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.

The power of celebrity is intoxicating. Society has always found a fascination with fame that often transcends the talent, intellect or ability of the person behind it. We may admire a great musician or actor, but we absolutely adore rock stars and movie stars, and are ravenous for any morsel we can consume from their lives. And we have done so since the advent of modern communications and media — first through fan magazines, then newsreels, then TV shows, then reality TV shows, then the Internet, which created its own celebrities in the form of influencers.

We are even content to admire people who are only famous only for being famous. Apparently, all we need to know about someone to get our attention, is that this particular someone already has the attention of lots of other someones. It doesn’t make a whole lot of sense when you think about it. That’s just how it is.

Since the dawn of advertising, marketers have been trying, in one way or another, to coopt this fame and use it to sell everything from soda pop to sportscars. This is based on the not so clandestine premise that “if you like this guy, and he likes our product, then you’ll like our product too.

Enter the advent of influencer marketing. According to the Social Media Influencers survey conducted by YouGov, 85% of respondents in the UAE and KSA follow social media influencers. That’s a lot of people looking to be influenced. And it’s working. 73% of consumers say have purchased from a brand or tried a service recommended by an influencer, and 73% discover new trends by following them.

So, should you employ influencers for your brand?  Is it as simple as just paying a celebrity to endorse your products to their followers? Yes, if you want to achieve awareness among a large mass audience quickly, and you have the budget, by all means employ a celebrity, a “mega” or “macro” influencer. But if your goal is to engage and sell to your audience in the near term, your brand may be better served by a team of micro- or even nano-influencers.

That’s because it’s not the number of followers they have. In fact, content is more important than the number of followers an influencer has, with 70% following an influencer due to interesting content. This is why partnering with micro-influencers can be more effective than the macro, so-called celebrity, influencers.

While mega-influencers have over 1-million followers and macro-influencers have between 100k and 1-million followers; micro-influencers are individuals who have between 10K and 100K followers and nano-influencers have less than 10k followers. Micro- and nano-influencers replace fame with authenticity and tend to be experts in their niche.  That’s how they deliver relatable and consistent content that resonates with their audience.

They are refreshingly more accessible and less mercenary than larger influencers, making them more approachable and more willing to negotiate an equitable arrangement. They also have a more engaged audience, as opposed to the 79% of respondents who have unfollowed social media influencers due to increased promotional content and conflicting values and ethics. That’s why their followers are more likely on a percentage bases to purchase the products they endorse.

They also offer personalized and niche targeting. If you’re looking to reach a specific audience, a micro- or nano-influencers may be the way to go. They also help establish trust. Consumers prioritize honesty and credibility in influencers, with 73% being able to tell if content is paid for or authentic, and 59% being less likely to trust paid reviews. Smaller influencers offer authentic content that is less likely to come across as promotional.

Examples Of Brands Effectively Using Smaller Influencers

Glossier, the minimalist beauty brand, believes that every customer can be an ambassador for their products. They’ve created a community of over 500 ambassadors who share their beauty routines and favorite Glossier products, while being ‘paid’ in free products, discounts and other incentives.

Tom’s of Maine, a natural health brand, found a creative solution when they couldn’t afford to pay influencers.They turned their super fans into brand advocates by offering free products, exclusive discounts, and early access to new launches.

Coca Cola partnered with food and travel influencer Miette Dierckx and 11 other Belgian influencers to create authentic content for their brand. By choosing influencers who fit their niche but also aligned with their brand values, Coke created a promotion that felt genuine and appealing to their target audience.

Sperry, famous for the boat shoe, launched an influencer campaign to promote their cold, wet weather shoes while also elevating their fashion appeal. They combined macro- and micro- influencers by working with highly engaged fashion influencers for the first week, then enlisted brand enthusiasts for earned social posts in the second, extending their reach.

Toy maker Mattel re-launched the Polly Pocket, a popular toy from the 1990s, and partnered with influencers who remembered playing with the original version. Mom blogger Peace Love and Mommy shared sponsored posts of her daughter playing with the toy, tapping into her followers’ sense of nostalgia

How To Find Elusive Micro- And Nano-Influencers.

Of course, it is generally more time-consuming to identify and engage micro- and nano-influencers. But the result of recruiting a small army of loyal and passionate smaller influencers vs the relatively easy task of hiring a single, often spoiled celebrity, can be well worth the effort.  Here are a few ideas on how to identify relevant micro-influencers.

Influencer Marketplaces & Platforms.  Check out platforms like Infuence.co or AspireIQ that allow you to search for influencers based on location, niche, and other factors.

Hashtags. This is a great way to find influencers who are already posting about topics related to your brand. You can also check your own followers to see if there are any micro- or nano-influencers among them. They may be following your brand without you even realizing it.

