It's safe to say that it's been a strange year.

A recession, cost of living crisis, and...well, you get the picture. But we're not here to talk about that. We're here to talk about the exciting new video 'trend' for 2023, and that's the 'relatable influencer'. 

This week's newsletter has been inspired by Julius Dein. 

He recently joined LinkedIn to share his insights, knowledge, and expertise. We saw this post, and we wanted to expand:

That's a photo of GK Barry, a 'relatable influencer' that has grown from 100,000 followers to over 2.8 million over the last year. Definitely a content creator to keep your eyes on. 

In Juluis' words, "People want to see 'aspirational influencers' less and less...". And we completely agree. We think it's because of the following reasons:

• Aspirational influencers live a polished, unrelatable lifestyle.

• Relatable influencers are real and can connect with their audience on a deeper level.

• The everyday consumer wants to know the truth, not fabricated stories.

• Consistency over quality will win long-term for community growth.

• Relatable influencers can make content faster than ever before, using their phones as an 'always on' insight into their lives and scenarios.

The times are shifting, and they're shifting fast... 

How will you become the next relatable brand or influencer in 2023? Here are our predictions, top tips, and advice for the new year to make you stand out.

#1: Consistency over quality.

It hurts our hearts to say this (because we're a video production agency), but it's true. Whilst there is a place, and the demand is huge for big brand videos, well-produced YouTube series, and great content, platforms like TikTok are changing consumer behaviour and that means we all need to adapt.

Millennials that once sat down to watch 30+ minute videos now struggle to stay engaged on videos longer than a single minute. That means that retention is harder to keep hold of, and the only way to combat it is to make more, more, more. The more you're online with fresh-feeling videos, regardless of whether they're only 15 seconds long, the higher your chance of building a fast following, just look at the Sidemen and the amount of YouTube Shorts they post daily!

Of course, quality comes in handy when you're talking about reputation, but that's for another episode of Glitched. 

#2: Honesty is key.

We've all watched videos of influencers unboxing exclusive products in their million-pound mansions and seeming to 'win' more than the average person. But how much of that is actually true?

Turns out, not much.

Well-known influencers, and we won't name names, have been caught scamming, falsely representing, and outright lying in the pursuit of fame, and the general consumer has had enough. That's why honesty and transparency should be at the top of your list when creating any marketing material, videos, and social media content in 2023. 

That might be a vlog, an update, or a genuine heart-to-heart post. Either way, be your authentic self, and don't fake it until you make it - you'll get caught out pretty quickly.

 Take some advice from YouTube star, PewDiePie. One of the top five biggest YouTube channels in the world. He makes gaming videos and has done them for years, but now he makes vlogs about his life, family, and day-to-day happenings - a truly honest, open, and authentic creator, and his ethos around creating content has contributed to his global success as a 'relatable influencer'. 

#3: User-Generated Content (UGC)

UGC content is in the 'hype' stage right now. Everybody is talking about it, and many brands are starting to integrate it into their brand marketing strategy. Raw, unfiltered mobile phone videos will be all the rage in 2023, at least that's what we predict. We think this for a few reasons:

• #1: More businesses will hire internal video creators to support quick, raw videos that need to be filmed, edited, and posted at record speeds.

• #2: Platforms want you to use Portrait video. IGTV, TikTok, Reels and Shorts - they're all portrait. It's much more convenient to grab your phone, press record and upload, as opposed to awkwardly holding professional equipment the way it wasn't designed to be used.

• #3: It's faster to use a phone. Professional videos, even though they're essential and well worth investing in for a brand or business, aren't a five-minute job, and often take multiple days or weeks to complete.

If you're not concerned about the quality, which we say lightly as you can have some very good-looking mobile phone videos, then a quick iPhone video works wonders for keeping you front of mind online. Again, take a look at what GK Barry is doing ⤵

#4: Authenticity is king. 

'Authenticity' has been a bit of a buzzword over the last few years, but it couldn't be more relevant right now. Authentic stories, journeys, and moments are a community-building goldmine in establishing a deep connection with your audience. 

Through our experience of creating well over 1,000+ videos over the last few years, we've always found viewers connect more to a post surrounding a struggle than they do an achievement. Perhaps it's down to the fact that people create social 'tribes' that support one another, or maybe it's just because we all like following the hard work and journey of others - either way, people connect with stories rather than success. 

Jack, the Founder of our agency, often talks about the struggles he faces and the truth about running a business - something we all find inspiring and refreshing to hear. 

2023 may seem like a competitive year for content creators, but we feel there's still a huge opportunity to build a bigger, highly engaged audience. The key is to become a 'relatable influencer' and not another inauthentic creator who only shares the big wins, exciting news, and exciting moments. 

Consumers want to know the truth, they want to know the real you, and that comes with sharing the highs and the lows of the journey you're on. Whether you're a business owner, aspiring influence, or part of the team within a big brand - show your truth. 

Don't Forget About ⤵

• Our brand new video training course is up and running, and you can get your hands on it right here! Use the code 'GLITCHED20' for 20% off, just because you're subscribed to the newsletter.

• Check out Jack and the V21 team on LinkedIn, where we all post weekly videos and fresh content.

• Glitched won't be running over Christmas, so we'll be back in the new year with some exciting new content for you to sink your teeth into.