Instead of constantly pursuing fleeting fads and viral sensations, brands should perhaps focus on reliable, enduring formats that consistently engage and build loyal audiences.

I’m roaming through the streets of Boston’s North End with one of my oldest mates, Giovanni Contrada, aka “Gio” or just “G” if you’re into the whole brevity thing. We hadn’t seen each other in a while, each of us living in different countries. As we pass a gang, (or is it “gaggle”?) of young people, first one and then all of their heads swivel in the direction of Gio. “It’s the TIK TOK guy,” one of them shrieks. WTF? Suddenly Gio is surrounded by fans and posing for selfies like a rock star. This happened years ago. Of course, I knew Gio was “blowing up” on Tik Tok, but it hadn’t yet fully registered with me the impact of a million plus people monitoring his meticulously recorded musings each day. This was not an isolated incident. This scenario with Gio would play out again and again that day and many times since.  Wherever we meet, in Boston, New York, Los Angeles — his followers always find him. My agency has employed many influencers over the years, before and after this first encounter with my newly famous friend. But this was the first time I was up close and personal with the real-world impact of the creator phenomenon and witnessing just how powerful it can be.

Giovanni has remained popular to this day because he tapped into what would become one (arguably two, but we’ll come to that) of social media’s most enduring trends…Outfit of the Day posts…in G’s case, showcasing his own creations.

I relate this story because it seems to me that in this ever-evolving landscape of social media marketing, brands often find themselves chasing the latest fads in hopes of capturing fleeting attention. However, the real value may very well lie in investing in enduring creator trends that have proven their resilience over time. From Outfit of the Day (OOTD) posts to travel vlogs and beauty tutorials, these trends persist because they tap into fundamental human interests. The secret is to invest in the right creators over the long term to develop sustained and authentic connections with consumers.

1. The Timeless Appeal of Fashion Posts: Outfit of the Day (OOTD)

An outgrowth of the “Street Fashion” trend that began in fashion magazines in the “before times” (pre-Internet), the “Outfit of the Day” (OOTD) trend has been a cornerstone of fashion content since Instagram’s earliest days. Influencers like Giovanni Contrada, known for his “Imp of the Perverse” label featuring unique and colorful jackets that have found their way onto the backs of fashion divas, rock legends like Keith Richards and yours truly, have captivated audiences with bold, unconventional fashion choices. His 1.5 million TikTok followers attest to the enduring appeal of fashion content that blends creativity with authenticity.

Aki and Koichi Kim, an elderly Japanese couple recently featured in a Vogue Business article, have captured a global audience with their meticulously coordinated high-fashion and streetwear looks. With over 500,000 followers on Instagram, they influence both emerging designers and established brands.

Similarly, Chiara Ferragni, an Italian fashion powerhouse, began her journey with her blog, “The Blonde Salad” in 2009. Her OOTD posts have been a staple of her content on social media, particularly on Instagram. Today, with nearly 25 million followers, she collaborates with top brands like Dior and Louis Vuitton, setting industry standards and driving significant traffic and sales.

Another prominent figure is Chriselle Lim, a Los Angeles-based wardrobe stylist and YouTube vlogger who runs the blog “The Chriselle Factor.” Chriselle shares her fashion insights with over 1.3 million Instagram followers, covering everything from high fashion to everyday looks.

Denise Mercedes, known for her #StyleNotSize movement, showcases how different body types can wear the same outfits. With over 3.5 million followers on TikTok, her OOTD posts inspire a diverse audience, proving that style is inclusive and accessible.

Why OOTD Persists: Fashion is a daily necessity and a form of personal expression. OOTD posts allow influencers to showcase their style, inspire followers, and promote brands in a relatable, everyday context.

Brand Investment Strategy: Partner with fashion influencers for long-term collaborations. Utilize local creators for virtual fashion shows and exclusive collections. Engage them for campaigns that promote body positivity and inclusivity, highlighting the versatility of your products for all body types.

2. The Enduring Fascination with Food Blogging: Cooking Tutorials
Food blogging and cooking videos have been captivating audiences since platforms like YouTube and Instagram gained popularity in the early 2010s. The trend endures due to its blend of education, entertainment, and daily relevance..

Samin Nosrat, the acclaimed chef and author of “Salt, Fat, Acid, Heat,” epitomizes this trend. With 800,000 followers on Instagram and a successful Netflix series, Samin combines educational content with engaging storytelling.

Another prominent food influencer is Joshua Weissman, with 7.4 million YouTube subscribers. Known for his detailed cooking tutorials and humorous approach, Joshua partners with kitchenware brands and food companies to create engaging content.

Similarly, Molly Yeh, a chef and blogger, combines Midwestern and Chinese cuisine, appealing to a broad audience on her blog and Food Network show. With 650,000 Instagram followers, she collaborates with food brands to develop recipes and promote kitchen products.

