Is the Influencer Era Over?
Sort of.
The rise of influencer marketing has been nothing short of meteoric. According to Sprout Social, the influencer marketing industry (currently valued at $36 billion AUD), has had a profound global impact, with 49% of consumers making regular purchases influenced by posts and 30% showing increased trust in influencers compared to just six months ago. However, as with all things in the digital realm, change is the only constant. Today, we are seeing a subtle yet profound shift in how audiences engage with content, signalling the dawn of (yet another) new era.
The Declining Appeal of Traditional Influencers
While influencer marketing is still a powerful tool, its appeal is slowly but surely beginning to wane. The reason? Authenticity. Over time, audiences have grown more discerning and can now easily spot when an influencer’s endorsement lacks genuine enthusiasm or authenticity (we’ve all cringed over at least one influencer in the past week, right?). The once polished, picture-perfect world of influencers now often feels too staged, leading to scepticism and reduced engagement.
The Shift Towards Authentic Content
But it’s not all bad news. This shift in audience sentiment has paved the way for more authentic forms of content. But what classifies as ‘authentic’ in today’s world? Well, people now crave real, relatable stories that resonate with their everyday experiences. This is where creator content, employee-generated content, and user-generated content (UGC) come into play. Unlike traditional influencer content, these forms of content are perceived as more genuine and trustworthy, striking a chord with audiences on a deeper level. Let us explain…
The Power of Creator Content
Creator content is produced by everyday people who are passionate about their craft, whether it’s photography, videography or any other creative field. These creators focus on producing high-quality, engaging content that reflects their unique voice and perspective. As a brand, the focus is on the quality of the content rather than the size of the creator’s following, and it is generally used on owned pages rather than posted by the creator themselves. This type of authentic content not only captures the attention of audiences (both organically and with strategically paid amplification) but also builds a loyal community of followers who trust the creator’s recommendations AND the brand – it’s a win-win!
Employee-Generated Content
But it’s not all bad news. This shift in audience sentiment has paved the way for more authentic forms of content. But what classifies as ‘authentic’ in today’s world? Well, people now crave real, relatable stories that resonate with their everyday experiences. This is where creator content, employee-generated content, and user-generated content (UGC) come into play. Unlike traditional influencer content, these forms of content are perceived as more genuine and trustworthy, striking a chord with audiences on a deeper level. Let us explain…
User-Generated Content (UGC)
UGC is content created by the customers themselves. It includes reviews, testimonials, photos, videos, and social media posts showcasing their genuine product or service experiences. UGC is incredibly influential because it comes from real users, offering honest and unbiased opinions. Brands that leverage UGC not only benefit from increased trust and engagement but also from a continuous stream of fresh, relevant content. Encouraging your customers to share posts of themselves reviewing, using, or receiving your product will ensure you always have a steady stream of content to choose from. You can further incentivise this by offering chances to be featured on your page or even by offering a prize draw entry for tagging your business – whatever aligns with your company!
Is there still a place for influencers?
As organic reach continues to decline, the audience’s influencers have spent years building may become less relevant from a reach perspective, but we’d argue that yes, there absolutely is still a place for traditional influencer marketing in the creator landscape.
With the correct brand alignment, influencer collaborations still have the power to increase your brand awareness and authority and influence your customer’s decision-making. Especially when used as part of a multi-channel creator campaign approach.
In the end, it’s true that the era of traditional influencer marketing may be waning, but it is far from over. The industry is merely evolving, with audiences seeking more authentic and relatable content (aren’t we all?). By embracing creator content, employee-generated content, and user-generated content, brands can stay ahead of the curve and build stronger, more genuine connections with their audience.
But which option do you choose, and when? That’s where brindle comes in. We’re experts in navigating the content creator world and crafting tailored solutions to keep you at the forefront of influencer trends, ensuring your business is always one step ahead.
