Hey there,

The biggest change since the early days of the internet isn't the technology; it's us. A lot has been written about how today's consumer is oversaturated and well-informed. They have all the options and resources at the click of a button. 

What may appear to be a total nightmare for the average brand was quickly transformed into their biggest asset: a one-to-many type of advertising that feels like classic word-of-mouth, but with amplified reach. Influencer marketing. We all follow influencers to some extent and have seen them advertise all kinds of products. After all, it is one of their main sources of income. While we may have normalized it by now and can address it with indifference, like skipping a product recommendation section in a YouTube video, six years ago, the situation was quite different.

Following controversies such as Mikayla Nogueira’s mascara scandal and Belle Gibson’s fake wellness empire, among others, audiences have become more aware of influencer marketing. However, we cannot say that audiences have fallen out of love with it; it has simply transformed. 

It's akin to being deceived by an ex-boyfriend. While this doesn't necessarily mean you'll never trust someone again, you'll likely become more discerning about potential red flags. The thing is, brands are as aware as we are. The new influencer marketing has fallen into an internet rabbit hole right under our noses. The nano-influencer strategy.

Nano-influencers drive a higher conversion rate than big ones and have audiences that are much more emotionally committed to their content. They position themselves not only as authority figures in their communities but also as close friends with their followers. And who wouldn't trust a friend? 

This is where the cult-like nature of today's influence marketing began. Brands have always sold lifestyles through storytelling…that's Marketing 101. The problem emerges when we have authority figures lacking credentials (Think of a beauty influencer recommending vitamins instead of an actual physician.) who align community integration with product consumption.

This is not a marketing problem, as nano-influencer marketing continues to be effective. In fact, brands affirm that it adds value to their campaigns at every stage. “Emma Harman, co-CEO of the influencer marketing agency Whalar, said that smaller creators enhance ‘discoverability’ for brands.” It is the most effective strategy today to ensure brand loyalty and community growth. 

Nevertheless, it is a moral problem.

How can you change a strategy that works? More importantly, why would you? The problem isn't straightforward sponsorship; it's subtle marketing disguised as a lifestyle. It's the protein powder in the morning and the specific clothing brand in the "GRWM" video. The insincerity of it all makes a brand the equivalent of an aspirational lifestyle.

As someone who works in marketing, I cannot tell a client not to use one of the most effective strategies. The most we can do is be authentic, believe in the quality of our product, and be transparent in our advertising about expectations.

As a consumer, the only thing I can do is stay alert and recognize when something is deceptive. However, as audiences become more informed, these strategies will continue to change.