My pal Gio also leverages his fashion following to combine his personal style with engaging food segments — creating a mashup with another enduring, if sometimes inexplicable, social fascination – watching people eat. His cooking tutorials and “Chat & Chew” segments are notable for their intimate and reflective nature. In these segments, he not only cooks and eats, but also discusses his emotional state, personal experiences, and various aspects of his life while enjoying meals. This format allows him to connect deeply with his audience by offering a glimpse into his inner thoughts and emotions.

Why Cooking Tutorials Persist: Cooking is a universal necessity and a source of creativity and joy. Food bloggers offer practical tips, recipes, and inspiration, creating a strong connection with their audience.

Brand Investment Strategy: Partner with food influencers to sponsor cooking videos and recipe books. Develop branded cooking kits and interactive cooking experiences that allow followers to cook along with influencers, enhancing engagement and brand loyalty.

3. The Adventure of Travel Vlogging: Destination Showcases

Inspired by travelog programming on television in the 90’s, travel vlogging has been popular since YouTube’s rise, appealing to viewers’ sense of adventure and curiosity. 

Influencers like Drew Binsky, with 2.6 million subscribers, and Kristen Sarah, with over 400,000 subscribers, explore unique cultures and destinations, providing valuable travel tips and inspiration.

Nadine Sykora, with 500,000 YouTube subscribers, showcases adventures in off-the-beaten-path destinations and collaborates with tourism boards and travel brands, highlighting the enduring appeal of travel vlogging.

Why Destination Showcases Persist: Travel fulfills the human desire for exploration and discovery. Travel vloggers offer escapism, inspiration, and practical advice, making their content highly engaging and accessible.

Brand Investment Strategy: Create participatory travel series where followers vote on destinations and activities. Offer exclusive travel itineraries co-created by influencers to provide bespoke travel experiences for their audience. Collaborate with influencers for live travel events and virtual tours to engage viewers in real-time.

4. The Glamour of Beauty Tutorials: Makeup Transformations.

Beauty tutorials have been a staple on YouTube and Instagram since the late 2000s. Influencers like Huda Kattan, with 51.9 million Instagram followers, dominate this space with her transformative makeup looks and beauty tips.

Nikkie de Jager (NikkieTutorials), with 14 million YouTube subscribers, is another major figure in the beauty community. Known for her transformative makeup looks and energetic personality, she collaborates with top beauty brands to create viral content and product lines. James Charles, with 25.5 million YouTube subscribers, is also renowned for his creative and detailed makeup tutorials. There are also thousands of new beauty creators on the rise. Your daughter or niece are probably one of them.

Former model and now beauty blogger Katya Spivak, with an audience of over 1.2 million Instagram followers, promotes beauty from the inside out by creating healthy lifestyle recipes.

Why Makeup Transformations Persist: Beauty and self-care are universal interests. Beauty tutorials provide valuable tips, product recommendations, and transformative looks, fostering a strong connection with viewers.

Brand Investment Strategy: Sponsor virtual beauty workshops and create personalized beauty box subscriptions curated by influencers. Focus on long-term collaborations that build trust and loyalty, offering exclusive product launches and behind-the-scenes content with influencers.

5. The Fitness and Wellness Movement: Workout Challenges

Fitness content has flourished on platforms like Instagram and YouTube since the early 2010s. But workout challenges have become a staple format in the category.  Now I’m no influencer, but even my participation in a “50 pushups a day for 30 days” challenge ignited my puny following of friends and family. And by “ignite”, I mean I got a few snarky comments.

Influencers like Kayla Itsines, with 15.6 million Instagram followers, share her workout routines and wellness tips, fostering a dedicated community of fitness enthusiasts.

Cassey Ho, with 5.7 million YouTube subscribers, is the creator behind Blogilates, offering engaging and motivational fitness content. Jeff Nippard, with 3.4 million YouTube subscribers, offers an evidence-based approach to fitness and bodybuilding, garnering a loyal following. And thousands of local gym junkies promote similarly styled content with varying success.

Why Workout Challenges Persist: Health and wellness are perennial interests. Fitness influencers provide motivation, routines, and tips that help followers achieve their goals, creating a loyal community.

Brand Investment Strategy: Develop global workout challenges and custom fitness gear in collaboration with influencers. Create comprehensive wellness programs that engage and motivate audiences, offering branded fitness plans and exclusive workout content from influencers

6. The Thrill of Gaming and E-Sports: Live Streams

Gaming and e-sports have been a dominant force on social media and streaming platforms since the early 2010s. The revelation that gamers also enjoy watching other gamers was a marketing…game-changer.

Influencers like PewDiePie, with over 111 million YouTube subscribers, have built massive followings by sharing gameplay, tutorials, and participating in competitive gaming.

