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For major brands, partnerships with celebrity influencers have become an indispensable part of their marketing strategy. As a result, thousands of influencers came forward to cash in on their visibility. Why are so many people switching off on influencers? At the heart of this pattern is a huge shift in the way consumers interact with brands. Now, the age of the passive audience is over. Platforms like Instagram, Twitter, and Facebook offer a tantalizing promise for users of all ages around the world: a welcoming place for self-expression, meaningful engagement, and a sense of community.

But increasingly, social media has become a dumping ground for sponsored posts and advertising, and social media users are quick to call influencers and brands out when they see a lack of authenticity. Source: marketoonist. Of all the reasons for the move away from influencers, the growing demand for authentic and meaningful engagement is the most ificant. People are sick of all the generic cookie-cutter posts showing celebrities posing with teeth-whitening kitsboutique clothingor even appetite-suppressing lollipops.

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Instead, social media users are looking for real, unstaged content to engage with. Source: Insider. This is particularly the case for younger userswith millennials and Gen Zers demanding real, authentic content from brands and influencers. Now people want to dig behind the online facade to see the real people behind the captions.

Influencers face huge incentives to boost their s when it comes to followers, likes, and comments, and this has given rise to issues with bots, paid follows, and other shortcuts. On top of the demand for more authentic engagement, user fatigue with stereotypical influencer content is also driving people away. Every day, social media users are subjected to an unending stream of influencers peddling their wares with the same aesthetic.

In fact, this collective frustration has led to some amazing parody s like Insta Repeat pointing out just how samey a lot of Instagram content can be. Instead, a new generation of successful influencers like Emma Chamberlain or Joanna Ceddia has emerged. These young content creators are willing to engage their audience in unique ways - even if it means being a little dorky. And man, do people love it. Another trend driving people away from online influencers is an over-reliance on the big names out there. As blogger and all-round media wizard Seth Godin notes, one way to get around this is to take the opposite approach: instead of finding the largest audience out there, brands should look for ways to build meaningful communities around smaller audiences.

Source: Social Media Week.

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Examples like these contribute to mistrust in social media, and give people an even bigger reason to be cynical about efforts to spread awareness concerning important global issues. So, if the world is fed up with traditional influencer marketing, what does this mean for brands on social? How should you engage with your audience, and get your products in front of the right customers?

I might have painted a bleak picture for influencer marketing. By dropping the focus on generic, big-name influencers with huge audiences, and by focusing instead on meaningful communities united around common passions and interests, brands can increase the visibility and relevance of their products. Tribes are groups of consumers sharing common traits. These individuals identify with each other through their collective interests, which could be anything from gaming or eSportsveganismsustainable fashionor a love for chunky dad shoes.

The internet is crawling with groups of people, subconsciously forming tribes around nearly every interest niche you can think of. Winning brands are those who understand how tribes get created, what defines them and how they evolve over time. This includes analyzing their language, choice of platforms, and preferred methods of communication, and matching their content, so you can position your brand as a genuine tribe leader.

By finding individuals with meaningful connections to other members of the tribe to promote your brand, you can build brand visibility and credibility. A comparison of influencer Laila Loves vs. Kim Kardashian. Source: Linkfluence.

In fact, analysis shows that individuals working on a more contained scale are often perceived as having more of a legitimate voice than big-name celebrities, and can lead to a higher rate of conversion to sales. Instead, take a look at individuals with an authentic, well-established presence on their platform of choice, and a good connection to their tribe.

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And that means bigger isn't better. If you can engage your tribe of brand customers and fans through respected and trusted individuals, you can reach new potential fans, and build real brand loyalty. Before, all brands had to do was to pull together a shortlist of celebrities and public figures with sizeable audiences, compare the reach and profile of each individual, and make a choice. Now, consumers don't want to see the same influencer telling them which slimming teas to drink, which lipsticks to buy, and holiday resort they should go to. With the tribe mindset, everybody has the potential to be an influencer in their tribewhich makes the influencer pool much bigger.

This analysis is impossible to do manually. You need to put big data and AI to work by identifying dedicated fans within millions of profiles. Then, you need to combine this analysis with human expertise to understand their values and match them with your brand. The jig is up, and people are seeing through the facade of samey, calculated promotional content. In an environment where authenticity is the greatest online currency, brands need to know everything they can about their audience, and understand how to find and engage their tribes of fans online.

With Linkfluence, brands can find new ways to identify their tribes, and can communicate with these tribes in a way that is authentic and meaningful. Competitive Benchmarking. Content Ideation. Campaign Performance Measurement. Brand Equity Tracking. Customer Experience Analysis. Trends Forecasting. Products Products Radarly. Customer Experience. Resources Resources Blog. Company Company About us. Don't forget to share this post! This is a long post, so feel free to jump to sections that speak to you the most: Why are people getting tired of influencers?

Why are people getting tired of influencers? Source: marketoonist Here are a few reasons we've identified: 1. A greater demand for authentic engagement - driven by millennials and Gen Z Of all the reasons for the move away from influencers, the growing demand for authentic and meaningful engagement is the most ificant.

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