We are social：2024下一代影响力：定义品牌与网红合作新时代的趋势报告（中译版）（61页）.pdf

1、N E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4AGENDAINTROTHE RIGHT TO REINVENTIONRELATABLE REALISMINFLUENTIAL ALLIESCREDIBLE CREATIVITYEXTREME INFLUENCEMETHODOLOGYABOUT WE ARE SOCIALs

2、ylvaninadramapaigelorenzeN E X T G E N I N F L U E N C E:T R E N D S D E F I N I N G A N E W E R A O F B R A N D A N D C R E A T O R C O L L A B O R A T I O N W E A R E S O C I A L 2 0 2 4INTRODUCTIONA parent explaining the health benefits of ketamine.A Manhattanite it-girl,swapping NYCs best cockta

3、il bars for Connecticuts best horse riding spots.A puppet show in which childrens dolls are sent to rehab for stealing a Marc Jacobs bag.One glance at the content made by todays creators,and we seea culture in flux.Everything from tone,to topics,to production norms have changed in the decade since i

4、nfluences infancy.In the context of dramatic industry growth We Are Social reported a 17%increase in influencer investment last year alone,reaching a projected$56 billion within the decade creators and brands are having to keep pace with an increasingly professionalised landscape.But its not just th

5、e scale of the creator economy thats changing the wider tectonic plates of culture are shifting,and the values of creator culture along with it.The demands of being always online is shaping how creators work and how audiences engage.CREATOR CULTURE TODAYIS RAPIDLY EVOLVINGCreators are getting burned

6、 out and retiring from the industry and viewers are thinking critically about what makes content draining or energising.Beyond peoples screens,a cost of living crisis has made it harder for them to live(or even imagine)their dreams and this is reflected in the dreams they want to see played out on s