I keep being asked, ‘do you think the influencer landscape will change because of Covid?’ and the answer is yes, yes it will / THREAD

Marketing will always be needed by brands. Influencer marketing is often the cheapest and an effective way to market. That’s not going anywhere. But it won’t look like it currently does.

The beauty of influencer marketing has always been in the authenticity. Unfortunately over the past couple of years and due to misguided partnerships and campaigns, that authenticity has appeared to have eroded.

But there is still authenticity out there. There are still influencers with massive influence. It’s now going to be about how they use it.

We will see consumers turning away from influencers who they feel are just selling to them 24/7 but we will see something else in its place...

Creators who add value. Who have something more to say for themselves and their brands than just the last mascara they bought. Those who entertain, inspire, educate and provide a safe space.

Because people more than ever need to feel safe when consuming content online. And people can feel unsafe when they feel their trust in someone they follow is eroded through poor partnership decisions.

We will also see a huge influx of influencers diversifying their income through courses, memberships, digital products and most of this will be fab! We teach this in @GrowGlowCo but some will just be a cash grab.

How to tell the difference? Creators who’ve always added value, education, inspiration, entertainment who know their audience well and know what their audience need?
Those products and services have a good chance of doing well.

So keep curating who you follow and demand more value, moving on from those who make you feel sold to, duped or unsafe and find new creators, who are entering this world every day. Because they’re the ones who understand the importance of having influence.

And that true influence lies in how mindful you are with your content, the value you’re offering others and the space you hold online.

We can get past this as an industry but we all need to take this time to reflect on whether we’re adding to people’s lives through content or adding to the noise that people no longer want to hear.