Influencer Insights the 74th edition

We’re not sure if you are worried about what’s happening around the world, but we are!

Each one of us is aware of the uncertainty in the world; with a recession behind us, wars, high costs of living, and more, we can only hope that the world will head in a better direction.

While the world seems ready to set itself on fire, what about influencer marketing?

In this newsletter, we will touch on several key points that we think are very important.

1. Challenges faced by influencers:

Influencers are encountering increased difficulties in their profession. Many brands, even well-established ones, are offering less compensation, often limiting deals to free products or mere exposure.

This regression in compensation is accompanied by fewer paid offers and unreasonable content expectations from brands, leaving influencers feeling undervalued and overworked, contributing to a sense of instability in their careers.

2. Brand perspective:

From the brand's perspective, the effectiveness of influencer marketing is waning. Brands argue that influencers are no longer delivering the same results, which they attribute to rigid content briefs and a saturated market.

This shift has led to a rise in user-generated content (UGC), which, while cheaper, is often less effective and adds to the influencer fatigue experienced by audiences. Brands are grappling with finding the balance between cost-effective marketing and impactful influencer collaborations.

3. Factors contributing to the shift:

Economic challenges, such as the high cost of living, make audiences less receptive to product recommendations. Additionally, the stark contrast between frivolous influencer content and serious global issues creates an unsettling experience for users.

Anti-influencer sentiments also play a role, with some people going out of their way to avoid using influencer affiliate links, reflecting dislike for influencers themselves. Moreover, the lowered barrier to entry for becoming an influencer has saturated the market with content that often prioritizes fame and money over genuine interest, diluting the quality and value of influencer content.

4. Survival strategies for influencers:

• Focus on meaningful content rather than just making money or gaining fame.

• Diversify income streams and platforms to avoid dependency on brand deals.

• Shift focus to serving the audience effectively and pivot strategies based on audience needs.

• Niche down to increase conversion rates and appeal to specific audience segments.

5. Future trends and recommendations:

• High-quality content is expected to make a comeback as people tire of similar, low-effort content.

• Influencers need to offer unique value, be creative, tell personal stories, and focus on community and audience engagement.

• The influencer market will remain competitive, and success will require more than just self-promotion.

 🔥 Influencer shoutout

Cristina Tabun, known on Instagram as @cristinatabun, is a fashion stylist based in Southampton, UK. With 2,854 posts, she has garnered a following of 15.8K people and is following 375 accounts. Cristina's profile showcases her passion for fashion, highlighting her work as a stylist and her love for fashion. Her content likely includes styling tips, fashion inspiration, and possibly her daily outfits and professional projects. Her aesthetic is probably sophisticated and trendy, reflecting her expertise and enthusiasm for the fashion industry.

🔥 New brand on Social Cat

Orla Lily is a jewelry brand offering a "Mix & Match for £35" deal, allowing customers to choose multiple jewelry pieces for a combined price. The brand features a variety of jewelry items, including necklaces, earrings, rings, anklets, and bracelets. Orla Lily emphasizes quality and style, catering to fashion-conscious individuals looking for affordable yet trendy accessories. The brand also offers personalized jewelry options and eGift cards, making it a versatile choice for gifts and personal use.

It might take you 30 seconds, but it will help us a lot if you give us a rating and write a short opinion.

See you next week!