'De-influencing’ and the decline of platforms: the trends of 2024

2024 has been demure, brat, and wicked in equal parts… but what can the creative industry learn? Niki Albon, former YouTuber and now head of creative at Cherry Pick Talent, weighs in.

If the early signs are anything to go by, 2025 is already asking 2024 to hold its beer.

Pepe the Prawn is making a comeback, Donald Trump will be back in office, and there’s even an impending TikTok ban.

Predicting the future is hard—nearly impossible, even—when micro, macro, and evergreen trends seem to pop up overnight. Still, I’d put money on a few platform-focused and content trends making waves over the next 12 months.

De-Influencing: From trend to strategy

The rise of de-influencing—where creators encourage their followers to think critically about purchases or challenge influencer-driven behaviours that don’t align with audiences' day-to-day experience - shows no signs of slowing down.

More and more creators are engaging with brands from a fan-first perspective. We’re going to see an increase in shoppable ads integrated directly into content, whether it’s TikTok Shop, YouTube’s shoppable ads, or Instagram Live Shopping - led by both a desire to recommend products that creators are authentically fans of, and moreover the affiliate returns that smaller creators can take advantage of through such product offerings.

However, the trend will continue towards brands and creators leaning into authenticity; building trust and relatability first and foremost, before exploring paid partnerships; a notable example is Zoella and Liz Earle. The OG influencer was a fan of the product long before exploring paid partnerships. Now, over a decade later, Liz Earle remains a mainstay in her list of recommendations, with paid partnerships in tow.

Let me be clear: the space for paid partnerships hasn’t gone anywhere. They’re as crucial as ever for both brands and creators—speaking as someone who was a full-time creator for 10 years (and had bills to pay). The real shift is in prioritising long-term ambassador relationships over fleeting one-and-done deals. This approach isn’t just better for brands; it’s additive to a creator’s journey and builds stronger audience connections. It’s also something I’ll be baking into more pitches for 2025.

Audiences can smell inauthenticity a mile away.

Platforms take a backseat, creators take the wheel

This is a human industry that requires a human touch—from creators and their representation to the brands they partner with, relationships are everything. That’s why I think the era of every agency scrambling to launch a “platform” is finally winding down.

Don’t get me wrong; a level of automation has its place. But in my experience, most “platforms” are little more than smoke and mirrors for inter-agency talent sourcing. I’ve lost count of the number of inbound requests from these so-called platforms asking me to suggest creators for their sold-in campaigns. Who does this actually serve?

Here’s where it gets interesting: I believe more creators will cross over into agency roles and make an impact from the inside. The influencer space is maturing, and we’re already seeing creators step into marketing teams to elevate the industry. I’ll raise my hand here—I’m one of them.

As a creator, I’ve been on the receiving end of the good, the bad, and the downright ugly when it comes to industry practices. And I can tell you, creators have a lot to offer behind the scenes. We bring first-hand experience that can sculpt better briefs, streamline processes, and create a culture that ultimately raises the bar for influencer marketing. Agencies are still being called out on X (Twitter) for not getting the basics right—so why not bring in the people who’ve lived it?

Gaming: Finally 'getting its flowers' and embracing bolder creatives

For the longest time, gaming carried the stigma of being a teenage boy’s hobby. That narrative is dead. The gaming demographic is now incredibly diverse. In 2022, women made up nearly half (48%) of U.S. gamers, and globally, the gaming population sits at a staggering 3.24 billion.

With that myth firmly buried, I predict more brands will dive into the gaming space—not as outsiders, but as contributors. I’m talking about in-game activations in titles like Fortnite and Roblox, designed for players by players. From there, creators will amplify these experiences, drawing eyeballs beyond the gaming community. I often describe this as similar to an OOH (out-of-home) activation but with way more dwell time, interaction, and reach—if done right.

I want to see bolder creatives from brands that have yet to explore gaming - embrace the medium and be in the gaming space, not on gaming.

Looking ahead

Of course, there are other more obvious predictions; authentic inclusion and diversity within campaigns that reflect the world around us will continue to be a focus. This has to be led from the heart, and not as an afterthought. As I mentioned, audiences can sniff out box-ticking inauthentic campaigns at 20 paces. Brands that do this particularly well are Trailmix with tits game Love and Pies - creators regularly praise the seamless representation of the diverse LGBTQ+ characters in the game.

2025 is shaping up to be anything but predictable, but one thing is certain: the influencer industry is moving toward authenticity, connection, and innovation. Whether it’s long-term partnerships, creators joining the agency world, or brands jumping into gaming with both feet, we’re in for a wild, exciting ride. Buckle up.