Flash and unattainable influencer content is losing its grips with consumers while de-influencer marketing continues to make an impact.
Almost a quarter (24%) of respondents aged 25-34 years old and nearly a fifth (19%) aged 16-24 have unfollowed accounts they felt presented a lifestyle not relatable to them.
Speaking to over 2,000 consumers, the new research from Accenture Song sheds light on the impact of ongoing financial challenges, such as the cost-of-living crisis.
It found that the impact of influencer content is waning, with people more likely to ignore content from influencers (20%) and nearly one in five (16%) stating they’re less likely to watch influencer content during the higher cost-of-living crisis.
A fifth (21%) of respondents said they were less likely to be swayed by influencers’ content and recommendations while 20% were more likely to skip past advertising content from influencers.
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In addition, nearly a quarter (22%) of consumers have engaged with ‘de-influencer’ content – which questions the necessity of brand and services, and encourages people not to purchase unnecessary items.
The research was accompanied by Accenture Song’s survey with marketers which found, among senior marketers at consumer-facing brands, 51% expressed concerns about how deinfluencing could impact their brand, and a further 53% altered plans or campaign activity as a result.
Surprisingly however, despite this shift in consumer attitudes towards influencer content, two thirds (65%) of senior marketers have spent more on content over the last 12 months.
“We’ve all seen the shift from influencers to creators; from perfectly curated feeds, and only showing life’s ‘best bits’. To storytellers and entertainers, sharing more of their lives,” said Accenture Song executive creative director, Vix Jagger.
“This year, however, has signalled an even bigger shift towards not just a warts-and-all approach but a willingness to call out polished content and unrealistic lifestyles especially, against the backdrop of trying times. It has prompted a much-needed reassessment of the social and influencer landscape and put values front and centre once again for brands.”
The research comes in the wake of a series recent financial strains on consumers, including the cost-of-living crisis, Brexit, and the Covid-19 pandemic.
