Influencers have become a mainstream marketing channel in recent years, with an increasing number of brands using them as a way to create disruption on social media and target particular audiences. Done well, influencer campaigns deliver impressive results.
However not all influencer marketing is done well and not all influencers are as influential as each other. This, in large part, helps explain recent findings from Savvy’s Shopper Panel which show that nearly three-quarters of all shoppers believe influencers are losing their appeal.
Savvy’s research also finds that shoppers are increasingly turning to local content creators over traditional influencers and we expect this could be a growing trend. Local tends to be highly relevant – and shoppers respond best when relevance is greatest. Shoppers are also increasingly searching for local content – especially when looking for things to do and places to go.
So, does this herald the end of influencers? Certainly not, but it does suggest the role of influencers is evolving and brands need to think carefully than ever about how to deploy influencer talent to ensure appeal and relevance.