Trends of influencer marketing: educational content

Date: June 16, 2023

In the ever-evolving landscape of influencer marketing, two factors play a pivotal role in achieving success: selecting the right influencer and crafting compelling content. At SamyRoad, drawing from over 10 years of experience, we understand the importance of staying abreast of content trends to ensure our campaigns remain relevant.

Actually, a Hubspot’s industry study revealed that 71% of marketers witnessed higher quality customers and traffic from influencer marketing channels compared to other sources. This highlights the immense potential of influencer marketing when executed effectively, but, how to assure we are doing it right? When there are so many factors to have in mind?

Users and why they crave educational content 

The first step is to know who are we trying to reach and meet and, as in today, we can all agree that the landscape is focused on Zillennials (the cluster between Millennials and Gen-Z), Gen-Z and Alpha users; all of these are strongly different among each other, although they have something very particular in common: they categorically reject straight advertising. 

The most notable characteristic that these generations show is the need for inclusion, authenticity and transparency; they need a place to belong, with authentic and caring content that resonates with them and is honest with them, otherwise users will reject the content if they sense it’s too one-sided. They know what information they can access and are smart enough to find out and express disappointment if they feel the brand or influencer has lied to them or withheld information.

If we judge based on the most liked and shared content on social media, and the most prominent social media and social platforms as in today, such as Reddit, Discord and TikTok, we can find out a truth: they are information-hungry users – and not only that, they are also fast-paced – which gives us the best combination possibly in terms of content creation: educational content, and matching that with influencers is a success path.

  • TikTok had a total of 78.7 million users in the United States. Around 37.3 million of these users belong to Generation Z.
  • Twitch attracted a staggering 1.35 trillion minutes of worldwide watch time each year on 2022
  • In 2022, Reddit had over 1 billion global user visits, with 69% of users expressing respect for brands present on the platform, and 61% indicating a higher likelihood of trusting brands that actively engage on Reddit.

How to leverage the educational content and new formats?

It has become evident that educational content creators hold a unique position in imparting knowledge, data, resources, expertise, and insights across a myriad of industries. These creators possessed a profound understanding of their subjects, having studied, taught, and immersed themselves in their respective fields.

In today’s digital age, consumers have developed an innate habit of seeking essential information about products and companies before making even the simplest of purchases. According to Forbes, over 82% of shoppers rely on their devices to look up items while standing in a physical store, placing their trust in digital information rather than solely relying on their senses, and it has been so for the past years. Brands that recognize this shift in consumer behavior have better opportunities to improve their visibility and reputation journey.

The solution lies in forging education-based partnerships with influential figures across social media platforms. Unlike traditional campaigns that place products front and center, educational influencer campaigns focus on creating “Aha!” moments. Instead of aggressively pushing for immediate sales, they seek to empower users with valuable insights they wouldn’t have realized otherwise, and that’s all the motivation they will need to go from the meeting to the purchase point, but they need to go by themselves.

And here is where the new formats get in handy, because there are places that are not as saturated as other platforms yet, and brands can find niche communities to connect with. 


Twitch, for example, has an user base of over 8.042MM AU and a significant portion of beauty enthusiasts also being video game enthusiasts (39% playing video games and 22% enjoying esports), offering a unique and less saturated environment for beauty brands to connect with their target audience.

Twitch has caught the attention of beauty brands, including MAC, who have already ventured into this space. This shift in focus from cosmetics companies towards Twitch is a noteworthy development, considering that just over a year ago, a Twitch user named yayayayoung claimed that “The beauty space is pretty much non-existent on Twitch.”

By embracing Twitch and adopting an educational content approach, beauty brands have the opportunity to captivate Twitch’s audience by delivering valuable insights, tutorials, and discussions related to beauty products and techniques through streamers, gamers and other influencers that align with the platform and brand at the same time. This strategic move not only enhances brand visibility but also builds trust among consumers. 

The combination of Twitch’s growing popularity and the educational content approach empowers beauty brands to stand out, connect with their audience, and establish themselves as pioneers in this space. 

The success of educational content

Has we have seen, one of the industries that has been able to produce and leverage educational content as an incentive for users to not only follow them on social media but to actually appreciate and take advantage of their content (which, in terms of KPIs, is determined by using metrics such as saves, shares, views, etc.), is the cosmetics industry.

Brands such as Miravia, whose app has an integrated segment of tips for different types of users, and then leads to products that could match the need or tip they are giving, Eucerin, which has a section of research and explanations on its website, or Skin Generics, which echoes the benefits of its products through influencers who teach how to create a good routine for each person, are an example of how brands don’t need to say, but show that they care about their communities.

Educational content takes on various forms, catering to different levels of complexity and engagement. It could be as simple as a series of quick how-to guides or a short and snappy TikTok tutorial, or as “complicated” as an elaborated new format or feature in the app. Regardless of the format, the primary goal is to provide value to website visitors and potential customers, fostering a positive brand image.

The power of educational content extends beyond acquiring new leads or driving traffic to your website. It serves as a support system, enhancing the user experience and enabling customers to extract maximum value from your products or services. Moreover, it presents an opportunity to build an online community around your brand, fostering meaningful interactions and discussions, and living by the state of “show, don’t tell” as the strategy that is actually making a difference among younger generations.

As of today, educational content has been established as a driving force behind successful campaigns; prioritizing the needs and desires of consumers, rather than solely focusing on product advertising, delivering valuable information, brands establish trust and authenticity among their community and therefore can create a lasting impact and pave the way for organic sales growth.

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