Is selling out no longer a concept for Gen Z?
In this guest column Kara Richards discusses the line between authenticity and selling out for influencers who endorse multiple brands.
Our traditional celebrities are often branded as ‘sell-outs’ when they align themselves with too many brands, but vloggers can peddle as many brands as they like without affecting their image in the slightest.
They are the new brand ambassadors and their personal brands are mint. Even before they finish high school…
YouTubers such as Jenna Marbles reach more than 15 million subscribers – that’s more than Taylor Swift and Nicki Minaj combined. Or Nash Grier, who has more than 9 billion video views on the social app Vine. This is more than Leo’s latest film The Revenant.
I’m dubious until I see one of these “influencer” data backed by sales figures. They are making highly disposable content that’s not really valued by their audience. Their audience is following hundreds of people. The watch but they don’t care.
Their are niche exceptions.
The essence of influence is change. Influencers are change agents shifting consumer behaviour. Influence is more than attracting views, likes or shares.
A key line in the article runs influencers spend their lives “around connecting with their audiences and creating communities.” They take care to create consistently compelling content that is relevant and resonates with their select audience. If they shill too many brands or start promoting brands which seem at odds to their values Influencers will lose their authenticity and shortly after, their ability to influence a following.
In terms of making money, influencers must declare each time they publish whether that content is sponsored advertising. It is the right thing to do ethnically and legally. There are strict disclosure rules in countries like the US with the FTC guidelines & UK’s CAP codes.
“Selling out” – when did this not happen?
Media last century was one long, long ride of sell-out to sell us.
Graham Kennedy?
Cash For Comment?
I Love Lucy – commissioned by advertisers –
Gen X/Y/Z and “tots” today just know they are being sold – and THEY are the product.
Influencers are the new shiny thing in the marketing mix, but will eventually come under the same scrutiny as other channels. There will come a time when they need to provide real data about who they’re reaching and the relevance to the brand writing the cheques.
@beau ushay
I agree. With only a reported 16% of PR & marcom practitioners NOT planning on using Influencers in at least one campaign this year it’s a sellers market for Influencers.
Many Influencers have doubled their fees for working with brands in the last 12 months.
Brands should set measurement goals in the planning stage. And do their digital due diligence in the identification phase. There are tools to use which track Influencer data. Brands should then look to fake & inactive followers. Influence isn’t all about reach. It’s about changing opinions & behaviour so need to identify proper relevance & resonance, too.