Explaining new influencer marketing trend from @mirandadoesbrands

The creator explains the marketing trend of 'effort signaling,' where influencers create high-production value content for brand partnerships instead of low-effort, 'native' ads. She provides examples of this trend, explains that this shift is a response to audiences disliking manipulative advertising and rising anti-influencer sentiment, and argues that making labor visible earns back trust and respect.

Creator: @mirandadoesbrands on TikTok

Video format

Talking Head Edit

Video outline

  1. State a new behavioral trend
  2. Define the old, failing method
  3. Introduce the new, successful method
  4. Explain the psychological reason it works
  5. Predict the trend's future

Narrative framework

The Trend Forecaster

Narrative framework logic

To identify and name a new cultural or behavioral trend, explain the problem it solves by contrasting it with an outdated method, and predict its future impact.

Topics: Influencer Marketing, Marketing, Social Media Marketing, Content Strategy

Concepts: Breakdown

Formats: Talking Head Edit

Elements: B-Roll Cutaway, Image Overlay, Voiceover, Title Text Hook

Account types: Personal Brand

Transcript excerpt

Influencers are currently effort signaling. Ken Urich made a mini movie for Columbia. Nuri Anna made a cinematic masterpiece for Nespresso. One of the biggest misunderstandings in marketing is that people hate ads when actually they just hate feeling manipulated. An An influencer talking to you like they're on FaceTime while overtly selling you a face cream doesn't feel quite so authentic anymore. It just feels disingenuous. So we're seeing a really interesting reversal play out where instead of trying to make an ad feel as native as possible, influencers are turning paid partnerships into full blown movies because there's an honesty in the obviousness. When people can see how much effort went into something, it earns a certain level of respect. And with anti influencer sentiment on the rise, I think we're going to see a lot more influencers making their labor visible.

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