{"id":8680,"date":"2025-06-12T01:02:27","date_gmt":"2025-06-12T05:02:27","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/12\/scroll-fatigue-is-real-tastemakers-return-with-the-cure\/"},"modified":"2025-06-12T07:32:23","modified_gmt":"2025-06-12T11:32:23","slug":"scroll-fatigue-is-real-tastemakers-return-with-the-cure","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/scroll-fatigue-is-real-tastemakers-return-with-the-cure\/8680\/","title":{"rendered":"Scroll Fatigue Is Real. \u2018Tastemakers\u2019 Return With the Cure"},"content":{"rendered":"

For brands, tastemakers offer a chance to show up more meaningfully, and more memorably, says Stephen Maycock, Associate Influence Director, Born Social<\/em><\/h1>\n

When Unilever<\/a> announced it had multiplied its investment in influencer marketing by twentyfold, it sent a clear signal: influence isn\u2019t an emerging part of the marketing mix anymore – creators are at the core of brand-building campaigns, and we need to treat them as such. Combine this headline investment with Cannes Lions<\/a> and D&AD<\/a> Awards, introducing dedicated Creator categories, you feel the advertising sector sitting up straight and paying attention.<\/p>\n\n\n\n\n\n

Looking inwards at influencer marketing, something curious has happened: marketers are under growing pressure to deliver work that not only performs in the short term but also earns cultural relevance, and they\u2019ve fallen short on the latter, succumbing to a quick win strategy, chasing high view count and churning out content shaped more by the algorithm<\/a> than by originality. The result? A sea of sameness – what Beth Bentley aptly describes as the \u201cmeh-ification<\/a>\u201d of culture (meaning that everything is a derivative of something else).<\/p>\n\n\n\n\n\n\n\n

Audiences are taking note and rejecting dated, formulaic creator content, actively seeking something different: subjective taste, personality, and a clear point of view. It\u2019s here, in the creator-first approach, that awards bodies are recognising creativity, putting originality and resonance ahead of performance metrics alone. So it\u2019s time to look differently at who we partner with, and why.<\/p>\n\n\n\n\n\n\n\n

Re-enter the tastemaker. A word once diluted to PR shorthand for \u2018not quite a celebrity, but a person of interest\u2019. However, in 2025, Tastemakers are back and developing a fresh perspective on curating cool. Tastemakers aren\u2019t traditional influencers shouting into the void. They\u2019re the new editors of culture – curators rather than broadcasters, writers, artists and creators who\u2019ve built communities around authentic viewpoints and distinct perspectives, not just content volume. Tastemakers have self-confidence and assurance that doing their own thing will help the right audience find them, rather than playing to high-performing formats that win in short-term likes but blur into the mix of the masses.<\/p>\n\n\n\n\n\n\n\n

Tastemaker Raven B Varona recently collaborated with Hyperice fitness equipment;<\/a> beyond being a recognisable face, Raven co-directed the campaign, had creative stake and delivered on more than product promotion- she developed the Brand. Or GANT\u2019s recent collaboration with menswear expert Edgy Albert,<\/a> which leaned into his curatorial credibility to drive a reinvention of the brand\u2019s American heritage and tailoring credentials. Food supplier DELLI leans on tastemakers<\/a> to curate menu items, dinner inspiration and product wishlists, moving beyond social into OOH and digital experiences.<\/p>\n\n\n\n\n\n\n\n

This new wave of tastemaker influence isn\u2019t playing out solely on the familiar social platforms. Tastemakers are thriving in less over-saturated spaces: Substack newsletters, community-led podcasts, Discord groups, digital zines and the Step app. These aren\u2019t just alternative channels – they\u2019re where real attention lives.<\/p>\n\n\n\n\n\n\n\n

For brands, the growth of these emerging spaces offers a chance to show up more meaningfully and more memorably. A feature in a tastemaker\u2019s newsletter, or a co-designed product drop shared with a loyal Discord community, drives deeper brand connection than the most viral of Reels because tastemaking is about curation, not mass amplification.<\/p>\n\n\n\n\n\n\n\n

To make this work, the distribution of content and deliverables needs rethinking. To complement a tried and true asset list, brands need to be more considered. Tastemakers should be empowered to create on their own terms and share work where their communities naturally gather. That might mean a slower burn, but it builds something stronger: relevance, not just reach.<\/p>\n\n\n\n\n\n\n\n

As a result, the role of influence has evolved. We\u2019re witnessing a shift from product promotion to brand building, where influencers co-create consumer touchpoints like podcasts, products or curated edits around personal taste. Influence is no longer the underdog in marketing. It\u2019s the fastest-growing function in many teams. It\u2019s winning awards. It\u2019s unlocking commercial value. But if we want to keep pace with culture, we as the marketers holding the keys to the strategy need to evolve our approach. That means writing better briefs, thinking more editorially, and embracing taste over templates.<\/p>\n\n\n\n\n\n\n\n

So if your current creator strategy still hinges on the loudest voice or the biggest audience, it might be time to turn the page. Because the tastemakers are back. And they\u2019re already shaping what\u2019s next.<\/p>\n","protected":false},"excerpt":{"rendered":"

So if your current creator strategy still hinges on the loudest voice or the biggest audience, it might be time to turn the page. Because the tastemakers are back. And they\u2019re already shaping what\u2019s next.<\/p>\n","protected":false},"author":7,"featured_media":8681,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[2],"class_list":["post-8680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-editorial"],"acf":[],"yoast_head":"\nScroll Fatigue Is Real. \u2018Tastemakers\u2019 Return With the Cure | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/scroll-fatigue-is-real-tastemakers-return-with-the-cure\/8680\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Scroll Fatigue Is Real. \u2018Tastemakers\u2019 Return With the Cure\" \/>\n<meta property=\"og:description\" content=\"So if your current creator strategy still hinges on the loudest voice or the biggest audience, it might be time to turn the page. 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