Location Tags.  If you’re looking to target a specific geographic area, you can search for influencers who are based in that area.

Key Words.  By searching for keywords related to your brand or niche, you can find influencers who are already posting about those topics.

Industry Events. Attend industry events and keep an eye out for individuals who are active on social media and have a strong following.

Social Listening. By monitoring social media conversations related to your brand or niche, you can identify individuals who are active in the space and have a strong following.

Follower Lists. By examining an influencer’s follower list, you can identify individuals who are active and engaged in the niche.  You can also post that you are looking to partner with new or smaller influencers who are passionate about your brand or category. 

Customer Lists. Your customers may be active on social media and have a strong following. By reaching out to them, you may be able to identify individuals who would be a good fit as a micro- or nano-influencer for your brand. 

Advanced Search Techniques. By using advanced search techniques, such as Boolean Search Operators (simple words like AND, OR, NOT or AND NOT used as conjunctions to combine or exclude keywords in a search) in your Google searches, you can save time and effort by eliminating inappropriate hits and more quickly identify individuals who are active in your niche and have a strong following.

Social Media Groups. By joining groups related to your niche, you can identify individuals who are active and engaged in the space.

Product Posts.  By searching for influencers who are already posting about your product, or even a competitor’s product, you can identify those who are already enthusiastic about your brand or category.

Micro- and nano-influencers offer personalized and niche targeting, help establish trust, deliver relatable and consistent content, and have a more engaged audience.  They are an important part of influencer marketing and may just be the key to unlocking your brand’s potential.

Influencer marketing has become a go-to strategy for brands looking to more closely connect with their target audience. By partnering with influencers, brands can tap into their authentic voice to create rich brand associations.  However, building a successful campaign around multiple influencers can be a challenging task. It takes more than just a hashtag to bind them together and call it a campaign. To create a cohesive program that ties together multiple voices while still allowing each influencer the freedom to speak to their followers in their own unique way requires a thoughtful creative strategy.

Of course, the rules of engagement with influencers still apply. First we must evaluate each influencer’s strengths and weaknesses. Every influencer has their own niche, audience, and style of content creation. By identifying these unique characteristics, we can choose influencers that align with our brand’s objectives and values. Next, we provide each influencer with a clear set of communications guidelines that ensures each post will align with your brand’s objectives and values. These guidelines should provide influencers with direction on how to incorporate your brand’s messaging into their content while still allowing them to speak to their followers in their own unique way.

But to elevate your multi-influencer campaign to a higher level, it is also important to identify a common thread, a theme, storyline, etc., that ties all of the influencers’ content together so that they are essentially “dancing to the same beat” vs left entirely on their own to freestyle and interpret messaging themselves. That’s how to create a campaign that feels organic and natural, but where the collective result is far more powerful.

Our “Speak Lavazza” campaign is a great example. Lavazza wanted to showcase its authentic Italian coffee experience and its position as a premium coffee brand. So we tapped into the insight that Italians have a sub-language of hand gestures to express their thoughts and emotions. We created a glossary of these gestures and invited influencers to incorporate them into their posts, as well as follow our key brand guidelines and the hashtag: “SpeakLavazza”.

The result was a campaign that felt organic and natural. Each influencer found their own way to use the gestures, resulting in an engaging and entertaining campaign that hit all the right brand notes. This campaign was successful because it allowed influencers to use their unique voice and style to promote the brand, while still providing the impact off a coordinated campaign. 

Another example of applying a campaign strategy to influencers is “Dove Real Beauty”. Dove wanted to redefine beauty standards and promote body positivity by celebrating real women and their diverse bodies. Dove partnered with influencers who shared this message of self-love and body positivity. The campaign used the hashtag #RealBeauty, which the influencers used in their posts. The campaign encouraged women to share their stories and photos using the hashtag, resulting in a positive message of inclusivity.

The “Coachella in Your Living Room” campaign by Absolut Vodka is another successful influencer campaign. Absolut partnered with influencers who attended the Coachella music festival to create a campaign that brought the festival experience to the viewers’ living rooms. The influencers created cocktail recipes using Absolut vodka, shared their festival outfits, and created a Coachella-inspired atmosphere in their homes. The campaign provided an alternative experience for viewers who couldn’t attend the festival, positioning Absolut as a festival-inspired brand that offered a unique experience.

It’s important to monitor the success of your influencer campaign and make adjustments as necessary. Use metrics like engagement, reach, and impressions to measure effectiveness. This will allow you to make changes to your strategy as needed and ensure that your campaign is achieving its objectives.

Building a successful campaign around multiple influencers can be a challenging task. However, by identifying a common thread that ties all of the influencers’ content together, you can create a cohesive campaign that feels organic and natural, even when multiple influencers are involved.