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Are Influencers failing us amid CoVid?

Updated: Jun 28, 2020

๐™ƒ๐™ค๐™ฌ #๐˜พ๐™š๐™ก๐™š๐™—๐™ง๐™ž๐™ฉ๐™ž๐™š๐™จ are ๐™›๐™–๐™ž๐™ก๐™ž๐™ฃ๐™œ ๐™ช๐™จโ“ ๐™„๐™จ ๐™ž๐™ฉ ๐™–๐™ฃ ๐™š๐™ฃ๐™™ ๐™ฉ๐™ค #๐™„๐™ฃ๐™›๐™ก๐™ช๐™š๐™ฃ๐™˜๐™š๐™ง ๐™ˆ๐™–๐™ง๐™ ๐™š๐™ฉ๐™ž๐™ฃ๐™œโ“

A report by #Nielsen states that 92% of buyers trust individuals over brands. This need for โ€œsocial proofโ€ 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 โ€“ a trend called โ€˜keyword squattingโ€™ that allows for piggybacking on trending catastrophes. Arielle Charnas is the latest #Covidiotโ€™โ€™ influencer to receive backlash for โ€˜flaunting privilegeโ€™ & lost hundreds of followers for her brand โ€˜Something Navyโ€™.

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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