heretoreaditall2019
VIP Member
Your username always makes me smile -Totally agree.
I feel like I want to do something, but I don’t know what, write to the ods favourite brands?
I'm personally seeing both SODs and the wider influencer market as a longer term problem to crack which I appreciate is not helpful at all. But immediately I'd honestly say the best thing is to block them, even if they just appear on your explore page you count as +1 for their reach, which is their monetisable product.
What I’m going to do now when I see brands I spend with sending influencers gifts is get in touch with marketing / c level (LinkedIn stalk) with my order receipts attached and just say what I think in a polite and constructive way - which is that I’m a customer paying 100% of RRP for products with them, recommending to friends etc, and I really resent subsidising middle class families being showered with gifts and would rather see brands up their corporate social resp budget instead and gift those plants to... a care home, or a nursery school, etc. And that I’d love to engage in a convo with it if they would like, but realistically can’t foresee me shopping somewhere again that does this as I don’t want to be subsidising those who are capable of budgeting to buy the goods just like the rest of us
Obviously I’m not delusional enough to think that they’ll send the bailiffs in to reclaim their freebies, but I think post covid especially there’s been a real awakening against consumerism and influencers. If brands know that the public’s attitude is changing then they’ll have no choice but to adapt, it sort of happened back in the day with the backlash Zoella / the mega influencers saw, with brands moving towards more effective microinfluencer partnerships. Hopefully this’ll force them to evolve beyond showing off excessive surroundings gifted for free & telling us we should buy it (in part to recoup the brand’s outlay on those guys’ goods ).
Also edit - I tend to think it’s the lower end of the market really pushing influencer content these days. It started off a bit cheap and grubby with flat tummy teas and toothpastes and then elevated itself, most luxury brands (I work for one lol) have seen really poor ROI as their audience don’t actually have the means to buy, they just love peeping on the lifestyle and buying dupes tbh. I don’t think there’s much of a future in it outside of that, but the mama market is a cult unto itself with all the insecurities motherhood brings so who knows. The SODs have aged out of that market though