B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: We Are Social Report Explores Trends Impacting The Future Of Influencer Marketing
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > We Are Social Report Explores Trends Impacting The Future Of Influencer Marketing
Marketing

We Are Social Report Explores Trends Impacting The Future Of Influencer Marketing

Cristina Forlani
Published on: 10th October 2023 at 10:04 AM
Cristina Forlani
Share
4 Min Read
SHARE

Global socially-led creative agency We Are Social has released Future of Influence, a report that examines how influencer marketing is set to evolve over the next few years. 

The report was informed by a series of expert interviews, from academics to journalists to creative technologists, as well as creators themselves. It focuses on three key areas across culture, technology and the creator economy. 

COLLECTIVE INFLUENCE: Creators and influencers have been working on their content in isolation. In the increasingly saturated field in which they operate, this is leading to burnout. As a result, influencers are banding together in collectives to share the burden of the creative process. Be it hype houses, metalabels, or media collectives, influencers create economic, emotional, and creative alignment between collaborators. Rather than everyone competing for the same pie, thanks to these collectives, they are now engaging in co-opetition. 

HUMAN ONLY > HUMANS EXTENDED: Advances in technology inevitably lead to questions about how it will negatively affect humans and their influence on the world. In this particular case, it is whether AI, which now gives anyone with a device and Internet connection the power to create anything from their imagination, will drown out creators. Influencers are harnessing new technology, creating alternative revenue streams and extending their influence beyond the typical means of a human life into different elements of the Web3 world. 

NEW PATRONAGE: Creators have major cultural clout with large dedicated communities who have helped shape their careers and make them who they are. But in a saturated market, there’s a need to rethink revenue streams. Creators are taking creative control by launching their own brands, fully leveraging their fandoms, skills and entrepreneurial spirit.

Suzie Shaw, CEO of We Are Social Australia, said: “More than ever before, people are looking to social media to discover and research brands and products, and for lifestyle inspiration. Influencers, with their large followings and engaging and relatable content, are powerful partners for brands, because they can effectively blend wide reach and authentic storytelling. As people spend more and more time online, we expect influencer marketing to keep growing and evolve, so brands need to work to keep pace with the ways it’s changing.”

Paul Greenwood, head of research & insight at We Are Social said: “Influencer marketing has changed beyond recognition over the last few years and this is set to continue. Whether it’s influencers pooling their skills, audiences, and resources in support of a larger creative vision or purpose, getting ahead of AI and fakery, or putting their creative skills to use with new entrepreneurial endeavours – the world of influence is shifting. We hope that the Future of Influence report will give marketers a head start when it comes to understanding this new generation of online talent.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Influencer Marketing, We Are Social
Share
By Cristina Forlani
Follow:
With over 8 years experience in the marketing and advertising industry, spanning both traditional and digital channels, I have worked with clients across a diverse client range including Beauty, Fashion, FMCG, Food&Wine, Travel / Tourism, Tech, Telco, Financial services. I’m driven by a genuine interest in people/consumers and their motivations, excited by the evolution of media, passionate about delivering insight-based ideas, focused on the development of socially-led campaigns that aim to achieve measurable goals and business results. I’m keen to make things happen, my mission is to deliver projects on time and on budget by leading a collaborative and motivated team working together to create something to be proud of. I have a proven track record in growing client revenues and agency profitability, as well as introducing new processes and tools to boost efficiency both internally and with the client. I'm an Account Director at We Are Social, a global agency. We deliver world class creative ideas with forward thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking.

Latest News

The Pistol team photo.
Agency Scorecard: The Pistol
17/07/2025
Agency Scorecard: Mediahub
17/07/2025
Guzman y Gomez’s Steven Marks: Marketing Is Revenue
17/07/2025
Telstra’s Anna Jackson: Creativity Is Fragile In Nature
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?