Influencer marketing has become one of the most powerful tools for brand, from increasing general awareness to promoting a key product. Social media personalities can reach engaged audiences and shape purchasing decisions in ways a brand can rarely do on its own.
However, the industry has been around for some time, and some cracks are starting to become apparent, especially the authenticity of partnerships and the risk of brands investing in influencers and events that don’t quite hit the mark.
Lately, there’s been an increase of influencers being taken to key social and brand events from Formula 1 races to sold-out concerts despite having never expressed interest in this before. While the content can promote an image of glamour and aspiration that these brands want to promote, audiences are becoming irritated by the brands and influencers for flaunting a very privileged life.
First, it feels disingenuous. Today’s consumers, especially younger demographics like Gen Z, are hyper-aware of inauthentic content. They’re quick to detect when an influencer is here simply for the money, rather than genuinely endorsing a brand or experience. When influencers attend events or promote products that they’re clearly uninterested in, the content often feels forced, lacking the passion and genuine connection. Loosing the spark that made influencer marketing so effective in the first place.
Second, it’s a missed opportunity for brands. Influencer marketing is most effective when influencers are true fans. Individuals who already have a genuine passion for the sport, product, or artist can create a stronger connection with the audience they want to reach. For example, a brand taking an influencer who has a genuine interest in F1 to the Grand Prix, will resonate better with the audience and wider social community.
@marybedford Help me choose which is your favourite!!🎾🎾 can’t believe I’m getting to experience Wimbledon for the first time, thank you @White Fox Boutique 🥹 you can use my discount code MARYWF for discount ❤️ #wimbledon #ootd #fyp ♬ original sound – Marybedford
Brands should carefully consider several factors when choosing influencers and the trips they arrange. Keeping the following in mind at all times;
- Relevance: Does the influencer naturally align with the brand’s values, products, or target audience?
- Authenticity: Has the influencer shown genuine interest in the category or experiences being promoted?
- Engagement Quality: Are their followers truly engaging with the content, or just scrolling past pretty photos?
- Content Fit: Does the influencer’s storytelling style suit the brand’s voice and objectives?
Influencer marketing can remain successful but only as long as authenticity remains. Audiences are wanting real stories and relatable experiences. Brands that take the time to partner with influencers who genuinely care about their products and experiences will see better results.
We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk
For more interesting articles from us check out these posts:
About The Author
