I think this creates a really unique opportunity for deeper brand development and storytelling.

[phonenumber]

A YouTube video showing behind-the-scenes footage and interviews of Joe Greer's campaign for Bandit Running.

Supporting their mission to be the world’s most community-driven running brand, this partnership places Joe and other members of their community at the center of the campaign. They give him full creative freedom for seasonal campaign shoots with members of their community as the key subjects. This partnership results in BTS content that brings their community deeper into both the brand’s story and Joe’s, while adding more substance and depth to each seasonal release.

It feels like this creates a huge challenge for brands, british indian ocean territory b2b leads especially those catering to Millennial (or older) audiences while simultaneously trying to expand awareness among Gen Z, Gen Alpha, etc.
How do you build a content strategy that appeals to conflicting preferences? Or does this create more fragmentation among how brands approach different networks?

Consider Harry Styles’ cosmetic brand, Pleasing. Given this was founded by Styles, it would be easy to limit their audience to fan girls alone, but they have a larger mission. When their content and creative direction ladders up to their mission to facilitate a better future with and for one another, they don’t need to hit on every trend to be relevant. What sticks with people is the larger story they’re sharing.

An Instagram post from Pleasing featuring a real couple, promoting the brand's Valentine's Day Gift Guide.

When it comes to reaching younger audiences, you absolutely can tap into those trends, but think through how you can use those trends to support your story—not diverge from it.

Want to read more about the role of authenticity in influencer marketing? Download our 2024 Influencer Marketing Report: In Influencers We Trust.