What is next for Influencer Marketing?
Growing up around technology, I saw the beginnings of social media and how it has evolved with brand marketing. In the last decade, influencer marketing has become the new norm on platforms such as Instagram. It all began with the start of fashion and lifestyle blogs. Fashion enthusiasts became enthralled with following the lives of those with a unique fashion sense. With the evolution of Instagram, a whole new career was born. Influencers make money from social media by supporting brands and promoting their products. Additionally, influencers can collaborate with brands on their own projects. In particular, Chiara Ferragni, an Italian fashion influencer, has collaborated with a variety of brands such as Nespresso, Oreo, and Lancome. Nowadays anyone can be an influencer with the right content and a great following. After 10 years of this growing market, we can only ask “what is next?”
With the changing landscape of social media, new opportunities are opening up for influencers. The Metaverse is a new virtual world where influencers, models, actors, and celebrities can digitize themselves to create a reflective avatar. Avatars can allow celebrities to be in multiple places at once and even help promote brands online. The Metaverse is set to be the next big thing in the digital space and brands are running to be the first to create something new. Model and influencer, Jasmine Sanders, has adopted this new world working with Elite World Group to create her own Metaverse character. Jasmine and Elite World Group are partnering with Tommy Hilfiger to create new and engaging content for followers including a virtual runway show wearing digitized pieces from Hilfiger’s new collection. The possibilities are endless and brands are seeing it as an extension rather than a replacement of influencer marketing.
“By digitizing our model, athletes, musicians, actors, and cultural influencers, we are providing our talent opportunities to extend their personal brands and engage with their fans in new digital formats that will create longevity in their careers. The possibilities of what we can achieve together is endless. The future is media.”
-Julia Haart (CEO Elite World Group)
Brands are always looking for the next best thing. With influencer popularity staying stagnant, brands are trying to figure out how to keep consumers engaged. I believe that influencer marketing will continue to be popular, but everything must evolve to stay successful.
