Best Influencer Content Formats: Ideas Ruling Our Feeds Right Now

Tutorials, POVs, day-in-the-life, reviews, GRWMs, skits, challenge-style videos, the list goes on (and on). We’ve all stumbled down a rabbit hole watching a stranger organise their fridge, or have gotten stuck laughing at chaotic fail videos.

Social media has officially evolved past the era of the perfectly curated aesthetic. 

So, if you’re a brand looking to maximise your influencer marketing budget, it might be good to figure out the influencer content types that work, and actually deliver the best results. 

As an influencer marketing and UGC agency that’s been around the block for a few years now, Sticki has pretty much covered it all. 

In this piece, we break down the psychology behind different formats – to help you decide which style reigns supreme for your content strategy in particular.

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What influencer content types work best? 

This typically comes down to the influencer themself and what content is most authentic to them. While it’s important to have a clear brief with brand guidelines and dos and don’ts, we always recommend leaning on influencers for their creative input.

At the stage of creator sourcing, the goal is to find the perfect brand and creator fit.

Once you do, odds are, the creators you’ve partnered with will have an established content style, niche or format that already works best for them – and resonates with their audience best. It’ll be native to their feed and the platform itself (whether TikTok or Instagram), and you might not even need to think too hard about ideating all-new content types. 

It’s often the completely left of field content idea that performs best, so always be willing to take risks – calculated ones that take brand safety into consideration though!

This is a non-exhaustive list (otherwise we’d be here all day), but some popular influencer formats include: 

• Day-in-the-life (DITL)
  
  • The ultimate "fly on the wall" experience where influencers document their day from morning to night. Rather than a curated highlight reel, this format thrives on micro-moments of a standard day. High viewer retention because audiences stay hooked throughout, and it’s a fairly easy watch.
    
    
• De-influencing / “anti-hauls"
  
  • Influencers honestly review hyped products and tell their followers what not to spend money on. This content works well as it builds trust. When an influencer saves an audience member $50 by exposing an over-hyped product, their credibility skyrockets. When they do actually recommend something later, their conversion rate is incredibly high.
    
    
• GRWM (Get Ready With Me)
  
  • Multi-tasking content at its finest. In a GRWM, an influencer films their skincare, makeup, or outfit routine while talking directly to the camera. It tricks the viewer's brain into feeling like they are hanging out with a friend on FaceTime before a work day or a night out, and any marketing message you’re trying to get across? Can be seamlessly integrated into conversational content like this. 
    
    
• Restocks & ASMR
  
  • Think of those incredibly satisfying, whisper-quiet videos of creators filling containers with ice cubes, organising colour-coded pantries, or unboxing tech. This format relies entirely on sensory satisfaction. It is highly hypnotic and drives massive watch-time metrics.
    
    
• Micro-tutorials
  
  • High-value information packed into a 60-second, fast-paced video, covering anything from quick recipes to Excel hacks. They provide immediate, actionable value. Viewers hit “save" instantly so they can reference the video later – which is a major positive signal for social media algorithms.
    
    
• Reset routines
  
  • Captivating videos showing influencers cleaning, meal prepping, and refreshing their spaces for the week ahead. This format works by romanticising mundane, everyday chores, and acts as digital comfort food
    
    

• The episodic series
  
  • Structuring content into recurring episodes (e.g."Day 14 of trying to launch a brand while working a corporate job") gives viewers a narrative arc to invest in. They keep coming back because they want to see how the story ends, and it functions under the same principles as good ‘ol reality TV.

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Does day in the life influencer content for brands still work? 

Where it makes sense, there will always be a place for DITL content because it still effectively stops the scroll to this day. 

DITLs help build deep, long-term parasocial trust by pulling back the curtain on daily routines and gives audiences a glimpse into an influencer’s life. But, a caveat is that ultra-polished DITL videos are out because audiences are experiencing severe "aesthetic fatigue" 

Instead, raw and relatable "chaos" is in. 

If you’re keen to delve into the world of influencer marketing, we’re always up for a chat. Get in touch with us here. Interested in learning about all our other services? Head here.