Influencer means different things to different people. For some people, it means someone who has something interesting to say. They follow their favourite influencers because their content entertains, educates and inspires.
For others, the term influencer has negative connotations. It brings to mind materialistic people who post edited and airbrushed content, share half-hearted ads, and promote unrealistic standards that negatively impact their followers’ mental health. Some people feel that influencers use their platforms to take advantage of their audiences and profit from them.
The truth is that both types of influencers do exist. However, the influencer industry is evolving towards genuinely valuable content, away from the false materialistic view of influencers that some people have.
The rise of the content creator
With the rise in popularity of short-form video content platforms, Instagram reels and TikTok, influencers have to hook their audience to build a following. If their videos aren’t engaging and valuable, viewers will scroll past to the next one. It’s a self-regulating system that promotes higher standards of content quality.
More and more often, influencers call themselves content creators because that is what they are doing. They meticulously plan and execute their content to effectively deliver their message and entertain their audience.
Content that isn’t created with this attention to detail won’t compete. The Influencer’s popularity will fade as their audience starts to look elsewhere. At eaeo, we value working with influencers committed to building their audience by creating genuinely engaging content.
Adding genuine value
One of the most popular content creators of the moment is Khaby Lame, who shot to fame on TikTok in 2020. His niche is simple but effective.
Many videos on TikTok demonstrate various ‘life hacks,’ often over-complicated and absurd ways of performing day-to-day tasks. The content that Khaby creates focuses entirely on poking fun at these videos.
For example, one of his most recent videos is a duet with a video posted by a TikTok user trying unsuccessfully to transport a TV in his car by folding it in half, smashing it and even attaching it with a rope. Khaby’s video shows him calmly folding down the seats in his car, sliding the TV inside and gesturing with his arms to show how obvious a solution it was.
Khaby has stuck to the same format throughout his TikTok career, which is how he has created a loyal following. His videos are well thought out, feature perfect comic timing, and always come from his niche.
With each video Khaby posts, his popularity grows. Audiences love influencers like Khaby because he has taken the time to think about what his audience will enjoy, and he makes sure that he delivers. In addition, creators who add genuine value for their audiences will naturally capture a larger share of the audience because people prefer their content.
What does this mean for influencer marketing?
When choosing an influencer to work with, you must consider who understands their audience and commits to delivering high-quality content. We use our bespoke analysis to identify the right people for your brand. Taking into consideration over 50 data points, including brand values and consumer values.
If you would like any help identifying influencers who are evolving in the right direction, please contact us! We’re excited to talk content creation, and we’d love to help.