Influencers once held the digital sceptre making us believe we needed everything from glow-in-the-dark yoga mats to miracle mascara that could make your lashes longer than a fishing line. But those days are over, and now we stand at the dawn of a new era, one where people have finally realised that not every celebrity endorsement is the gospel truth. Today, only 3 percent of consumers still fall for the celebrity sell.
Yes, no more are we swayed by the likes of celebrities waving their latest miracle product in front of our glazed-over eyes. The other 97 percent? Well, we’ve grown tired of the endless parade of #ad, #sponsored, and #blatantlylyingtoyourface. So, what’s gone wrong? Oh, just a few things, like influencers sneaking undisclosed sponsorships into their feeds, buying fake followers to puff up their importance, and bombarding us with repetitive, commercialised content that feels more like a shopping channel marathon than genuine human interaction.
This lack of congruence between influencers and the products they promote, has led to a shift where smaller influencers are now gaining traction, offering a more genuine connection with their audience. The nanos post pictures of their homemade smoothies or their dog surfing and have just a few thousand followers. They’re relatable, affordable, and above all, authentic.
And in the influencer hierarchy, they’ve quickly become the darlings of marketing teams everywhere. Why, you ask? Because they’re trusted! They do.