Discussions and Conclusions

What have we learned? How does this apply?

Consumers, especially younger Gen Z, are losing trust in paid Influencers and are looking instead to more authentic experiences. Through our research, one can see that Influencers still hold sway over the target audience, as they are still able to control their narrative of authenticity, and can still be seen as an authentic member of the online community despite sponsorship. Yet there is a growing movement for even more authenticity to be found in organic grassroots communities, where peers are sharing content and reviews about products that they actually use and love.

“Influencer relatability is twice as important as popularity when it comes to product endorsements”. This implies that not every Influencer is necessarily influential but that anyone can become someone else’s trusted Influencer."

It is the consumer equivalent of a “sub-niche”. Within both the research and the survey findings, many of the users were already wary of potential scams and fraud within the Influencer circles, and the belief that Influencers have devolved into cronyism. Why have consumers become disillusioned with Influencers?

Where's the shift?

After the peak of Influencer culture, the market became saturated and “solved”, with many buying bots and fake followers and click farms in order to become sponsored. No longer are all Influencers products of authentic passion and community engagement, but rather many enter the arena with the sole purpose of financial recompense. Younger generations are seeking small, tight-knit communities they’re part of for information and product exploration. These groups allow them to engage with one another and with the brands they enjoy. The platform for which these interactions are also shifting to less viral platforms like email, text, twitch, discord, and tik tok. Community Influencers in those arenas are typically self-taught prosumers themselves. I believe that the day of influential shoutouts are coming to a slow close. Influencers must reposition themselves as creators and authentic producers of content in the future. Membership within these niche or curated groups are not just transactional or financial, but truly embrace the online social community built around shared interests.

Show us how its done!

Below is an excerpt from Forbes that highlights two corporations who are following the trend and incorporating community building in their social marketing campaigns.

“Peloton’s community now includes more than 1 million members, who not only interact with their peers on a screen as they work out, but also through the brand’s social media channels—where they can segment themselves into even more niche communities based on their interests, occupations or other hobbies. The brand leverages its community members’ individual fitness stories to drive deeper engagement in an authentic way, creating original content highlighting peoples’ achievements. Peloton also encourages community members to engage closely with their fitness instructors, many of whom create and share their own original content across social media in order to inspire their students. These kinds of community-building efforts strengthen the brand’s connection with its fans in a very personal way that encourages long-term loyalty.

Cheetos is another brand that’s getting it right by leveraging its fans’ content on Instagram and through other platforms. Interestingly, Cheetos has really tapped into the beauty community—which wouldn’t seem like the most logical fit for the brand—by encouraging bloggers and makeup artists to post Cheetos-inspired nail, makeup and hair looks on Instagram. The brand also collaborated with fans during New York Fashion Week in September to share and elevate their Cheetos-inspired outfits. The brand even curates fans’ photos of meals they’ve made that creatively incorporate Cheetos, adding its own caption and tagging the person on Instagram. These are all great, creative and fun ways to build the Cheetos brand community.”

Some things people had to say about the impact of influencers:

"They influence some of my shopping, but it’s things that I would’ve purchased anyway"

"body positivity and attempt for a more aesthetic life"

"connect more with the poor and be more racially diverse and with how I spend my time."

"It changed the type of pictures I post."

"I've purchased things and had more curiosity about certain products...like The Rock's Tequila Teremana."

"Gives me motivation to work hard!!"

"Occasional inspiration whether it be food, decor, makeup, or fashion and increased interest in certain brands"

"I find myself using many of their strategies to better myself both mentally and financially."

"Not really — maybe with recommendations for food I eat perhaps."

"My ads will be more personalized sometimes, and sometimes I'll send the photos or posts to a friend who I think would be interested"

"More positive in terms of living a healthier lifestyle, mentally and physically yes, whether it be fitness, or keeping the mind healthy and showing how they are on track with their goals."

"shape some of the ways I view products"

"Some make me simp"

"I would notice they influence me during times that I’m either questioning about something or simply have something in mind, and it reminds me of what the influencers share their thoughts about those topics."

"Inspire my personal style"

"I don’t think they effect my day to day life much."

"Makes me want to buy more things"

"Daily content of quotes or travel photos"

"Occasional dissatisfaction in comparing my home to theirs"

"I could care less about them in my day-to-day life."

"The influencers I watch now are more about living a positive life and about fashion."

"make me want to stay up to date with fashion"

"Sprite is a soda I subconsciously drink. I realized one day that I follow all the celebrities that endorse or have endorsed this product."

"I've started only using cruelty free makeup, I can look around my room and find several things I was influenced into buying for my lifestyle"

"They make me see what everyday products i have that I can change to zero waste products i would enjoy things that they enjoy"

"I tend to follow English speaking influencers and let it influence my use of language."

"I try to incorporate some of their routines into my day"