Influencer Trends (it’s not what you think)

At Irvin PR, we will often lovingly refer to influencer campaigns as the Wild West. Why, might you ask? Well, the answer does not involve cowboy boots, lassos, or horses. We coined this term because the influencer and content creator industry is vast, incredibly diverse, ever-changing, and in some ways, a little lawless. To get a handle on it, you need some practical guidance on how to navigate the opportunities influencers provide.

Mapping the influencer landscape:

• There are four major classifications: micro, macro, nano, and mega influencers.
• Within those classifications are local, regional, national, and international influencers.
• Within those demographics are parenting, things to do, and lifestyle-focused accounts.
• And within those niches, there are about 1,000 other sub-niches.

This dynamic lends itself to a fluid industry when it comes to “rules” and “trends,” and it’s completely understandable when you consider the expansive variety listed above.

Influencer intuition: charting their own path vs. following yours

This means there is no one-size-fits-all – no set of universal governing rules. Every single content creator is distinctive in their own right; they have their own playbook, they have their own completely unique set of followers, and they play by their own rules. Keep in mind that content creators are creatives. There is a reason why they have thousands of strangers watching their every move. What they do works because they are doing it in their own, authentic way.

None of these attributes should be misinterpreted as negatives! They are all components of the secret sauce that makes influencer campaigns vital to PR strategy. And when their approach can gel with a client’s desired objectives seamlessly, that’s when great things happen.

Influence is rooted in reliability and relationships

Relationships are a pillar of our firm, and this extends to the influencers we work with. While influencer campaigns might appear transactional, the successful ones are much deeper than that. We want good results for both client and influencer. It’s why we check in with them routinely outside of campaigns, we grab lunch or coffee, we host them, we thank them, and we survey them. We listen.

Through these candid conversations and a robust end-of-year survey, we get a clear picture of content creator trends, but not what’s “trending.” We’re not talking about popular sounds or dances on TikTok—we’re talking about communication and payment preferences, pet peeves and desires. Basically, insight into all of the inside baseball that leads to good relationships, successful partnerships, and turn-key campaigns that make sense for both the client and influencer.

What’s trending with influencers right now?

We’d argue that it’s listening. We’ve spent the last several years building transparent relationships with our community of creators, and this year, more so than ever, the influencers we have working relationships with are coming to us with new ideas, constructive feedback, and honest questions. This has led to more successful partnerships, increased trust, new strategies, and, most importantly, better results for our clients. They are now relying on us for a good working experience as much as we rely on them to help clients realize success. Proof that investing in relationships makes all the difference.

If you find yourself lost in the Wild West without a playbook, remember that the influencer you’re working with can be your guide. Lean on them, ask them questions, and listen to what they say.  

Want to learn more about Irvin PR’s influencer strategy? Read our Influencer 101 and TikTok blogs.