"Four or five years ago, it used to be, 'What are influencers doing? Can we just get somebody to pay them and get them to produce content?'" The Shelf co-founder and CEO Atul Singh noted the evolution of influencer marketing. He pointed out that now creators influence both the awareness and conversion aspects. They are taking central roles in cultural shifts, moving beyond mere content production to become integral in driving brand engagements.
"For us at K18, they're integrated into everything that we do," stated Maram Aoudi, senior director at K18 Biomimetic Hairscience. This perspective emphasizes the transformation in influencer marketing from a one-time activation strategy to a fundamental component of the marketing strategy, reflecting a deeper collaboration that shapes brand identity and consumer connections.
Comedian and content creator Tess Tregellas highlighted the growing video duration, saying the shift from 30-second videos to longer content shows the changing landscape: "It's not purely entertaining; content has evolved to include storytelling and deeper engagement with audiences, which ultimately enhances the influencer's impact and connection with the brand."
"I love when [brands] boost my ego; tell me you love this video. Then I'll fall in love with you, and then we'll work together. It’s like dating," said Tregellas. This illustrates the importance of brand-creator relationships, where acknowledgment and appreciation can cultivate mutual interest and drive successful collaborations.
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