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Are Influencers failing us amid CoVid?

Updated: Jun 28, 2020

𝙃𝙤𝙬 #𝘾𝙚𝙡𝙚𝙗𝙧𝙞𝙩𝙞𝙚𝙨 are 𝙛𝙖𝙞𝙡𝙞𝙣𝙜 𝙪𝙨❓ 𝙄𝙨 𝙞𝙩 𝙖𝙣 𝙚𝙣𝙙 𝙩𝙤 #𝙄𝙣𝙛𝙡𝙪𝙚𝙣𝙘𝙚𝙧 𝙈𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜❓

A report by #Nielsen states that 92% of buyers trust individuals over brands. This need for “social proof” is why #influencermarketing is a burgeoning $10 Billion industry.

However, "tone-deafness" can be a major spoilsport for such marketing efforts. Instagram influencer Jeremy Kost was recently criticized for using California wildfire hashtags with promotional content – a trend called ‘keyword squatting’ that allows for piggybacking on trending catastrophes. Arielle Charnas is the latest #Covidiot’’ influencer to receive backlash for ‘flaunting privilege’ & lost hundreds of followers for her brand ‘Something Navy’.

The future hinges on micro-influencers who prioritize the quality of content over quantity of likes & followers. In these trying times, American stylist Chriselle Lim has garnered a positive response by posting about her WFH reality with kids, a fresh change from insensitive comments by wealthy celebrities. Hence, brands ought to focus on influencer marketing with 3Rs - #Relatable content, #Rational behavior & #Real people.

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