Are Influencers Canceled? A Deep Dive Into Influencer Fatigue
Social media is one of the most popular marketing channels, if not the most. Brands strive to establish a solid online presence due to their increasing popularity. This increases the competition in online marketing. comprar seguidores instagram argentina
Marketers need to be creative in reaching and appealing to their target audience. However, they shouldn’t appear in sales when marketing content. Self-promotional strategies are no longer effective in the digital age of marketing.
Influencer marketing is now a popular strategy in the industry. Influencer marketing is no longer a “nice to have” but a necessity. In 2021, 93% of marketers expected Instagram to be their primary platform for influencer marketing. TikTok and Instagram Stories were close behind.
Influencer marketing: The appeal
Influencer marketing is not a new concept. For brand outreach, marketers used to leverage the mass appeal of celebrities. Influencer marketing is similar to celebrity endorsements. Brands seek celebrity endorsement to help them share their product/service to a broader audience. https://dailydems.com/
The difference is that celebrities endorse the brand’s message. The brand handles the script, production, and distribution. The star is only the face.
In influencer marketing, however, the influencer creates the message. They design the shoot, take the photos and create captions. The influencer’s message is the audience’s. They project authenticity and credibility that appeal to the public.
Influencers are loved for their relatability. Celebrities don’t feel accessible because the public knows everything about their lives and who is behind them. Influencers are seen as people with the same struggles and lives as their audiences.
The market is becoming more saturated as influencer marketing grows. Consumers are bombarded with sponsored posts as they scroll through their social media feeds. Is influencer marketing still an effective strategy, with consumers constantly exposed to a constant stream of branded posts? Are consumers bored with this constant stream of branded posts? Are audiences undergoing influencer fatigue?
What is Influencer Fatigue?
When audiences become tired of the same content from influencers, it is called Influencer Fatigue. People are savvier when it comes to how they consume content. They don’t just absorb everything presented. They can distinguish authenticity from the feeds they follow.
A user might see an influencer post a photo advertising a supplement.Later, after scrolling, they will see another similar post by a different influencer. People are more likely to dismiss identical posts if they see them. Consumers can become tired of seeing identical posts repeatedly, which can lead to them unfollowing the influencer.
The annual Social Media Industry Benchmark Reports by RivalIQ, 2020-2022, will show that the number of influencers posting weekly on Instagram has increased over the past two years.
- In the 2020 report, Instagram influencers averaged 0.56 posts per day (3.922/week).
- In the 2021 report, Instagram influencers averaged 3.6 posts per week.
- In 2022, the average number of Instagram posts by influencers was 4.47 per week.
Although you may see more influencer posts, the audiences aren’t always as engaging with them. The following are the Instagram engagement rates per post, according to reports:
These numbers show that influencer fatigue is a real problem. You should be aware of influencer fatigue as it can impact your marketing strategy and budget. Before making changes, it is essential to understand the root cause.
Why are people switching off on Influencers?
Audiences are no longer passive. They seek out authentic, meaningful content and engage with it. It’s not surprising that audiences feel influencer fatigue from the constant bombardment of sponsored posts on their social media feeds. Let’s take a closer look at why people are tired of following influencers.
People continue to see sponsored posts in their feeds.
If you believe you see more sponsored content on Instagram, your mind is not playing tricks with you. Statista’s survey found a marked increase in brand-sponsored Instagram influencer posts between 2016 and 2020. These numbers increased from 1.26million posts to approximately six million posts by 2020. These were posts with the hashtags #ad and #sponsored, as well as other tags that indicate sponsored content.
Today, sponsored content is not only visible in posts but also in stories. This makes it easier to find sponsored content whenever you open social apps. If you have a lot of brands in your feed, comprar likes instagram argentina you can feel like people are selling to you.
Sponsored content is often repetitive and very similar.
The problem with all the sponsored content is that it can all end up looking the same after some time. Stereotypical influencer content can be more common than you realize if you take the time and observe. You can see the perfectly posed mirror shot advertising a dental product or a beautifully photographed breakfast spread.
