFTING INFLUENCER NARRATIVEAudience expectations of their favourite creators have evolved in recent years, they are increasingly demanding that content holds value. When a creator is working with a brand, the bond of trust is founded on whether the brand aligns with their values and provides benefit to the online community. In this economic climate, audiences will increasingly expect visuals and messaging to strike the right tone given the complex circumstances people find themselves facing. This could even mean that influencers will need to be mindful of showcasing products and services that audiences can afford. Alongside this, brands will need to be astute; regularly monitoring current and future potential consumer needs to ensure they hit the right tone in their influencer collaborations.EVOLUTION OF A SYMBIOTIC RELATIONSHIPThis relationship between brands, influencers and their audiences will continue to morph into something more symbiotic as the value all sides extract from it becomes more pronounced. Influencers and brands across the spectrum will need to continue responding to audience desires when it comes to content creation in order to continue amassing supporters. Similarly, audiences will no doubt hold their favourite creators to account if they are not fulfilling their end of the bargain­whether their role is perceived as to provide entertainment and distraction or useful and insightful content. There's no two ways about it, influencers will need to stay on their toes to sustain their success.In summary, there are three key actions for brands to consider when responding to these changing consumer expectations:1. Regularly monitor current and future consumer needs to ensure influencer collaborations hit the right tone.2. Choose influencers wisely, only engage those that exude authenticity and credibility as this will have greater currency in the evolving landscape.3. Provide opportunities for an open dialogue with creators and place trust in their expert knowledge of what their audience wants. THIS RELATIONSHIP BETWEEN BRANDS, INFLUENCERS, AND THEIR AUDIENCES WILL CONTINUE TO MORPH INTO SOMETHING MORE SYMBIOTIC AS THE VALUE ALL SIDES EXTRACT FROM IT BECOMES MORE PRONOUNCED
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