The market is changing
As Instagram offers increased visibility to individuals, more and more labels are approaching popular or cool faces within smaller local communities.
This goes hand in hand with the realisation across brands that they need to connect with customers in more original and direct ways.
Brands can choose an influencer or an aspiring fashion model who can appropriately showcase their product.
While famous travel bloggers and international models have ceased to receive thousands of dollars to advertise bathing suits in exotic destinations; we see fresh faces and different body types advertising lingerie from their living rooms. Modelling happens exclusively on social media during a pandemic.
As people’s personal accounts have less limitations than magazines or what an advertising campaign would require, an influencer can showcase a wider range of product categories to their audience.
Opportunities to partner with fashion, health and fitness, beauty and tech brands arise every day.
Agencies have also increased their online model searches, looking for the next out-of-this-world or completely relatable character to add on their list as consumers are trying to connect on a more genuine level.
Marketers are not just focused for the superstar influencers with millions of followers, but online creators or models with smaller, specific audiences and expertise. ‘Influencing’ is not a side-gig anymore, it’s an actual job.
In fact, less than a month ago, the Australian Influencer Marketing Council (AIMCO) published its first set of guidelines for the industry that includes everything from advertising disclosure requirements, to intellectual property rights and metrics for the success of influencers.
Study sources: Amra and Elma, Kantar, Business Insider, Forbes