Raised on Social NYC | Desperately Seeking Substance

The explosion of the creator marketing industry remains one of the most exciting things to happen in advertising. And yet, over the past 12 months there has been a marked shift in people’s attitude towards the industry.

As the landscape becomes more competitive, social platforms become more congested, and consumers become more jaded, the average influencer marketing campaign is no longer cutting through like it used to.

Are we just too damn relatable?

Creator marketing throughout the 2010s and early 2020s embodies relatability, accessibility and that overused marketing word, “authenticity”.

But now, people are actively seeking out credible voices of authority again. We want creators with unique POVs, content that inspires and bucks the trend rather than copies it, and influencers that know their shit and have a reason to be there. From long-form Substack writers, to YouTube deep dives and 2 hour podcasts, our attention span isn’t getting shorter – we just want to direct it towards something with meaning.

And in this new era of AI-generated content and constant trend churn, people are once more “Desperately Seeking Substance”.

So what does this mean for your brand’s creator marketing strategy this year?

For one day only…