5 Essential Creator and Influencer Trends Every Brand Marketer Should Know

In today's digital landscape, leveraging creators and influencers has become a cornerstone of brand marketing strategies. These influential individuals have the power to shape consumer opinions and drive purchasing decisions like never before. To stay ahead in the competitive marketplace, brand marketers must stay abreast of the latest trends shaping the creator and influencer landscape. Here are five essential trends every brand marketer should know:

1. Authenticity Reigns Supreme

Authenticity has emerged as a non-negotiable trait for creators and influencers. Today's consumers crave genuine connections and relatable content from the brands they engage with. As a result, marketers are shifting their focus towards partnering with creators who embody authenticity in their content. Whether it's showcasing real-life experiences or advocating for causes they genuinely care about, authentic creators are resonating with audiences on a deeper level.

2. Micro-Influencers Take Center Stage

While mega-influencers still command attention, micro-influencers are gaining traction for their niche expertise and highly engaged audiences. These influencers, with a smaller but more dedicated following, offer brands the opportunity for targeted and authentic collaborations. Marketers are increasingly turning to micro-influencers to reach specific demographics and foster genuine connections with their target audience.

3. Video Content Dominates

Video content continues to reign supreme across social media platforms, capturing audiences' attention like never before. From short-form videos on TikTok to longer-form content on YouTube, brands are investing heavily in video marketing to engage consumers effectively. Creators and influencers are leveraging video content to tell compelling stories, showcase products, and provide value to their followers. Marketers must prioritize video content in their influencer strategies to stay relevant and competitive in the digital landscape.

4. Purpose-Driven Partnerships

Consumers today are increasingly conscious of the values and ethics of the brands they support. As a result, purpose-driven partnerships between brands and creators are on the rise. Marketers are aligning with influencers who share their brand values and are passionate about social and environmental causes. By collaborating on purpose-driven campaigns, brands can not only drive positive change but also foster deeper connections with their audience.

5. Data-Driven Decision Making

In an era of data abundance, data-driven decision-making has become indispensable for brand marketers. From audience demographics to engagement metrics, marketers are leveraging data insights to identify the most effective creator and influencer partnerships. By analyzing key performance indicators and measuring the ROI of influencer campaigns, brands can optimize their strategies for maximum impact and effectiveness.

The creator and influencer landscape is continuously evolving, presenting both challenges and opportunities for brand marketers. By staying informed about essential trends such as authenticity, the rise of micro-influencers, the dominance of video content, purpose-driven partnerships, and data-driven decision-making, marketers can position their brands for success in the ever-changing digital landscape. To capitalize on these trends and elevate your brand's influencer marketing strategy, visit TouchSuite and discover innovative solutions tailored to your needs.


  • Jonathan Bomser

    Writing for Touchsuite, Jonathan Bomser, is a technology and marketing expert with over 30 years of industry experience. He is a businessman, writer, artist and musician. He has vast knowledge of finance, business and technology. Jonathan is currently founding, investing and board advising in several early stage and start up companies. Jonathan has been involved in Technology, Media, Marketing and Advertising for a multitude of Fortune 500 companies for over 30 years.He has served as a strategic, creative and marketing executive and consultant for both parent companies and subsidiaries at AOL, The National Football League, The Walt Disney Company, NBC, MTV, Viacom, Time Warner, USA Today, Alliance Entertainment, WPP, Penguin USA, along with numerous other established companies, start-up ventures and reorganizations.Jonathan was the CEO and Founder of BigLinker.com, which was acquired by Ziff Davis (Nasdaq: ZD) in 2021, CEO and Founder of TownTarget.com from 2013-2015 which was acquired by Touchsuite/American Bancard in 2015 and previously Bomser Payan Interactive Agency from 2008-2012 which was acquired by Big Step Interactive/Digital Marketing Associates. Jonathan was the key developer for the technology used to power many of their successful digital campaigns. Clients included national brands such as Adidas, PNC Bank, Massage Envy, European Wax Center and others.Jonathan has also helped manage the technology initiatives, creative strategies and business development for AIM Pages.com, AOL’s Social Network. Since May 2006, Jonathan has also been consulting for technology, marketing, sales and creative strategies for Veoh.com, BigString.com, Vuguru.com and others. Before consulting for these major companies, Jonathan was a principal in En Pea Productions,Inc. which was a television production company focused on reality television, commercials and music videos. Jonathan is also the former Board Member, CEO and President of WoozyFly.Inc. Trading on under the symbol WZFY.Jonathan's current projects at AccountSend.com, VocalChimp.com and CoolValidator.com

    Touchsuite is located in Boca Raton, FL and is a payment processing and point of sale company that specializes in merchant accounts, point of sale systems, Grubbrr self-ordering kiosks.