Are we under, or over the influence?

A deep dive into the shifting content creator landscape...

?Influencers, or content creators, are individuals that produce material to be consumed by specific audiences on digital platforms. Once seen as personable bridges between brands and consumers, their content is now being placed under high scrutiny due to increased consumer appetite for authenticity. Could 2023 be the beginning of the end of influencer marketing as we know it?

From moisturisers to vacuum cleaners, to package holidays, it’s difficult to find a product or service that hasn’t been endorsed by social media influencers in some form. This type of marketing first surfaced in the early 2000s and peaked in the 2010s before shortly becoming the widely adopted promotional strategy it is today.?Adidas were among the first companies to achieve notable success through influencer activity. With the majority of their consumers aged under 35, partnering with creators boasting large millennial followings granted them easy access to untapped audiences, whilst adding a human layer to their brand identities through affiliation with popular, trustworthy individuals.

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Traditionally, one of the most successful elements of influencer-produced content is thought to be its ability to be simultaneously aspirational and relatable. For example, in the fashion industry, influencers bring a down-to-earth appeal to clothing that would otherwise feel out-of-reach to consumers who may be intimidated by glossy editorial imagery and therefore more likely to purchase a garment after seeing it worn in everyday scenarios by their favourite influencers, instead of on models. Another unrivalled aspect of content creators is their ability to validate brands, which is something that is difficult to achieve via other forms of marketing. According to a study by HubSpot, 33% of Gen Z consumers have made a purchase based on a recommendation from an influencer they follow.

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Despite influencer marketing’s success and popularity in previous years, we are noticing a shift in its trajectory as more brands begin to rethink the ways in which they partner with creators to promote their products and services.?A recent Forbes study which noted a consistent downward trend in conversion rates since 2020 demonstrates a shift in the cultural zeitgeist from overconsumption to mindful purchasing. This can be attributed to various factors, such as the cost-of-living crisis and sustainability concerns, as well as a desire for authentic expression and content steeped in expertise. As a result, brands are beginning to reject typical product-pedalling and lean into evolved forms of influencer marketing, such as ‘gen-fluencing’, ‘de-influencing’ and UGC in order to stay relevant to their audiences.

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Gen-Fluencing

‘Genfluencers’ refer to creators that are experts in fields relevant to the products and services they are paid to promote.?Their popularity stems from increased viewer scepticism which sparked a breakdown in trust between brand and consumer. This is evident from nutrition labels like Huel facing repeated criticism for affiliation with creators that lack relevant acumen to give their audiences dietary advice.

Associations with ‘genfluencers’ as opposed to influencers with little industry knowledge whose opinions or views may be deemed unregulated helps brands to strengthen relationships with consumers and promote authenticity by giving themselves a credible voice. A common example of this is skincare labels such as CeraVe choosing to partner with dermatologists as opposed to beauty influencers.

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De-Influencing

Social media users are welcoming the rise of ‘de-influencing’ - a hashtag that's acquired over 300 million views on TikTok.?This trend sees individuals project a ‘don’t buy that’ narrative, encouraging conversations about mindless consumerism and driving viewers to make conscious purchases. Brands are tapping into this movement by flipping ‘don’t buy/do that’ into ‘buy/do this instead’ using growing interest in anti-fad products to promote goods with longer lifespans. Estrid, a sustainable razor company, is a perfect example of this, as their marketing is centred around encouraging women to embrace body hair as opposed to removing it with disposable razors.

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UGC Creators

?Many brands are now opting to partner with UGC creators instead of influencers. These creators produce ‘influencer style’ content, promoting products or services to be used exclusively on brand’s channels. When working with these individuals, brands only pay for deliverables, and not access to their audiences. Therefore, UGC outputs not only tend to be lower cost than influencer outputs, but they are often more tailored to the style of the brand as opposed to influencer content, as well as coming across more authentic, since the posts aren’t immediately recognisable as being sponsored. The adoption of UGC by major brands - Uniqlo, Spotify and Adobe, to name a few – has prompted many influencers to include this option in their service packages, in order to remain appealing to businesses that have slimmed down their marketing budgets due to current economic challenges but still seek original content for their digital channels.

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Whilst the act of ‘influencing’ isn’t going anywhere, the notable switch from impulsive to insightful purchasing is prompting a very different approach from brands and creators. Over the course of the next couple of years, we can expect to see brands become incredibly selective with the individuals they partner with as they move towards a ‘substance over style’ strategy. We will also likely notice an uptick in brands opting for a ‘buy less buy better’ narrative which will see them working with content creators to help leverage their ethos rather than push product. As a result, influencers will need to establish clear niches and build audiences around these specifically as opposed to relying on their personal brands to continue securing partnerships.