6 trends in influencer marketing that are emerging in 2021, according to an expert

  • Brands that never would have touched emerging platforms like Tiktok and Clubhouse have become more creative since the pandemic lockdowns last year says Clare Winterborn, founder of influencer marketing agency Born Bred Talent.
  • “Wherever we are seeing influencers have successful conversations, we are seeing advertisers follow really quickly,” she said.
  • Winterborn shared the trends she is seeing emerge in 2021.
  • Visit Business Insider Australia’s homepage for more stories.

Clare Winterborn, founder of influencer and communications agency Born Bred Talent follows global trends across social media, influencer marketing and creator culture. She shared the insights that will impact the industry in 2021 with Business Insider Australia.

The next generation of influencers want to be everywhere

The next generation of social media creators are more comfortable switching between platforms and letting their audiences follow, Winterborn said.

“I find with the new wave of influencers that TikTok has brought…they pivot a lot more easily to explore different avenues of content creation,” she said.

“They’re not scared to jump onto a new platform, try it out, learn about it to see what works.”

They also tend to care more about engaging with and growing their audience than the past generation of influencers, she said, who she sees as more focused on opportunities to monetise on platforms that are proven to be successful.

Companies are following influencers, not the other way around

“Influencers are constantly looking for the next platform and are looking for different ways to engage with their fan base,” Winterborn said.

And where in the past influencers would angle themselves towards what brands were after, she says the tables are now starting to turn.

“Wherever we are seeing influencers have successful conversations, we are seeing advertisers follow really quickly.”

Fashion brands are exploring non-traditional social platforms

The noise on social media isn’t new, Winterborn said, but brands you wouldn’t expect, like fashion companies, are more willing to experiment with platforms you wouldn’t expect to see them.

Companies that are trying to have authentic conversations with their customers find it increasingly difficult on the bigger platforms like Instagram, Winterborn said.

“What you are seeing that is really successful with Clubhouse are conversations with really targeted individuals all in the one space.”

“It’s a powerful tool to have those conversations that really mean something.”

She says of all emerging platforms she sees the most value in Clubhouse for brands and marketers.

“It will be really interesting to see how that grows over the next 12 months.”

Consumers want to have authentic conversations with brands

“Consumers are looking for niche spaces to have authentic conversations and deeper conversations,” Winterborn said, and this is happening predominantly outside of the big platforms.

She said she is seeing companies respond to that impulse for authenticity that doesn’t feel performative.

“I think now brands are exploring where they can have those conversations with their superfans.”

Tiktok’s Australian audience is older than you think

The speed and the rapid growth of social media platforms like TikTok have changed the way brands perceive it, and the fact that in Australia 60% of all Tiktok users are now aged 18 or over is particularly impactful.

Brands are now looking at strategies for Tiktok, and “What’s been great to see is…brands are really focusing on the platforms and how consumers embrace the platform as opposed to just getting content out on every platform.”

Australian companies are behind the curve, but they’re catching up

Winterborn said her clients tend to see what is successful in the UK and the US and follow suit.

However she said COVID-19 forced companies to experiment, and put more time and thought into how they speak to different audiences on different platforms.

For example when TikTok emerged she saw brands throw money at it with little thought from fear of missing out, but that now “the Australian market is putting a lot more care and strategy into it.”