How does this change how marketers think about future influencer partnerships?
Posted: Wed Jan 22, 2025 5:48 am
The same survey found that Gen Z is more likely to be interested in brands using AI influencers…which feels like an about-face from the “authentic” content we talk so much about. Is there a spectrum of what people will tolerate? For instance, lo-fi content at one end and completely fabricated virtual content at the other…but anything in between is forgettable?
For me, what this (and the above) signals is that the internet is moving further into the entertainment space, allowing brands and creators freedom to create for the increased time people are spending on apps like TikTok.
The in-between is what we’re so used to seeing on a british indian ocean territory b2b leads daily basis. It’s not necessarily forgettable, but it’s what we expect when we go on social. AI influencers are new, they’re fascinating. So people—especially younger audiences—are intrigued. It feels like the most obvious shift toward entertainment for me.
Plus, people are intrigued by not only the virtual personalities, but the people who created them and their purpose. Kind of that “Wizard of Oz” effect.
I think brands really need to examine what authenticity means to them.
I’ve heard so many marketers say “authenticity is what we look for” when partnering with creators. But WHAT DOES IT MEAN??
If you can clearly define it, then seek influencers who align with that definition. That’s where you should focus your time. Not on what I think people deem as authentic, but what’s authentic to my brand and to our intended audience. Joe Greer’s partnership with Bandit Running is one of my favorite examples.
For me, what this (and the above) signals is that the internet is moving further into the entertainment space, allowing brands and creators freedom to create for the increased time people are spending on apps like TikTok.
The in-between is what we’re so used to seeing on a british indian ocean territory b2b leads daily basis. It’s not necessarily forgettable, but it’s what we expect when we go on social. AI influencers are new, they’re fascinating. So people—especially younger audiences—are intrigued. It feels like the most obvious shift toward entertainment for me.
Plus, people are intrigued by not only the virtual personalities, but the people who created them and their purpose. Kind of that “Wizard of Oz” effect.
I think brands really need to examine what authenticity means to them.
I’ve heard so many marketers say “authenticity is what we look for” when partnering with creators. But WHAT DOES IT MEAN??
If you can clearly define it, then seek influencers who align with that definition. That’s where you should focus your time. Not on what I think people deem as authentic, but what’s authentic to my brand and to our intended audience. Joe Greer’s partnership with Bandit Running is one of my favorite examples.