Content creators are supported directly by peers as opposed to brands
Implications - Up until this point, the formula for successful influencer marketing was fairly cut and dry; a person becomes an influencer by creating engaging content, gains brand partnerships, and monetizes content as an ambassador. This model is turned on its head with peer-to-peer funding platforms that enable fans to send money directly to content creators. The shift to a many-to-many model speaks to the true intended nature of social media influence, placing more focus on truly entertaining content than the influence or exposure of a third party.
Workshop Question - How could consumer-generated content become a threat to your company, and how are you preparing?
Trend Themes
1. Peer-to-peer Funding Platforms for Content Creators - The use of peer-to-peer funding platforms, like Patreon, enables fans to directly fund content creators as opposed to relying on brand partnerships.
2. Direct Payment and Crowdfunding Tools for Influencer Marketing - Tools like Peep and Crypto DM allow for direct funding and payments for influencers, thereby disrupting traditional forms of monetization like brand partnerships and ad revenue.
3. Influencer Payment and Marketing Platforms - Platforms like RewardStyle and SOCIAL BOND streamline the process of connecting with influencers for marketing campaigns and payment for influenced purchases.
Industry Implications
1. Social Media - Social media will need to adapt to the growing demand from content creators and influencers who want direct funding and payment options.
2. Marketing and Advertising - Marketing and advertising professionals need to find new ways to connect brands with influencers beyond traditional partnerships and sponsored content.
3. E-commerce and Retail - E-commerce and retail companies can benefit from the rise of direct payment options and influencer marketing as consumers look to social media for product discovery and recommendations.
8 Featured, 68 Examples:
167,759 Total Clicks
Date Range:
May 16 — Apr 19
Trending:
Warm
Consumer Insight Topics:
