How can brands avoid being out of touch?
From inauthentic collaborations to lavish, all-expenses-paid trips, influencer marketing has had its fair share of criticism. Yet one trip in particular – a recent Tarte influencer trip which flew 50 beauty influencers and their plus-ones to Dubai for an extravagant three-day trip – has stirred intense debate on social media, facing backlash for being “out-of-touch” amid the current economic crisis. Able to reach millions through influencer collaborations, brands now have a responsibility to ensure their campaigns, collaborations and message is well-timed in the current climate, particularly with data unveiling that families are struggling to afford a basic standard of living, as 53 million Brits face fuel poverty – according to a new report by academics from the University of York.
As the country now heads towards a recession, it seems as though this state of financial gloom will continue to affect consumers at home. With influencers typically associated with leading lifestyles of wealth and luxury, a reality that is now so out of reach for many, how does influencer marketing evolve?
As users, we have outgrown the culture of perfectionism associated with mainstream social media platforms meaning online authenticity is now dramatically reshaping the internet and the way we consume these channels. Further highlighting this, the landmark research by Room Unlocked revealed 64% of Brits say they have lost respect for influencers that are driven by commercial gain, and lack authenticity. Valuing un-filtered posts and real conversation over curated feeds and relatable lifestyles, 37% said they identify more with influencers who post with a social cause at the heart of their content – highlighting the need for brands to engage with content creators, not just for financial gain, but to make a positive difference in society. Consumers also want to see themselves reflected in those brands choose to collaborate with, as 25% of Brits say they only follow influencers who share the same beliefs and values as them.
Room Unlocked is a value exchange marketplace in which brands swap products or experiences for exposure from influential people. The platform is a space where brands and their influencer advocates exchange passion, not money. Brands offer their products and experiences to advocates – not influencers. In return, these people create engaging brand content that resonates with their audience, as opposed to the previous norm of disingenuous content. Today brands are having to buy influence, and influencers are having to sell themselves. This exchange is creating an unrewarding experience for both parties, which is neither truthful nor trustworthy.
Alex Payne CEO and co-founder of Room Unlocked, comments:
“Influencers are earning less because brands are being more cautious with their spend, ensuring they connect with the right creators who align with their values and also those of their customers. Influencers who are going to survive and thrive in the current climate are those that have a social cause or genuine passion at the heart of their voice and the content they create, rather than just posting things that they’ve been paid to advertise. Authenticity has quite rightly become king amidst an industry that has been awash with disingenuous content throughout the years and this is becoming increasingly easier to spot.
“Another crucial trend that’s causing influencers to report a reduction in earnings is the simple fact that there are far more of them now. There’s been a wave of people leaving their jobs to chase this career path meaning there’s more competition by way of choice and as such, brands can pay less. Room Unlocked passionately believes that relationships between brands and influencers can be built on love, not money and provide an alternative to traditional, paid routes for content creation. We provide a platform for people to connect and create mutually beneficial and lasting relationships regardless of the current climate.”
