Will Influencer Marketing Really Die in the Next Few Years?

influencer
Photo: Profimedia

Brands are now looking for people who show more than just gifts. Influencer marketing will die in 2023 - some analyzes predict. Some are worried, while others are celebrating the end of the trend, which, while bringing consumers closer to brands, has also made some lifestyles unattainable.

The question is: what is causing the possible decline of the industry with millions of followers around the world?

 

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How did it all start?

Influencer marketing, created through influential social media figures, has grown in popularity since the first people went viral on Twitter, Facebook and YouTube around 2006. Recall, when Google bought YouTube, it gained a lot more weight on digital platforms and blog channels expanded. Pioneers in this field gained thousands of followers and brands turned to them as a good element to promote their products or services. The same thing started on other platforms and accounts with people with charisma or simply social skills that have a big impact on the opinion or decision of others, and it became exponentially popular.

 

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This is not something new. Influencers simply appear on the screen of your mobile phone or computer instead of appearing in a newspaper, on television or on the radio. For example, Carrie Bradshaw from Sex and the City can be considered influential (albeit fictitious) as a well-known columnist in New York. The path was clear to anyone with these characteristics. The problem today is that, like everything else in life, everything that goes up must fall.

 

 

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The beginning of the end?

It is obvious that the pandemic affected the state of influencer marketing in the first half of 2020. The number of brands (especially Instagram) that worked with influencers in April 2020 fell by 37% compared to April of the previous year. The same analysis reveals that the course has changed. In other words, smaller influencers or micro-influencers (with fewer followers) are now gaining in importance by offering greater influence to brands with smaller budgets.

 

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While celebrity levels and work will continue to be key criteria for the social fabric, the groups that will gain more importance are those with significant civic duty to learn and disseminate accurate data with their fan base.

Although the influencer industry as we know it today is losing importance, from now until 2023 we will see that it will quickly shift to something better known as the "true influencer", a new force celebrated with more creativity and content people. . interested in sharing teachings, instead of sharing their collaboration with brands, the gifts they receive and that cult for their own image.

It is not that the idea of ​​the influencer will disappear or die, as we read in the headlines, but that it will be transformed into a friendlier image closer to the consumer, and not that "celebrity" with a privileged life. The concept of a true influencer that brings something positive and a sense of community is a trend that is already taking over the networks and marketing of the influencer market.

 

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In short, this does not mean an end to the whole, but a change in the way people receive information and who they prefer to do. As it happens in all media, now the attention will not be focused on one figure, but there will be people specialized (ideally) on a topic that is transparent in its content, consistent between what he says and does between his life in the networks and out of them.

 

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The idea of ​​a super successful influencer, with millions of followers, is something that must change. There are several options in the range of influencer marketing, from micro influencer to real influencer.

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