Fyre Festival has become synonymous with everything that can go wrong in social media. Fyre Media and Jerry Media capitalized on millennial consumption habits through its use of influencers and aggressive community management in order to mislead consumers.
Influencer marketing’s explosive rise resulted in the destruction of one of its hallmark values: authenticity. However, it’s social media stars themselves who might be our only hope to bring the “real” back to influencer marketing in 2019. We break down five influencer trends for the new year that hint at a positive upswing.
Influencer marketing is so successful because it’s a means for brands to interact with specific audiences in an authentic way through advocates that consumers trust. Virtual influencers are emerging as the new social media celebrity, bringing up issues in transparency and authenticity in how brands work with them.
Influencers are leveraged by brands for both their creative value and loyal following. They can boost a brand’s image as their loyal followers place an extraordinary amount of trust in endorsements. When brands and influencers pair up, they produce the perfect storm for social media success. Influencers are not just the future of marketing — they are a new arm of distribution.