‘Influence’ is a multi-billion dollar industry. But what actually is it? Who determines who has it? And what impact does it have on society? Canvas8 spoke to brand and trend strategist Olivia Yallop about the future of influencer ubiquity and how brands can stay ahead in an influence economy.
The pandemic sparked major shifts in influencer culture, with traditional celebs making way for more relatable stars and micro-communities fostering clout through shared passions. We know that personal recommendations still matter, but who will exert the most influence post-COVID-19?
F*** You Pay Me is an app that aims to eradicate pay disparity for influencers. Similar to Glassdoor, content creators can anonymously share their experience of collaborating with brands, providing transparency on rates and helping other influencers to get paid equitably.
As the pandemic expedited people's digital relationships with brands and each other, the influencer market grew. Since then, more people want to get in on the action. For brands, more influencers help fight fatigue – but as interest grows, protecting workers’ rights is paramount to retain integrity.
In mid-2020, a new influencer popped up across social channels. She amassed a large following in just a couple of months, thanks to her interest in League of Legends – but she isn’t real, she’s one of an increasing number of avatars being used by companies to promote their products.