10 takeaways from this year’s PRWeek Influencer 360 event

With more than 50 million people globally now considering themselves an ‘influencer’, it can be hard to keep up with a world of content creators that’s constantly growing and evolving. However, always wanting to make sure we’re in the loop, we joined fellow industry practitioners from leading brands and agencies to discuss the latest in the influencer marketing sector at this year’s PRWeek Influencer 360 event. Below, I share our top ten takeaways from the conference that will keep you abreast with the latest from the industry.

1. Authentic content is key to success

While content from the event didn’t revolve around a set theme, the subject of authenticity was definitely the connective tissue that ran through. Both brands and agencies are on board with the consumer shift to influencer and social content that promotes authenticity, as they recognise transparent content is the key to future success.

2. Nano influencers have a seat at the table

There’s been much fuss over the years about macro influencers’ following and reach value. But the rise of the nano influencer is challenging typical macro content creators and celebrities, with a category capable of offering engaging content to niche audience groups.

3. Deinfluencing is still influencing

The rising trend of ‘deinfluencing’ definitely spooked PR practitioners and content creators alike, with, as the name suggests, it seeing social media personalities telling audiences which products not to buy and which brands to avoid, helping consumers navigate purchase decisions. But instead of spelling the end of the influencer and positive brand partnerships, there’s opportunity to embrace this cyclical shift for more authentic content that is resonating with consumers.

4. Be collaborative for fruitful results

Strong and collaborative relationships between brands and influencers is leading to more prosperous results, with long-term partnerships being seen as the preferred way of contracting.

5. Content creators should be given room to do what they do best

Likewise, brands are finally giving up control of paid partnerships and offering influencers freedom to shape content the way they see fit, with the aim of enhancing performance.

6. Influencer spend is rising

Budgets for influencer partnerships are increasing, with an estimated 20-30% of marketing spend being allocated to working with content creators within the consumer space.

7. Integrate influencers with paid media

While the argument of whether influencer content sits within shared or paid media rumbles on, some are calling for partnerships to be integrated with paid media schedules, so costs forecasted in a similar way.

8. Discovery continues to be a challenge

Brands are increasingly relying on agencies to handle the discovery phase of partnering with influencers, with increased recognition that while the upfront work needed to find the right influencers to work might be challenging, it’s what often leads to success.

9. Diversity continues to be an afterthought

While DE&I is a key focus for most brands, talent agencies report that diversity considerations continue to be an afterthought when determining which influencers to partner with.

10. AR has a vital role to play

Influencers continue to boom across the fashion and retail space and augmented reality has a key role to play in the future of that content. More than 60% of audiences who engaged with AR prior to purchasing an item are less likely to return a product as a result.