In the past decade, we have seen the rise of influencer marketing across many industries but we might be about to witness the fall too. We first saw the concept of influencer marketing in the mid-2000s when social media platforms like Facebook, Instagram, and YouTube started to become more popular. As social media grew more popular, the path to becoming a content creator became easier. It became even easier with the introduction of TikTok and the rise of micro-influencers. This brings us to the question: If everyone is an influencer, is anyone an influencer?

Influencer marketing is all about leveraging individuals with significant online followings to promote products or services, often through sponsored content. This form of marketing has reshaped the way brands connect with consumers. By connecting with consumers through content creators, brands seem more approachable and trustworthy. The idea of being influenced by “word of mouth” has just evolved as the internet broadened our communities. People are almost as likely to trust someone on the internet who they have been following for a while as a neighbor. In some instances, maybe the person online is more trustworthy because they might have certain qualifications that other people lack.

There are many brands who entered the influencer space early on and were able to grow their brands majorly with the help of content creators. These brands quickly became something everyone wanted just because their favorite content creators were endorsing them. A few of these brands are Glossier, Gymshark, and Kettle and Fire, among many others. This was a great situation for both brands and content creators because they were both able to reach their goal of increasing their sales and increasing their followers.

Influencer marketing at its core has always been about authenticity and real people. However, as content creators earn more money, their lifestyle changes and they become less relatable in some cases. Today’s consumers still crave genuine connections and value transparency over polished presentations. As a result, traditional influencer tactics may no longer resonate as strongly. We started to see a shift of interest in influencers in the past few years and the solution seemed to be micro influencers. However, this led to saturation in the space. TikTok seemed to accelerate the influencer lifecycle by making regular people who were not planning on becoming full-time creators go viral and develop into influencers. The introduction of TikTok Shop also created a platform where people could review different products and earn commissions no matter who they were. This led people to doubt the credibility of the reviews even more. As we move to an era where people are monetizing from their recommendations, people are starting to doubt qualifications and authenticity.

This dilution of authenticity poses a challenge for both influencers and brands seeking genuine engagement. It seems that consumers are starting to get fatigued with branded and sponsored content. People are becoming weary of products that only have sponsored content. This could mean that the product is not good enough to stand on its own. This is not only bad for creators but also for brands trying to stand out. This brings us back to the question: If everyone is an influencer, is anyone an influencer?

Authenticity remains the cornerstone of successful influencer marketing campaigns. Brands must collaborate with influencers who align with their values and empower them to create genuine, relatable content. This means brands need to start vetting content creators and looking at all aspects of their lives. Brands also need to know when it is appropriate to have guidelines for how their content is created and when to give complete freedom to the content creators. The more control a brand has over the content a content creator makes, the less authentic the partnership seems. Most people do not want to be sold to, they want recommendations.

Brands might also start thinking about “making” their own influencers. They might need to think about bringing someone into their full-time team with the whole purpose of being their exclusive influencer. Something like Jake from State Farm but with their own brand to support the main brand. Someone who is doing something like this is Duolingo. They started with their owl but now, Duo the owl is in its own way an influencer of sorts. This solution would not bring back the authenticity content creators once brought but it might make the brand itself more relatable and authentic.

The traditional influencer model, focused primarily on follower count and wide-reaching influence, is evolving to include a variety of new approaches. Brands are now looking beyond mere popularity, collaborating with nano and micro-influencers who offer more niche and engaged audiences, leading to higher authenticity and trust. Additionally, there is a growing trend of leveraging employee advocacy, where employees themselves become influencers for their brands, adding a layer of credibility and genuine connection with the audience. This diversification not only helps brands reach specific target demographics more effectively but also fosters deeper, more meaningful interactions with consumers.

As the influencer landscape evolves, new trends and opportunities are emerging, such as the rise of user-generated content (UCG) accounts and the importance of niche communities. These developments present exciting possibilities for brands to engage with consumers in innovative ways. Consumers will always crave authenticity and connection from brands so if not through influencers, brands should offer these in other ways. Perhaps brands can create more immersive experiences and events open to the public instead of influencer-centric events. Many online-only brands can bring their offering in person. For example, membership warehouses like Costco offer samples in stores which allows consumers to try out new products without the commitment of purchasing. Often times, the interaction between the sales associate and the consumer will bridge the trust gap. People are more receptive to purchasing a new product if they feel like they can trust

While the influencer era may be evolving, the concept of influence itself remains relevant. In a post-influencer era, influence may be redefined beyond follower counts, focusing more on genuine connections, expertise, and advocacy.

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