In The News

Influencers Become Not So Influential


Bloggers, YouTubers and other social media gurus spend years developing a devoted following, only to sell their time to specific brands. Once they have the following, they use their influence as a marketing tool to monetize their activities. When this system works, it is a win for consumers and brands. When consumers are overwhelmed by influencer content, it drives down confidence and creates problems.

The Real Influence of Influencers

Influencers make up a range of people from sports stars to celebrities to everyday people. By sharing their experiences as authentically as possible, they build an audience. The content consumers want is not about products or services, but more about daily life. They follow influencers for a unique perspective about life. Today, 92 percent of European consumers follow influencers, which means they hold a prominent place in social culture. However, too much branding and selling can rapidly erode that placement.

Overwhelmed and Bored

Today’s consumer gulps down content from dozens of sources each day. Influencers make up a small part of their data consumption, and the more influencers talk about the same topics or lower their quality standards, the less influence they have. In fact, 47 percent of consumers are tired of seeing and reading about the same things from different sources, so influencers need to step up and bring more quality and originality to the table.

Fatigue Leads to Boredom and Mistrust

When consumers start to feel like an influencer is merely another selling channel, they quickly move on. Essentially, influencers invest a considerable amount of time building up social coin, only to spend it all when they fall into the over-marketing trap. A review here and there is one thing. When an influencer becomes mostly reviews, it is a problem. Half of all consumers feel that influencers should face more strict rules about what they can post, and that is directly related to marketing activities.

Moving Back to Mobile Marketing

Yes, influencers still have a place in a larger marketing campaign, but with consumer mistrust on the rise, it may not be as big as it first appears. After all, while 92 percent of Europeans may read an influencer regularly, 43 percent have never followed up with a purchase. Instead, real-life, real reviews are considered a much more trustworthy avenue for product reviews. That puts the focus, particularly for app downloads, back on the store. After all, the person posting a review in the app store doesn’t get a kick-back and has no financial motivation to play up the positive.

Building an Authentic Online Presence

Overcoming influencer fatigue is not just a matter of better content from influencers. Consumers know that influencers are paid for reviews and make money driving customers to outside selling sites. That instantly puts doubt on their credibility. For apps, that also means that brands need alternative methods for marketing and advertising. That’s where we come in.

At YouAppi, we use the best practices of mobile marketing to present content directly to your target market. There is no layer of influencer between the user and the brand. Instead, we create branded content that shows your services and puts that content in the right place, at the right time–the core of any good marketing campaign. By getting back to the foundations of mobile marketing, building a solid reputation on the app store and creating unique and relevant content surrounding each brand we represent, we cut out the uncertainty of influencer reputation and go for authentic interaction.

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