The Evolving Role of Social Media Influencers and the Future of Advertising

Has the role of social media influencers changed in recent years? And what does this mean for the future of online advertising? In this article, we explore the transformation in the influencer landscape and its implications on content creation, business networking, and mental health.

From Popularity to Purpose

It's no longer just about having a large following or being popular; the role of a social media influencer today involves a purposeful mission. Unlike years past, when compromising one's values for a gig was seen as selling out, today's influencers focus on promoting causes that align with their missions. Rachel mentions Kim Kardashian's involvement in suicide prevention and drug abuse, highlighting how influencers can drive real change.

The Evolution of Influencer Content

When Rachel started her Instagram (IG) account in 2014, authenticity mattered greatly. Photography and outdoor-based content were her forte, with her mission being eco-conscious and outdoor photography. Early followers were reticent towards sponsoring brands, viewing it as an invasion of their trusted spaces. However, Rachel notes that by 2017, the landscape had changed dramatically. Advertising has become normalized, and the subtle approaches of yesteryears are no longer necessary. People are more accepting of overtly branded content, which has both advantages and disadvantages.

The Dark Side of Normalization

The increased acceptance of ads on social media has its downsides. Overexposure to advertisements can lead to mental health issues, including depression, as people compare their realities to the curated lifestyles of influencers. Moreover, the explosion of information has turned social platforms into avenues for effortless consumption and accumulation. Thus, while connectivity has increased, attention spans and engagement levels have dwindled.

The Influence of Algorithms

The digital landscape is becoming increasingly algorithmic, making it difficult for content to find an audience organically. Paying for promotion is now a necessity to ensure visibility. Rachel points out that even content posted by small businesses or individual influencers may not be seen, if giant corporations with substantial budgets are prioritized by algorithms.

Reputation and Authenticity

As the term "influencer" becomes synonymous with self-centered individuals, it’s important to distinguish authentic growth from bought success. Rachel emphasizes the importance of organic growth and integrity, which she achieved through her own unique content and values. The ability to buy likes, follows, and comments has tarnished the credibility of authentic growth, leading to increased cynicism.

The Future of Influencer Marketing

Rachel concludes that while the authenticity and goodness of influencers may be waning, the role of influencers in advertising is here to stay. The high thresholds for success (having 1 million followers or views) mean that only a few can truly reach this level. Though social media careers are becoming less successful, the need for influencer marketing is assured.

The Pivot to Purpose

As the era of massive influencer followings may be coming to an end, the focus is shifting towards meaningful missions and genuine connections. Rachel reflects on her experiences in the social media world, appreciating the opportunities it provided, even as she sees the changes unfolding before her.

Conclusion

While the traditional role of social media influencers is evolving, their potential for driving social change and business growth remains significant. As the landscape continues to shift, it's crucial for influencers to maintain their authenticity and purpose, ensuring their work remains impactful and relevant.