Embracing Personality Over Professionalism – Duolingo
Duolingo ruffles some feathers with their “unhinged” mascot Duo
Personality is the new currency. Audiences crave real, relatable, and raw content. It’s no longer enough to be polished and perfect; brands and influencers need to share content that feels genuine and personable. Write copy that makes the audience feel like they know you. Post videos that create a sense of friendship and connection. Engage in a way that makes followers feel like they’ve known you for years. This shift is all about fostering genuine relationships rather than presenting a flawless facade.
Duolingo has embraced this approach with its quirky, humorous TikTok videos featuring their mascot, Duo, which have garnered millions of views and a dedicated fanbase.
The Rise of Micro-Influencers – Target
Micro-influencer Lil Miss JB Style shares seasonal finds on YouTube
Micro-influencers are taking the spotlight. With smaller, more engaged followings, these influencers can create meaningful connections and have higher engagement rates than their mega-influencer counterparts. For B2B and service-based brands, this means leveraging industry experts and niche influencers who resonate deeply with their specific audiences. Target has successfully harnessed the power of micro-influencers by collaborating with them to showcase a wide range of products.
These influencers, often with followings in the thousands to tens of thousands, create authentic, relatable content. They share personal stories and experiences with Target’s products, from home decor and fashion to groceries and beauty items. Target’s strategy includes identifying influencers who align with their brand values and customer demographics, providing them with the freedom to create genuine content that resonates with their followers. This approach has resulted in high engagement rates and a sense of community among Target’s diverse customer base.
Employee Advocacy as the New Influence – Starbucks
Starbucks Partners share insider tips on the TikTok
Employees are now the new faces of brands. People trust real employees more than corporate logos. Starbucks has embraced this strategy by encouraging their employees to share their experiences and stories on social media. Starbucks’ “Partners” (their term for employees) often post about trending topics like secret menu recipes, new product launches, and humorous takes on their daily routines. This authentic content helps to humanize the brand and build a deeper connection with customers. By showcasing the diverse voices and stories of their employees, Starbucks enhances its credibility and relatability.
Building Tight-Knit Communities – Glossier
GTEAM members share beauty hacks in a Live chat
The days of large, inactive follower bases are dwindling. Instead, we’ll see more tight-knit, engaged communities. Influencers and brands will start moving their most loyal followers off social platforms and into more intimate digital spaces like Discord channels, Patreon communities, or newsletters. This shift allows for deeper, more meaningful interactions and a sense of exclusivity.
Glossier excels at this by fostering a strong community through their Glossier G Team, where fans can connect, share beauty tips, and discuss new products.
Storytelling Over Selling – Nike
Nike features Serena Williams and other female athletes in their Dream Crazier campaign
Audiences are fatigued by constant sales pitches. The new trend is storytelling—creating narratives that captivate and connect rather than just sell. Successful influencer campaigns will be those that tell compelling stories and build emotional connections. This approach not only engages the audience but also fosters brand loyalty and trust. Nike consistently leads with storytelling, such as their “Dream Crazier” campaign, which highlights inspirational stories of female athletes overcoming challenges and breaking barriers.
The Surge of Video Podcasts – HubSpot
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Zapier’s CMO)
Expect to see a significant increase in video podcasts. These platforms are becoming a powerful tool for increasing brand awareness and building a personal connection with the audience. Longer-form video content allows influencers and brands to dive deeper into topics, share their expertise, and engage with their audience on a more personal level. HubSpot’s podcast network has embraced this with their “Marketing Against the Grain” video podcast, where industry experts discuss marketing strategies, trends, and insights.
Authenticity in UGC (User-Generated Content) – Ring
Nextdoor builds community by sharing relatable UGC
User-generated content creators, even those with zero followers, are closing deals with brands by producing authentic, honest, and real content. This trend emphasizes real skin, real bodies, and real talk—shifting away from the polished, aspirational content that once dominated social media. Brands like NextDoor and Ring thrive on UGC by encouraging users to share funny and candid footage captured by their doorbell cameras. These user-generated videos often go viral, showcasing real-life moments that resonate with a wide audience and provide authentic, engaging content.
De-influencing and Realism – Dove
Dove uses realism to create an inclusive vision of beauty
The trend of “de-influencing,” where influencers share products their followers should avoid, is gaining traction. This realistic approach resonates with audiences who are tired of being sold an unattainable lifestyle. Dove has long championed realism and authenticity in its campaigns, focusing on real beauty and body positivity. Their “Real Beauty” campaign encourages women to embrace their natural beauty and has featured real women rather than models, promoting a message of self-acceptance and authenticity.
B2B Influencing and Expert-Led Campaigns – LinkedIn
Superstaff Outsourcing’s Article on the 11 Top B2B Influencers on LinkedIn
B2B influencing is set to grow, leveraging key leaders and experts within niche industries to build brand awareness and credibility. Campaigns hosted on platforms like LinkedIn can effectively target professional audiences and enhance brand trust through authoritative voices. LinkedIn itself is a prime example, with various industry leaders using the platform to share insights, trends, and professional advice, thereby establishing themselves as thought leaders.
Founders as Influencers – Poppi
Poppi’s co-founder, Allison Ellsworth goes behind the scenes on social
CEOs and key leaders are stepping into the spotlight, creating content to reinforce their brand authority and humanize their companies. This trend aligns with the need for brands to have a human face, making them more relatable and trustworthy. Poppi’s co-founder, Allison Ellsworth, frequently shares her entrepreneurial journey and the story behind the brand on social media, connecting with the audience on a personal level and enhancing the brand’s authenticity.
To stay ahead, focus on building genuine connections, working with niche influencers, and embracing the power of storytelling. Showcase your authentic personality, leverage employee voices, and create tight-knit communities. Encourage real user-generated content and maintain transparency in all your campaigns. By adopting these strategies, you can keep your brand relevant, build trust, and foster lasting relationships with your audience. Interested in learning more? Contact us to get started!
Chatterkick Team
The Chatterkick team is made up of envelope-pushers, big thinkers, brainstormers, and conversation starters. We live and breathe social media advertising and all its analytics and data. We love to create engaged, happy social media communities around businesses, and we are dedicated to creating a glowing brand reputation, culture, and voice for our clients. This blog was brought to you in collaboration with multiple Chatterkick team members. Follow me on Twitter