Report 010 general - cosmetics - fashion / Marketing
The end of the influencers
Corona has exposed the real identities of the influencers.
What does this mean for the industry? Gone are the days that a brand can pay an influencer to sell any product.
It's the end of the influencers. And that’s not a bad thing – they had become a bit of a joke.
It's the end of the influencers. And that’s not a bad thing – they had become a bit of a joke.
The tendency Influencers started with international bloggers, who of themselves were new, inspiring, and challenged the status quo of press and fashion and media. They were people doing their own thing, sharing trends from around the world, living side by side with the traditional press, like magazines, newspapers, and television. I remember the first time I saw a blogger on the front row of a fashion show – the traditional press was appalled! as they were seen as "non professionals" by the classical press.
An institute named influencers,
And then, all of a sudden, they became an institute named influencers, and a way for labels to push their products. It became unauthentic, and even slightly anti-feminist. Women selling everything nail varnish to cars, like they used to sell washing powder in the 1950’s.
They became PR machines, sales dolls. They lost authenticity, and originality, imitating others and promoting whatever they were asked to.
Lockdown revealed the real person behind The Influencer.
Corona has exposed their borrowed identities. Gone is the borrowed identity of their events and high end labels. It was just the influencer herself in lockdown. Lockdown revealed the real person behind The Influencer.
Also available budgets for influencers have dwindled in The World After
But they aren’t all "bad"and "Fake"
There are influencers out there that are making the best of the situation and coming out even stronger. An example of that is Chiara Ferragni @chiaraferragni
Chiara Ferragni @chiaraferragni who became a bit of a joke in The World Before came out Stronger in The World After
During lockdown she has donated / collected a huge amount of money for ICU’s in Milano. More importantly, she became more authentic, she doesn’t take herself too seriously as before, she is a businesswoman and she has the ability to make the best out of what's ther is in lockdown.And these are the characters / the influencers that will survive. Because they aren’t just influencers, they speak from the heart.
What does this mean for the industry? Gone are the days that a brand can pay an influencer to sell any product.
There needs to be a context, a meaning, a deeper and relevant relationship between the product and the person selling.