It seems that the forecast for trending influencer marketing uptick in 2023 may be fiction more than fact. We’ve reported that it may be trending upaward this upcoming year through our research, but with economic uncertainty on the rise, that may not be true at all. Everyone in the U.S. has been more cautious with their spending habits and has increased their scrutiny over “influencer authenticity.” This became a recent reality when a popular creator was accused of wearing fake eyelashes to promote L’Oréal mascara. Our favorite part of this scandal is that it has been coined “Mascaragate.”
Psychology of Creativity
Neurology is intertwined with creativity and how it works within the brain. There is research to show that those who are creative use the three brain systems of neural networks: the default/imagination network, the salience network and the executive network. The salience network is a large-scale neuro network located deep within the brain. It is in charge of complex functions, such as social behavior, communication and self-awareness. This system plays a role in motivation and readiness to act to stimuli. The default mode is one that works when we are in our resting state.
Found Content in Holiday Marketing & Advertising
We recently read an interesting article from AdAge about the state of holiday marketing this year and according to them, “promotional tops emotional.” Honestly, it makes sense with the state of the economy being what it is right now. The financial uncertainty during these times makes for a more discretionary consumer. That being said, we firmly believe that you don’t have to remove one to use the other. Why not use promotional and emotional messaging? You can have your cake and eat it to.
