From Glamour to Grounded: Navigating Influencer Fatigue

The influencer market has become increasingly saturated and as a result the impact of influencers has become diluted – making it harder for new creators to stand out and secure lucrative brand deals.

In the dynamic world of digital marketing, influencer marketing has been a cornerstone strategy for brands aiming to connect with their audiences. However, a noticeable shift is occurring—influencer fatigue has set in. Consumers are growing weary of influencers who seem out of touch with reality, and the era of overconsumption for its own sake is losing its appeal.

From Icons to Everyday heroes – the shift in influencer dynamics.

Influencers, once hailed as the ultimate brand ambassadors, are now facing criticism for their perceived disconnect from everyday life. There is a growing frustration on the internet from consumers who are tired of seeing the same influencers enjoying exclusive access to events and products. This growing resentment is fuelled by brands who focus solely on selling, creating a sense of detachment from audiences and create a transactional instead of a reciprocal and mutually beneficial relationship driven by deep connection and community.

Today's consumers are seeking content that resonates with their own reality. The rise of 9-5 content creators for example, who showcase their daily lives in the workplace, points to a significant shift in what people find aspirational. These creators offer a glimpse into a world that feels familiar and relatable, contrasting sharply with the often-unattainable lifestyles that have been promoted in the past by traditional influencers.

Take “overnight” TikTok sensation, Mbali Nhlapo, who won the hearts of South Africans with her content driven by her love for cleanliness and her desire to help others. Mbali’s experience as a housekeeper made her a knowledgeable cleaning expert who could offer practical and useful cleaning hacks that people could apply in their daily lives. Needless to say, a decade ago, when aesthetic and lifestyle content was all the rage – an ordinary housekeeper wouldn’t have been able to grow a formidable online presence or significant following.

Relatability and Realism

Audiences are increasingly drawn to content that reflects their own experiences and realities, especially in a time when economies all over the world are struggling. Brands must adapt to this changing landscape by fostering more balanced and meaningful partnerships. Crucially, this involves democratizing access to brand experiences, allowing everyday consumers to also have access to “all star” events.

As brands we all need to sit up and listen – “exclusive” should not mean exclusionary. And while as a brand person I do understand the economic and logistical constraints we face in curating experiences that can be accessed by our audiences – it is important to create a few meaningful and shared experiences to unlock mutual value. It’s true – we can’t invite everyone, but we should be open to have more consumer voices join our events.

According to recent surveys, over 60% of consumers feel overwhelmed by the volume of sponsored content that fills up their social media accounts. Additionally, more than half of social media users have doubts regarding recommendations made by influencers; considering them as being done purely out of financial interest rather than a genuine belief in the products or services. When it comes to mega-celebrities, there’s only so much paid sponsorship an individual can take on before their audience gets tired of it. For major brands, this means there’s a limit on what can be achieved through partnering with well-known faces.

Consumers, especially younger ones, are losing trust in paid influencers and are instead turning to organic grassroots communities where like-minded peers share content and commentary about brands and products they genuinely love. In fact, some recent studies have found only 3% of consumers are influenced by celebrity influencers to purchase specific products. And at the heart of this pattern is a huge shift in the way consumers interact with brands. Now, the age of the passive audience is over. Instead, customers are actively engaging with each other (and brands), looking for meaningful engagement and forming their own communities based on shared interests and values, or what we would call ‘tribes’ (or cohorts). So instead of finding the largest audience out there, brands should look for ways to build meaningful communities around smaller audiences.

Conclusion

Influencer marketing is evolving, and brands must navigate this new era by embracing relatability and community engagement. The key lies in building genuine connections and respecting the perspectives of both influencers and consumers.

"In a world where overconsumption is no longer aspirational, the true influence lies in the power of relatability and real connections."