Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the centre of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favourite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.
Let’s dive in!
10. How is AI transforming influencer marketing?
While AI has been around for quite some time, generative AI (GenAI) has been a recent topic of interest over the last two years. GenAI is a type of AI that generates copy, graphics, audio and videos. The integration of AI technologies, including GenAI, in the influencer marketing landscape is catalysing transformative advancements in creator vetting, communication efficiency and content creation. In other words, it’s a BFD.
By harnessing AI-driven insights, agencies and brands can optimize workflows, strengthen client relationships and navigate regulatory complexities. These are mere examples, but the opportunities are limitless.
9. Will virtual influencers replace traditional influencers?
If the question pertains to the human impact on influence, I find it hard for AI to replace human connection. People follow influencers because they genuinely have built these parasocial relationships, trust what that influencer is saying and trust their recommendations as they would seek their own friend out to do so. The human connection is what drives that authenticity.
While I don’t see that wavering in place of AI, I do see a more collaborative role in that creators can tap into AI tools to help manage their businesses. Operationally, they can save so much time and resources by tapping into AI tools to help automate things like resourcing, invoicing, planning, data/analytics and so much more. From a content perspective, AI can certainly expedite and advance the creation process—I see an early-stage use case here of expanding creativity, not used to directly influence an action/recommendation.
8. How will creator content evolve over the next few years?
Outside of AI collaboration, creator content is becoming more pervasive. I hope to see brands more proactively adapt to a creator and audience-first mindset when developing omnichannel strategies.
7. What are the most innovative ways influencers are using new social media features?
Anecdotally, I really want creator-led programming to have its moment. Humour me…if we are seeing more consistent tune-ins across lives on social, inevitably, that means people are developing the habit of tuning into their favourite creators at a specific time.
In parallel, we’re seeing Netflix test out live content.
If both worlds are successful, creator live content becomes extremely valuable. I can see a world where streaming platforms are picking up creator programming (as they would broadcast programming) and offering creator content as a viewing option.
6. What influencer strategy is most slept on?
From a brand perspective, deeper creator collaborations. Creators, as their own small businesses, are an untapped resource for brands to realize their full ROI potential.
5. Which past social predictions have made an impact so far this year?
Less of a prediction and more of a framework for discerning marketing hype from hyperbole. Essentially, the parameters that need to be met in order for an emerging social platform to truly be noteworthy are: consistent adoption, a positive and value-adding user experience, serving a need and evolving with its user base as those needs change.
Threads userbase hit 200 million monthly active users according to their Q2 earnings. Up 100 million from their initial launch week in July of last year—a platform to monitor and distinguish from hyperbole if the framework elements continue to be met.
4. How can brands leverage creators to streamline the checkout process?
Approaching strategies with a customer-first mindset, understanding the customer journey and the role influencers can play in driving sales on your website or in your store. An important concept is recognizing creators as a standalone media channel. Creator content will become more pervasive as the ROI continues to be justified.
3. What does the future of creator commerce look like?
I don’t look at things as if there’s a definitive endpoint, but I can speak to the general cyclical pattern of ubiquity to consolidation and vice versa. Consumers have so many options, more than ever. Their attention grows more and more fragmented, and the ability to meet them where they are, with relevant messaging and the ability to immediately shop, is business critical but also cumbersome. The next phase in the future will inevitably shift to a version of consolidation, which we’re starting to see a glimpse of via Google’s Anti-Trust ruling and TikTok’s partnering with Amazon for integrated shopping.
2. What examples across the creator economy stand out as ground breaking applications of AI, and how can businesses tap into that potential?
What I consider ground breaking isn’t necessarily the splashy consumer-facing side of marketing but the technical infrastructure that fuels consumer insights and strategy. The stronger the first-party data for a brand, the more opportunity there is to eliminate wasted spend and influence more immediate ROI. I look forward to seeing applications of AI that enrich the data process for consumer profiles and strengthen propensity modelling for stronger go-to-market strategies.
1. How should companies be navigating this new wave of digital transformation through AI technology?
Be agile or stay fragile. I encourage everyone to embrace innovation and technology while finding ways to up level yourself, your business and your people.
Today is the worst state we’ll experience technology. It only improves from today onward. Those embracing it today are setting themselves up for success in the future.
Feature Image Credit: Getty
By Kristen Dolan
Kristen Dolan is SVP of Growth at Influential. Read Kristen Dolan’s full executive profile here.
