We Are Disillusioned and in an Influencer Overdrive — Here's How to Find Authentic Guidance via Social Media Influencers Instagram, Twitter and Facebook seem more unrealistic than ever. Remember when it was fun!? In the age of authenticity, we're not buying the dupliciousity of influencers.
By Meeta Vengapally Edited by Micah Zimmerman
Key Takeaways
- It's time to step back and figure out how to get informed, authentic guidance about what we wish to know.
- Informed guidance is out there; it just takes some searching.
Opinions expressed by Entrepreneur contributors are their own.
More than ever before, we seek out influencers for guidance, information and product suggestions. There's nothing wrong with this (we can learn a lot from the good ones!), but we can all agree that the market is over-saturated.
It seems like every time we hop onto Instagram, TikTok or Facebook, someone new is the authority on something. Celebrities, in particular, partner with major brands or start their own. Social media is about marketing. This can be frustrating because, as consumers, we genuinely want to know what to buy and avoid. Sadly, everyone is selling us something these days, and celebrities are the worst culprits. But there's a shift taking place. No one wants what they're selling anymore.
It's time to step back and figure out how to get informed, authentic guidance about what we wish to know. This one is tough for me because I'm an influencer! But I feel the fatigue like most others do. Let's take a deeper look and silence the noise.
Related: Gen Z's Main Career Aspiration Is to Be an Influencer, According to a New Report
The age of authenticity
The huge shift we see comes from consumers not wanting the wool pulled over their eyes. We seek to engage with brands and sellers like never before to spend our money in meaningful ways. In a rapidly changing world, we're all seeking out the real deal.
Instagram, Twitter and Facebook seem more unrealistic than ever. Remember when it was fun!? People posted photos of trips, engagements, memorable gatherings and meals. Now, it's just a dumping ground for ads, political posts and general nonsense. We all see it. In the age of authenticity, we're not buying it.
Related: 5 Things You Should Know Before Collaborating With An Influencer
True engagement
We all fell for Paris Hilton in the 90s, but the world is no longer the same. Millennials and Gen Zs have changed the landscape and for a good reason. People crave authentic engagement. The world is expensive, our paychecks are cut short, and we crave meaning where we place our money.
Not only that, we want meaning in what we consume from posts on social media. We're smarter than ever — smelling from miles away when someone is trying to sell us something, either a consumer good or just their personality. It's rampant. Influencer fatigue stems from something deeper. We're exhausted and can differentiate the real deal from the sales pitch.
Related: Is Social Media Making You Less Social?
The fakers
As an influencer who loves what I do and engaging with my audience, I have to admit that influencer credibility has gone down because of those who are fake. Everyone wants to get in on this lifestyle, which means many people are not sincere. Fake influencers also have fake followers! There is a lot of money to be had in this game, and that's why it's become over-saturated. There's incentive when it comes to likes, follows and comments. Trust me, there are people out there who organize and pay for their credibility. It's a sad truth, but there's a reason why social media all currently turn us off. We're disillusioned.
To drive this point home, let's talk about the surge in verification scams. Almost every social media platform — Facebook, Instagram, Twitter, and TikTok — has some form of badge highlighting public interest accounts. Influencers need this badge, and that's why there's a huge group of people manipulating the process to falsely receive this certification. As an influencer who cares deeply for my audience, this is so upsetting because it negatively impacts the credibility of influencers who walk the walk. Seek out that true engagement, and if you see something suspicious, raise the red flag for others.
Related: How Nano Influencers With 1,000 Followers Are Making Big Money and Impact
Influencer overkill
We see the same images over and over and over… That's the overkill. Have you noticed that marketing and branding are the same for every darn thing? There's no creativity or unique flare. YouTube videos look the same (they even use the same music), so we're exhausted and uninterested! Perfect selfies, perfect protein shakes, perfect keto recipes — it all looks the same. It's exhausting! It's not real, authentic or worth your money. You're reading this article because you already know. So what should you do about it?
It's time for the real deal
Writing this, I have to ask, where do we find the real deal? It's an important question for all of us right now. The truth is that you already know. There's a gut sense of what's authentic and what isn't. Engaging with local businesses — and yes — influencers that touch a cord in you is a big win.
As with anything in life, test it out! Give an influencer a try, experiment with what they're sharing, and decide for yourself. You own your life, and your instinct is spot-on. Go with your gut and tune out the noise. If you try something out and it is a sham, write a review and inform others. We're all in this together. I still love my position as an influencer, but I hold myself accountable for remaining authentic and sharing my true self with my audience. Influencers can have a positive impact! Seek out those who know what they're doing.
Related: 5 Ways to Identify Influencers Worth Your Brand's Time and Money
Lean into the shift
If you're an influencer, you probably feel the shift. We need to change our marketing approach and be our full selves — we need to connect. Cut-and-dry marketing doesn't work anymore. People have been through so much in the past few years; they see through the lies. That's exactly how it should be. Don't go for generic.
We need meaning. Everyone wants to come together along the lines of shared interests and passions. That's our connecting point. Products and information must be sold (capitalism) while also relevant to a changing world. People seek influencers and their followers to connect, and these tribes — valuing these tribes — is the future of success. It must be authentic.
Redefining the influencer
Celebrities can't hold this position any longer. So, how do we define today's great influencer? I would argue that it's the real deal — someone who shares based on passion and belief. The biggest names don't hold credibility anymore. Look for the smaller, more established presence that has shown commitment and conviction in what they do. They may have a more compact audience, but the audience is dedicated and trusts them. That's the real deal, friends. You'll know when you see it.
Everyone can be an influencer these days, but ask yourself, are they bringing value to others? Are they authentic and focused on their niche? Are they providing something unique to the world? If so, lean in. If not, go smaller and look deeper. Find that informed guidance that you can trust. It's out there; it just takes some searching.
