Generation Z is turning its back on social media influencers as they prioritize online authenticity above all else.
The days of mega-influencers promoting products through pictures and videos of their ‘Insta-perfect’ lifestyles are fading, giving rise to a new era of genuine voices and brand ambassadors that have authentic views or genuine achievements away from social media.
A study in the UK by media agency Room Unlocked reveals that 61% of Brits say they cannot relate to or identify with any influencers because of how disingenuous they are.
Mistrust of influencers is down to a lack of clarity and transparency that things might not be all they seem when people are paid to place products in posts.
The same research finds that 40% of respondents say the brands they trust the most are those that make partnerships with real fans, with a further 37% saying they identify more with influencers who post with a social cause at the heart of their content.
CEO and founder of Room Unlocked, Alex Payne, argues that brands should find influencers who love their products so much they will share their views about them without being paid.
“Influence is talking about the things you’re paid to. Advocacy is talking about the things you love. Brand love is far more accessible and relatable than brand endorsement,” Mr Payne suggests.
Social media used to be a place to be informed, challenged, amused and entertained, but brands have turned it into an advertising channel, Mr Payne argues.
“Audiences of course understand that the best influencers should earn money, but they are now demanding their heroes have right collaborations with the right brands. But that alone it is not enough. Instead, people of influence have to keep talking about the things they love, and the causes they believe in,” he concludes.