47% of consumers are tired of cliched content. The quality of sponsored content decreases as it becomes more frequent. Audiences love influencers because they are authentic. It can be detrimental to consumers if posts are not original and have been pre-written (branded hashtags or product placements, brand mentions).
Influencers can use social causes to gain commercial profit
Some consumers believe brands or influencers are trying to fake their devotion to these causes, whether Pride Month or Black Lives Matter. They will post about the cause and then relate it to the brand.
Social causes posts should spread awareness, not for commercial gain. Social media distrust is heightened by ingenuine posts about social causes. This makes influencers appear inauthentic and strains their relationships with their followers.
How can brands beat Influencer Fatigue?
Brands must always create engaging and genuine content that promotes their product/service. You can make changes now. Influencer marketing is one of the most powerful online marketing tools. Applying best practices to combat influencer fatigue can bring you great results.
Focus on micro-influencers
While major influencers might have millions of followers on Twitter, not all are real. The 2018 Twitter purge proved that fake accounts follow the most prominent social media celebrities and influencers. Katy Perry lost 1.5million followers in the purge, while Taylor Swift lost approximately 2 million.
Bigger doesn’t always mean better. The popularity of influential people can lead to a lot of fake news, making it difficult to determine their actual audience. Although micro-influencers might have a smaller audience, they are more focused, niched, and targeted. Micro-influencers can make a deeper connection with their followers than celebrities and big-name influencers, increasing engagement and conversions.
Allow influencers to have more creative freedom.
Users can now quickly identify fake content. Similar and repetitive content can feel fake, as we mentioned before. Brands that hold mass influencer campaigns follow strict guidelines and can make it easy for the audience to smell inauthenticity as they will see identical posts on their feed.
For example, take the Dior Saddle Bag Relaunch Influencer Campaign. The campaign was well-planned and featured photos of fashion icons with the bag. They all posted photos simultaneously with similar outfits and the same hashtag. Many didn’t use Instagram’s Paid Promotion feature or #ad. If all of your campaign posts look the same, and you bombard your audience constantly with them, it can make your campaign look stale and well-planned.
Marketers need to be hands-off when it comes to influencer marketing. You can guarantee originality by allowing your audience to be creative. It would help if you weren’t too strict with the content, or you will lose the unique voice that attracts followers.
Look for influencers who share similar values.
While authenticity and followers are essential when looking for influencers to follow, choosing someone with similar values to your brand is also essential. Partnering with an environmental advocate is a great way to share your values of sustainability.
Many brands cut ties when an influencer is involved in controversy. This happens because they don’t share the company’s values. Your brand wants the influencer to represent you. Your investment will be wasted if your image is damaged. You must research carefully and make wise choices.
What’s next for Influencer Marketing?
The marketing industry is shifting from being influenced to being content creators. While content creators can influence, not all influencers will be content creators. This is because influencers often post sponsored content for fame and money, while content creators create content to share their knowledge and build their brand.
Although content creators might not be as well-known as influencers in the media, they are more authentic and have better brand relationships. Because the creator and the brand share the same values and care about the content, it is possible to create genuine collaboration by partnering with them.
TikTok, a platform that allows content creators to connect with influencers, is the next central platform. Around one billion Tiktok users were estimated to be present in 2021. Users are encouraged to be more creative, entertaining, and engaging with the app than on Instagram. The content is less polished and feels more natural.
TikTok also boasts the highest number of social media engagements per post. Whether the user is a micro-influencer or a mega-influencer, TikTok’s engagement rate is higher than that of content on Instagram and YouTube. The platform has seen many creators, such as Bella Poarch or Charli D’Amelio. Brands must recognize the potential for influencer marketing’s success and take action.
Creat authentic and creative content
It is almost impossible to scroll through Instagram’s social media feeds without coming across a #sponsored post or an influencer posting a beautifully staged product shot. Because they are repetitive, these types of content and strategies don’t work well anymore.
Genuine content is what consumers want. Marketers must ensure that the content they share with their influencers appeals to users. You can avoid influencer fatigue by following best practices and being ahead of the curve in influencer marketing. This will allow you to continue producing engaging content that converts well.