Ninja, known for his Fortnite streams and gaming tutorials, has 24 million subscribers on YouTube and millions more on Twitch. Shroud, with over 10 million followers on Twitch, is known for his expertise in first-person shooters. It’s such a dynamic and ubiquitous category, there are new creators popping up all the time.

Why Live Streams Persist: Gaming is a deeply engaging and interactive form of entertainment. The community aspect and the thrill of competition keep audiences coming back for more.

Brand Investment Strategy: Sponsor gaming streams, tournaments, and product placements. Collaborate with influencers for exclusive content and product launches, integrating your brand seamlessly into live gaming experiences to engage with the audience.

7. The Creativity of DIY and Crafts: Eco-Friendly Projects

DIY and craft content has thrived on platforms like YouTube and Instagram since the early 2010s. Combining this trend with sustainability creates an opportunity for many brands.

Influencers like Lauren Riihimaki (LaurDIY), share creative DIY projects and craft ideas with millions of followers, appealing to those looking for practical and creative solutions.

Sophie Parker, known for her eco-friendly crafts and sustainable living tips, attracts a dedicated audience interested in sustainability. Karen Kavett, a YouTube influencer, is known for her detailed and creative DIY projects, ranging from intricate paper crafts to practical home improvement projects.

Why Eco-Friendly Projects Persist: DIY and crafts offer a satisfying and creative outlet. The hands-on nature of these projects fosters a sense of accomplishment and provides practical solutions, especially those focused on sustainability.

Brand Investment Strategy: Collaborate with influencers for eco-friendly DIY projects, tutorials, and product placements. Develop seasonal craft kits and sustainable project ideas to engage audiences, highlighting your brand’s commitment to sustainability.

8. The Heart of Parenting and Family Life: Family Vlogs

Parenting and family life content has a long-standing presence on social media, appealing to parents seeking advice, support, and inspiration. 

Influencers like Jessica Shyba (Momma’s Gone City), share insights into family life and parenting tips with hundreds of thousands of followers.

Ellen Fisher, focuses on vegan parenting and sustainable living with her family, attracting a large following interested in holistic living. Katie Stauffer, shares humorous and heartwarming content featuring her family, partnering with baby product and lifestyle brands for engaging and authentic content.

Why Family Vlogs Persist: Parenting is a universal experience with a constant demand for advice, support, and inspiration. Family influencers provide a sense of community and trusted recommendations.

Brand Investment Strategy: Partner with family-oriented influencers for product reviews, sponsored posts, and family-friendly content. Focus on authentic collaborations that resonate with parents, offering exclusive product launches and family-centric events.

9. The Allure of Technology and Gadgets: Tech Reviews

Technology and gadget reviews have been a staple of YouTube content since the platform’s early days. 

Influencers like Marques Brownlee (MKBHD), review the latest tech gadgets and innovations for his 16.3 million YouTube subscribers, providing detailed insights and hands-on experiences.

Justine Ezarik (iJustine), combines tech reviews with lifestyle vlogs, attracting millions of followers. Linus Sebastian (Linus Tech Tips), offers detailed tech reviews and build guides, partnering with tech companies for product placements and reviews.

Why Tech Reviews Persist: Tech enthusiasts seek reliable information and reviews to make informed purchasing decisions. Tech influencers provide detailed insights and hands-on experiences.

Brand Investment Strategy: Partner with tech influencers for product reviews, unboxing videos, and tech guides. Focus on creating detailed and honest reviews that build trust with tech-savvy audiences, offering exclusive first-looks and behind-the-scenes content.

10. The Wisdom of Personal Finance and Investing: Financial Edutainment

Personal finance and investing content has gained popularity as more people seek financial literacy and investment advice. 

Influencers like Graham Stephan, with 4.2 million YouTube subscribers, share tips on real estate investing and personal finance, making complex topics accessible to a broad audience.

Andrei Jikh, with 2.1 million YouTube subscribers, focuses on financial education and investment strategies, breaking down complex financial concepts into easy-to-understand tips. Erika Kullberg, with 1.1 million YouTube subscribers, shares personal finance tips and legal advice, helping followers make informed financial decisions.

Why Financial Education Persists: Financial literacy is crucial for long-term financial health. Personal finance influencers provide valuable education and practical tips that empower their followers.

Brand Investment Strategy: Collaborate with finance influencers for educational content, product endorsements, and financial tips. Develop interactive financial planning tools and exclusive content to engage and educate audiences, building trust and credibility for your brand.

Brands looking to build lasting relationships with consumers can benefit immensely from these enduring trends. By collaborating with emerging creators they can tap into established and engaged audiences, creating authentic and impactful marketing campaigns. Whether through interactive experiences, exclusive collections, or innovative content, the possibilities for effective brand collaboration are vast and promising. These enduring trends not only build brands but also create lasting connections with consumers, driving loyalty and engagement in an ever-changing digital world.