November 13, 2020

What’s next for influencer marketing in 2021?

According to AdWeek, the influencer marketing industry is predicted to reach a value of $10b by the end of 2020.
Sophie Crowther
Sophie Crowther

Head of Influencer Talent, JAPAC

With every passing year, it seems that influencer marketing grows strength-to-strength as an essential marketing tool for brands to connect with social users. As a business deeply rooted in the marketing of influencing and the world of social, we’ve pulled together some of our top trend predictions and insights for 2021 across the industry.

Social Detox

In a wave of acknowledgment that social media can really have an impact on people’s mental health and wellbeing, we’re seeing a number of trends and movements which aim to spread some love on platforms and give people a welcomed break from the noise of social media.

Users might unfollow people that they feel don’t serve them or they might even go offline for 48 hours for a welcomed break from social media. We are also seeing a huge soar in body-pos/positivity influencers arriving on key platforms. 


YouTube has historically been the leading platform for users to create, share and consume educational content. This year, however, we have seen the rise of #LearnOnTikTok. The initiative funds a wide range of creators and their educational videos in order to facilitate learning in the app, during the COVID-19 pandemic.

It seems TikTok might be giving YouTube a run for its money?


We’re seeing a huge surge of E-commerce opportunities across key social platforms, especially out of China and Asia. Online retail sites like Shopee and Lazada (Laz Live) in Asia are doing incredibly well.

Other companies like Shopify, a commerce platform that allows anyone to set up an online store and sell their product, are being globally recognised on social media. Shopify is favoured by independent, small and medium sized businesses with basic packages starting from £29 a month.


With restrictions in place across the world, due to the COVID-19 pandemic, gamers and sports players alike looked for an alternate way to play sports and compete in 2020.

Brands are developing highly valuable commercial relationships with gaming influencers, with over 2.7b gamers world wide (according to Jenny Hall at the The Drum’s Digital Summit).

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