Influencers are so highly sought-after by brands because human recommendations boost credibility, visibility, and loyalty. Rather than shoving banner ads and pop-ups in consumers’ faces, brands are able to create personal connections with shoppers.
Unfortunately, nothing gold can stay. As influencer marketing has grown, it’s begun to carry a stigma. Brands and influencers alike have become giddy with power and started to take advantage of consumers’ trust.
It’s become harder for consumers to trust what they see and read. The age of internet innocence is over, and consumer cynicism is bad for business. Ethical brands are suffering because they’re being tarred by the same brush as deceptive marketers.
Online shoppers and surfers need to be able to decipher the good from the bad and the transparent from the deceptive.
We must hold each other accountable on social media. We all have a part to play in making the internet a more socially responsible place.
Read more on how we can call out shady dealings and why I feel leadership is not just about ability — it’s about responsibility, in my recent article published by PerformanceIN Here.