WHALAR PRESENTS
THE TOP 10 TRENDS
OF THE LAST 10 YEARS AND WHAT TO EXPECT
IN 2021
We’ve all seen the power of influencers during the pandemic. Since the very start, they've been called upon to help drive activism, educate, and most often, they've provided the well-needed human voice within a brand message.

As we close the door on 2020, we see a movement gathering pace and transforming the ‘value’ of Influencer Marketing. 

Welcome to 2021, The Year of Consciousness
 
For this year's trend report, we were inspired by the 10th Anniversary of Instagram and asked ourselves, our industry peers and influencers from our roster:
What lessons can be learned from looking back at the last 10 years and how can these lessons be applied today?

We’ve unpacked each year to understand the meaningful moments that defined our industry and reflect upon the value they still have today. And, with hope and anticipation, we now turn our gaze to 2021, where we see an industry of creators using technology, creativity and influence to democratize content and join us in Liberating the Creative Voice.

The Whalar Creative Team
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2010
THE YEAR OF THE YOUTUBER
Personality Goes a Long Way
The early days of YouTube and what still applies to working with talent today:
Victoria Bacchan
Managing Director of Whalar Stars
@paigearminta
Whalar Star
Yasmin Coutinho
Whalar Stars Talent Coordinator
2011
THE YEAR OF THE HAUL
The Changing Face of Beauty
The beauty industry was revolutionised by influencers, what does success look like now?
Shannon Parker
Whalar Associate Director, North America, Shannon Parker 
2012
THE YEAR OF INNOVATION
Every Second Counts
Ephemeral content changed the game, how did this shift shape creativity and effectiveness:
James Street
Co-Founder of Whalar
Sahid Rahman
Head of Amplification
2013
THE YEAR OF CONTENT
A Brave New World
A seismic disruption in human viewing behaviour has led us to today's content creators:
Jo Cronk
Whalar Managing Director of North America
@devanondeck
Whalar Star
David White
Whalar Stars Talent Manager
2014
THE YEAR OF STREAMING
Stream Big
Streaming has never been bigger, but what do brands need to know about this format in the future:
Andrew Kamphey
Influence Weekly
Lindsay Fultz
Whalar SVP of Partnerships, North America
2015
THE YEAR OF THE VINER
6 Seconds of Fame
Why did Vine make such a lasting impact on culture and how can brands build genuine relationships with today's creators
Karyn Spencer
Whalar SVP of Partnerships, North America
@escapingyouth
Whalar Star
Rick Bhatia
Whalar Stars Talent Manager
2016
THE YEAR OF STORIES
Once Upon a Time
Instagram Stories has provided a powerful creative canvas for creators and brands:
Niko Croskery
Whalar Head of Product + Innovation
Emily Sharp
‍‍
Whalar Head of Video + Influencer
2017
THE YEAR OF THE FESTIVAL
Lighting a Fyre
Building an influencer business based on trust, accountability and effectiveness:
Neil Waller
Co-Founder of Whalar
Miranda Harle
Senior Client Manager, EMEA 
2018
THE YEAR OF ESCAPISM
Escape from Reality
From filters to virtual influencers, staying on-trend is crucial to success in the world of AR + VR:
Regina Harris
Whalar Client Services Executive
Ariele Calderon
Whalar Campaign Manager + Influencer
2019
THE YEAR OF TIKTOK
Having Fun just got Serious
Finding success on TikTok can be exhilarating. Yet learning how to succeed on the platform is a constant process of learning and growing:
Karen Lew
Whalar Associate Strategy Director
2020
THE YEAR OF THE PANDEMIC
Generation Sound-On
Influencers and creators have been at the forefront of the evolution in music on social media:
Emma Harman
Managing Director of Whalar, EMEA
Lauren Hancock
Whalar Stars Talent Manager
@thewilkingssisters
‍‍
Whalar Stars
2021
THE YEAR OF CONSCIOUSNESS
The Power of Influence
32% increase in Instagram usage

53% increase in Facebook usage

3x increase in viewership on IGTV

2x increase in viewership on Facebook Live

33% live-streaming for first time
During the pandemic, influencers and creators have offered a blueprint for successful communication
Ian Forrester,
Whalar VP of Research and Insights
Ramzy Masri
Whalar Star Creator / Digital Artist
Julien Wettstein
TikTok Head of Creator Solutions, Europe
Lee Ann Antuna,
Twitter Arthouse Inclusion Manager, Global
Nichelle Sanders
AFROPUNK Marketing Executive, North America
By analysing the best performing content from Influencers on the Whalar platform, we were able to see three clear winning trends that are driving engagement and growth

Inclusion, Creativity and Influence For Good
Access report