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A report by #Nielsen states that 92% of buyers trust individuals over brands. This need for âsocial proofâ 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 â a trend called âkeyword squattingâ that allows for piggybacking on trending catastrophes. Arielle Charnas is the latest #Covidiotââ influencer to receive backlash for âflaunting privilegeâ & lost hundreds of followers for her brand âSomething Navyâ.
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.