Influencers will be everywhere (but lose some mainstream influence)

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As we look to the future, she sees early signs that romania b2b leads these questions are being answered.

As more people become influencers, the market will become flooded with creators brands can partner with. In some ways, that means influencers won’t be as likely to go “viral” (in the traditional sense) or have widespread influence, but they will have even more clout in specific pockets of the internet.

People want more autonomy over their online experience, and desire to go beyond the bounds of algorithms. “Secondary networks like Substack are fostering more niche communities,” Lorenz gives as an example. Channels like Substack, Discord, Patreon and Twitch will continue to offer more opportunities for direct connection, and empower creators with revenue generation models that don’t rely on brands (Substack’s tagline is “a new economic engine for culture”).

An image of Substack meta data, including the brand's tagline: A new economic engine for culture

This suggests people’s loyalty to specific influencers will intensify. That’s why it’s critical to find the right influencers—ones who actually love your products and who want to develop authentic, long-term relationships with your brand. These partnerships will fuel a feedback loop that leads to deeper understanding of your audience and internet culture, and facilitates product development and refinement.

With influencer trust on the rise and consumer attitudes shifting, brands feel even more confident betting on influencers. According to a Q3 2023 Sprout Pulse Survey, 81% of social marketers describe influencer marketing as an essential part of their social media strategy, with 79% describing influencer content as necessary for their customers’ experiences.