ARE INFLUENCERS LOSING THEIR INFLUENCE ?
Over the past few years, major brands have been partnering with celebrity influencers as part of their marketing strategy. Result ? Thousands of influencers have sprouted everywhere, hoping to turn their visibility into cash. However, recent studies have shown that only around 3% of consumers are influenced by influencers when purchasing a specific product… Does this mean influencers can’t influence anymore?
WHAT IS DRIVING THIS CHANGE ?
It is a trending fact, many brands and people are switching off on influencers. And it seems that the main reason is a drastic shift in the way consumer interact with brands. They are looking for authentic engagement, and they do not hesitate to engage with each other or with brands, and even create “tribes”, based on common values and interests. Indeed, increasingly, social media are becoming a dumping ground for sponsored posts and advertising, and users are starting to get a sense that all those posts lack authenticity. In short, people are sick of picture-perfect celebrities and influencers posing with teeth-whitening kits, branded clothes and makeup, or even diet food… Without mentioning the many cases of influencers with follower bases estimated to be up to 70% fake…
WHAT IS IT THAT WE WANT ?
Real, unstaged content ! People that we can engage with ! And that is even more true with younger generations who are becoming allergic to sponsored content. They want to identify with what they give their attention to. They want real feedback. Not some cliché, repetitive content. That will only drive them away. Enough with the yoga pose on a beach with a sunrise/sunset. Enough with the beautiful shots of an avocado toast. Enough with the too-perfect gym selfie ! 47% of consumers report feeling frustrated by such cliché content
HELLO, NEW GENERATION OF INFLUENCERS !
As social media users are looking for more real content, a new generation of influencers is emerging: real content creators who are willing to engage their audience in unique ways, not afraid of just being themselves. The products they talk about? Those that they would use in their personal life or that they have been using.
THINKING SMALL… QUITE A CHALLENGE FOR BRANDS
This rising disillusionment with influencers in general is giving brands a massive headache, and today’s challenge is about how they will re-think their marketing strategies. Already, some have voiced that the way around it is to take the opposite approach and look for smaller, meaningful communities and audiences, instead of looking for bigger crowds. Trying to reach everyone might be the biggest strategic mistake. How about choosing smaller audiences and delight them to the extent that they will tell others about your product ? They have a legitimate voice.
At the end of the day, no one can sell it all. Not even Kim K ! So maybe it is time for brands to take the time to understand who their tribe is, and think how to genuinely communicate with them.