Influencer Marketing Decline: Is This the End of Social Media Influencers?
For the past dozen years or so, the advertising industry has been pushing the value and effectiveness of social media influencers hard. There’s been some pretty solid logic backing those recommendations up too. Influencer product pitches and endorsements, everything from unboxing to live demos, have helped businesses in many verticals see significant improvements from brand affinity to sales. But are times changing? Recent data, driven largely by Gen Z and younger millennials, shows new attitudes toward influencer authenticity, dwindling engagement rates, and increases in private micro-communities. In this edition of Plain Talk, we’ll look at what these changes may mean to how you balance the social media plan in your marketing mix and when it still makes sense to work with influencers.
