The VinePair Podcast: Is the Era of the Influencer Over?
Influencer marketing began as a way for brands to reach an audience growing increasingly averse to traditional advertising. And for a long time, it worked. Customers were more willing to listen to personalities they already liked and trusted over ads thrown at them before YouTube videos or Spotify songs.
But as a recent article from Fast Company explains, influencers are losing their… well, influence. According to a 2023 study outlined in the article, only 12 percent of consumers are likely to buy anything that influencers are promoting, and 42 percent of those who actually make purchases based on influencer advertising regret doing so afterwards. But perhaps the most noteworthy statistic pulled from the study is that 90 percent of consumers apparently don’t trust influencers at all. In recent years, the influencer scene has reached a point of saturation, and once-trusted online personalities are losing their credibility. But how will brands pivot their advertising tactics now that the tides are turning?
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach discuss the recent Fast Company piece about advertisers and consumers becoming disillusioned with influencers and advertising through them. Does this extend to the drinks industry? Where will advertisers potentially turn instead? Is social media attention less valuable than previously thought? Tune in for more.
Zach is drinking: Motel Rumba at Rumba
Joanna is drinking: Espresso Martini shot at Virginia’s
Adam is drinking: Purple Drank at Romeo’s
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