The right to reinvent, credible creativity and realism are among the top five trends now shaking up the influencer marketing space for brands, We Are Social's new report reveals.

The socially-led creative agency has launched a new report titled 'Next Gen Influence', providing an in-depth exploration of the latest trends in influencer marketing and the burgeoning creator economy. The report identifies five key trends that are shaping the creator landscape and their implications for brands. It also highlights breakthrough creators who embody these trends, including @froomes and @tedstethics in Australia.

The five trends identified are: The Right to Reinvention, Relatable Realism, Influential Allies, Credible Creativity, and Extreme Influence.

With Right to Reinvention, the report notes today's creator economy has been complicated by a focus on 'journey', thereby complicating ideas of authenticity. According to the report, the consistency required in authenticity is no longer a necessity and creators such as Lucina Price (aka froomes) are evolving their narrative and sharing stories of reinvention to draw in new viewers.

Relatable Realism meanwhile is the shift from aspirational content as the bread and butter of influence to more realistic engagement.

"With most people striving for stability, not luxury – aspiration is having to change shape to stay realistic. Now, creators peddling ‘the good life’ are having to reappraise what that life looks like to make it feel relevant for real people. This means lifestyle content that’s less about glamour and luxury, and more about calm and stability," the report authors stated.

The trends are illustrated with examples from brands such as Booking.com and H&M. The report was developed using a mixed-methodological approach, including quantitative, qualitative, and cultural analysis.

"Our creator landscape is more vibrant than ever, and having worked with creators for the past 15 years, we’ve seen firsthand how they can really shape culture and build brands. It's exciting to witness their increasing ability to engage audiences with content that not only entertains but adds real value to people’s lives, making them important partners for marketers. As the creator landscape continues to evolve, the opportunities for brands to connect authentically and meaningfully with audiences will only grow, driving real impact," said Suzie Shaw, CEO at We Are Social Australia.

Mobbie Nazir, global chief strategy officer at We Are Social, added, "The creator economy is growing rapidly, driven not only by platforms but by the individuals working in those spaces. They are finding ever more creative and distinct ways to engage audiences at scale. In this continuously evolving ecosystem, keeping up with the latest movements can be hard for brands. Our Next Gen Influence report maps out not just the surface-level shifts, but the deeper motivations impacting brand-creator collaborations in the long term."

In addition to the report, We Are Social is also working on a list of the top 10 creators shaping culture in Australia, further demonstrating their commitment to understanding and leveraging the power of the creator economy.