How many times have you seen a flashy advert online, or followed an influencer who has promised you the world with a product they are showcasing, only to be left feeling like you’ve been overcharged for last seasons bargain basement stock, which ultimately breaks shortly after first use?
Headlines leaking scandals from fake giveaways, scams and get-rich-quick schemes that have been advertised online by influencers and celebrities seem to fill my feed on a weekly basis. As sadly any brand can now pay a well known face whatever figure they demand, in order to be seen using a product that they simply couldn’t care less about, with the only intention to push sales and make profit. So how do we spot this? How do we stop this? And how can we be the change that we wish to see to bring regulation and authenticity to influencer marketing and big brands?
Fortunately, guidelines have become stricter as to the false promises and unrealistic images used in promoting products in the media. No longer are models allowed to wear lash extensions when advertising a mascara for fuller and thicker natural lashes, nor photoshop or face tune pictures promoting clear skin and acne treatments. But in a world consumed by AI, how can we know that what we’re sold is truly what we’re getting, or that it’s even worth buying in the first place? That’s where influencer marketing comes in – real people with real results, simply sharing what they love and recommending it to others.
Whether your aunt loves baking, you sister is into stamp collecting or you dad has an obsession for showing off his golf shoes, everyone and anyone with a social media profile can find themselves in the realm of becoming an influencer if just one post of theirs goes viral and big brands come knocking for collaborations.
Many influencers find online-fame from just that, going about their daily life, sharing their likes and interests and organically recommending products, places and things that they enjoy, until eventually they show up on the radar of a brands marketing department and have the opportunity to be paid to create more content.
But with payment for content, a rise in online status and power, the temptation comes calling to say or do anything that is asked of you from brands in order to make money. And suddenly the person who was in the same year as you at school, who became internet famous for inspiring a nation to get fit during lockdown for running a marathon whilst using a skip rope, is now on an advert promoting a fast-food restaurant to children! Eek, how off-brand!
Brands selfishly chasing profit are just as much to blame here for the mismatch in content with their collaboration choices, when working with influencers that are the polar opposite of their ethos, in the hope of getting views and going viral simply to boost sales. But does this put you off of an influencer for “selling out” or do you continue to enjoy their discount codes and not care who sells something to you? Where is the accountability on either side?
Traackr’s Impact London 24 event left me with such food for thought about the industry as a whole; bringing together influencers, agents, agencies and brands to tell their story and share their marketing strategies from across the board, it helped to diminish the mentality of “them vs us” when it comes to content creations. As it’s previously been a case of “they demand and we must deliver” but the tables are turning.
I loved the takeaway from the Traackr Impact London event, which has given me hope for the future of influencer marketing as a whole; from the accountability of the brands to treating influencers more fairly, to encouraging the authenticity of influencers to not lose themselves or their morals at the lure of a one-off pay check or promise to become famous.
Being in the media since the age of 18yrs, and teetering on my 37th birthday in just a few short weeks time, I’ve seen first hand how the marketing industry has changed over the years, and I’d like to think that it’s for the better – but there is still some way to go, and having conversations, discussions and debates such as these are vital in supporting a healthy and successful union between brands and influencers alike, both today and in the future.
Where brands have always had such high expectations and demands upon content creators: Wear this, say this, smile like this, stand like this, mention this, point at this, dance like this, make us gain followers, make us sell out of all stock etc. many influencer campaigns come across as robotic, heartless and nothing more than an advert on a screen, with viewers scrolling past within the first couple of seconds when you pop up looking like a stepford wife reading from a script and pushing a product into full view. Surely if you follow an influencer you appreciate their personal opinion and experience, what makes them the individual that they are, and not the ability to act or make sales by reading a script?
Naturally, when brands give away free products, pay for influencer campaigns or dedicate a large part of their annual budget to advertising, they want to see a return on their investment. They want to sell as many products as possible to generate profit which they can then reinvest into the business, develop further products and ultimately grow their brand. But the heartless way that many go about it, and the unrealistic demands and expectations that they put onto content creators leaves their target market feeling unconvinced and deflated, and it shows.
Anyone on this earth can be an influencer, make a positive difference and successfully do what they love, which in turn may help others. But authenticity is key here – it should never be just about making money. Yes, making a living is important, and it’s only fair to be paid for your time and expertise in content creation, but you must also to have the freedom and trust to be yourself, to create genuine content that you truly believe in and stand by, rather than speed reading terms and conditions in a voice over on a pretty video clip. Actions such as these are what have led to small children being flooded with adverts for anti-ageing creams and being fearful of getting wrinkles.
Brands therefore need to stop pushing hard sales, and instead listen to the consumer. Focus on what will truly make a difference to peoples lives, listen to what they actually want, what they need and they would like to buy and develop well made, high quality and affordable products upon this. So that when aunt Susie tells you about her new oven gloves keeping her hands safe when baking, and uncle Gary shows you how shiny his classic car is with his new favourite wax and polish kit that he keeps in his garden shed, you’re not twitching an eye looking at them with suspicion over who sent them, how much they’ve been paid to say it, and how much of it is repeated word for word from a script written by an intern in an office.
From hearing from parties from all sides of this debate at Impact London, I feel hopeful and reassured that the marketing industry is finally waking up to a more humane and ethical approach to longterm, healthy and sustainable influencer relationships. To be in it for the long haul, to invest in what is right and let go of what was once a get-rich-quick scheme and disposable, never-ending conveyor belt of statistics over substance. Recalibrating expectations, listening to creators and being more considerate of the target market and audience is vital for the longevity of a brand.
My advice to the consumer? Vote with your feet and your fingertips. Unfollow influencers and content creators who do not align with your ethos and lifestyle, and do not shop from brands who are unsustainable, unethical and only in it for profit. If you truly love a product then leave a nice review for the brand online to show genuine appreciation and your recommendation to other. If an influencer has helped you to discover a product you love, you can leave a kind comment, like or share the helpful content to others.
If we step away from bad practice, in favour of supporting what is fair, in time our social media feed will correct itself and the stats, data and algorithm will only show us content that makes a genuine, positive and worthwhile difference to our day. Let us all become the change that we wish to see with mindful scrolling and ethical engagement.
