emerging
Influencer Format Focus
The unique format and distribution potential of an influencer's content are becoming more important than their personality or follower count.
Timeframe
near-term
Impact areas
Detailed Analysis
Brands are increasingly prioritizing the format and distribution power of an influencer's content over sheer follower numbers. This shift emphasizes the value of unique intellectual property and the ability to reach specific audiences through tailored formats like podcasts or recurring video series. As The New Thing explains, "We no longer buy into the influencer; we buy into their formats - and the distribution those formats promise."
Context Signals
High follower counts don't always translate to high engagement.
Brands are seeking unique intellectual property from creators.
Influencer marketing is becoming more strategic and data-driven.
Edge
Influencers will develop more sophisticated content formats and distribution strategies.
Brands will invest in data analytics to measure the effectiveness of different influencer formats.
New platforms may emerge to facilitate the discovery and distribution of influencer content.
