Krawowski said that certain forms of content are trending because they can feel personal and authentic, noting the enduring popularity of the “get ready with me” style of video.

Other marketers echoed the growing importance of authenticity and microinfluencer partnerships. Corey Smock, VP of business development at creator marketing agency Cycle, said microinfluencers “are generally open to longer-term partnerships” and as a result, can often deliver more content than a larger influencer would potentially provide to a brand.

Making influencers feel valued is also of tantamount importance in building longer-term partnerships between influencers and brands, according to Smock.

“This space can get really transactional,” he said. “There’s 15,000 influencer agencies out there, and tools, and a lot of these automated solutions. If you engage in this way, you end up not really even developing real relationships with talent. It’s all superficial; it’s all email correspondence…There’s a human element here that is increasingly lost.”