I think the time of the influencer is fast approaching a downhill slope, if it’s not already. There’s several things at play:
-A lot of people are wanting to become influencers/ spending money on followers. The more people who are able to do your job the more risky it becomes.
-Businesses can’t necessarily easily track how lucrative influencers are. This is driven by how disconnected teams are within businesses but also the social media platforms themselves. Instagram and Facebook are notoriously tight on data sharing and figures. Profitability isn’t going to accurately come light easily- especially post covid. Most sales forecasting models have been shot down because of how unprecedented the last few years have been
-Messages from influencers are now getting into cognitive dissonance territory. They tell us not to believe everything you see on SM but in the next post to buy what they’re selling. They pick apart beauty standards yet sell you gym plans, makeup, skincare.
-Purchase decision making has shifted- it’s not about customer service or recommendations anymore (depending on the category and value of the purchase). Now more than ever it’s price and being able to browse for yourself. The journey is cutting out the influencer because people have to be more conscious and in control of their own spending.
Alice should just concentrate on what she brings to the table that is unique and she excels in. And sadly a fitness app, being a fashion hun and having no brand integrity isn’t it.