Recent findings show that word of mouth remains the most credible form of advertising, surpassing influencers in trustworthiness. Consumers prefer recommendations from friends and acquaintances over paid promotions. Despite the challenges facing influencer marketing, it is not dead; however, it serves as a wake-up call for the industry to reflect on its practices. Influencer marketing has become too transactional, undermining the authenticity it initially had. Those within the industry bear responsibility for its evolution into a commoditized space that struggles to maintain credibility with consumers.
Influencer marketing has become overly transactional and is now viewed as less credible than word of mouth from genuine supporters of a brand.
Consumers increasingly prefer authentic experiences shared by friends over paid promotions by influencers, challenging the effectiveness of traditional influencer marketing.
The rise of influencer professionalism has commoditized marketing in a way that detracts from the authenticity that consumers once valued.
Many in the industry, including myself, share responsibility for the current state of influencer marketing and must acknowledge its decline in credibility.
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