Top 5 trends in Social Media and Influencer Marketing this month

IMA Influencer Marketing Trends

Hot & trending

by Axelle Lelièvre

This past month has been busy and really exciting, with Back to School, Fashion Week,  the Global Climate Strike and so many other events, online updates and hot industry news. We received endless DM’s and app notifications around the hype and industry moments. From it all, we now present to you our Top 5 social media and influencer marketing trends.

1. The Climate Global Strike is a matter for everyone

Since September 20th people from around the world have taken to the streets to participate in raising awareness around the climate crisis and by showing their involvement. As an extraordinary show of support, companies from around the world jumped in and participated in the awareness drive. From companies giving their staff off to attend the protest to completely shutting down retail and online stores. On social media, 545.3K posts have been shared with the hashtag #fridaysforfuture, created by the young and bold activist Greta Thunberg. And this is only the beginning.

2. Jennifer Lopez broke the Internet again

Just a few days ago at Milan Fashion Week, Jennifer Lopez shut down the Versace Spring 2020 show. She adorned the runway wearing a recreation of the iconic, silk chiffon jungle print she wore in February 2000 to the Grammy Awards. At the time, the dress catalyzed the creation of Google Images out of a need to serve people’s interest in searching for the iconic dress online. To celebrate the unusual anniversary, Google partnered with Donatella Versace and her team to recreate the dress and immerse the show’s attendees in a unique experience - creating a digital artwork inspired by the new dress print using Google Tilt Brush and using Google assistant to call for the Jungle dress’ appearance on the runway.

3. Subscribe to access exclusive content from your favorites influencers

For a few years now celebrities have shared exclusive content with their biggest fans through dedicated platforms, such as personal life updates or a specific commercial launch. The boom of influencer Marketing and the close, authentic relationships that have developed between loyal followers and influencers has given rise to the creation of these influencer platforms or apps. Now, followers can access bespoke exclusive content produced by their favorite influencers on a dedicated platform, mobile app or even become “close friends” on Instagram. Patreon is a platform that offers memberships for influencers and their most engaged fans. The follower can choose a membership package, from a few euros to hundreds of euros fees per month for exclusive access to a set of benefits. This new dynamic is closing the intimacy gap even further between influencers, who can now share intimate life details, and their followers, who have the opportunity to get into the closer social circle of their favourite influencers.

4. The rise of deepfakes - from a buzzing trend to a big privacy issue

In recent months, deep fakes apps are flourishing and active on phones everywhere. The technique includes building out human image synthesis using deep learning technologies. Interestingly, it’s technological advancements are moving even faster than predicted due to the deep fakes' worldwide mass-adoption. Like several AI technologies, many are already flagging the dangers of deep fakes from abusive privacy usage to spreading fake news. Some recent public apps, like FaceApp - which enables its users to age themselves - and Zao - which allows you to place yourself into scenes from hundreds of movies and TV shows, now only available in China - are facing heavy backlash over a perceived threat to user privacy and some parties are taking action against these companies. However, deep fakes could potentially be leveraged by brands in a better, healthier way to offer their consumers a unique brand experience, such as placing them into branded content as the hero. Opportunities are numerous but brands first need to solve the ethical, legal, trust and transparency issues raised by deep fakes before adopting any commercial use of it.

5. Instagram is restricting the access of certain products category

Instagram and its parent company, Facebook, are rolling out new policies around content aimed at older audiences. In its effort to make their social media channels “a positive place for everyone,'' the company is restricting people under the age of 18 from seeing posts that promote weight loss products, cosmetic procedures, and even alcoholic beverages. Both Instagram and Facebook will apply the age restriction rules for content including a clear incentive to buy or sharing a product price for the above categories. 

The social media platforms will go even further by deleting posts if there are any miraculous claims about diet or weight loss products and is linked to a commercial offer such as a discount code. In a press release, Instagram announces that the policy will “evolve as needed but we believe this is a positive step in protecting people on Instagram.”

InsightAxelle Lelievre