"Influencer profession faces decline: Brands opt to distance themselves from full-time influencers"
Raina De, the founder of Marque & Brew, has noticed a significant change in the influencer industry. Influencers, who typically build their niche based on looks, content, and follower base, are now seeing a shift towards longer-term partnerships instead of one-off collaborations with brands.
According to De, this change is happening too quickly for influencers to delay action. She believes that the industry is moving towards a more authentic approach, where the person's real-world expertise backs their influence.
This shift is evident in the emergence of professionals, such as bankers, lawyers, entrepreneurs, activists, and doctors, as new influencer stars. A user commented that influence without substance was always on borrowed time, and careers are the new credibility. De responded by saying that careers were always the only credibility, and they lost their way for a bit.
De also pointed out that influencers often collaborate with multiple brands, leading to brand dilution. This is particularly noticeable in the B2C-dominated influencer market. To combat this, users have observed that brands will move away from flat fees and towards payment based on measurable outcomes when working with creators.
Luxury brands, in particular, are changing their approach to collaborations with influencers. Brands like Burberry, Tiffany & Co., and Gucci are now collaborating with influencers who have established themselves as creators in the fashion, beauty, lifestyle, dermatology, and niche subcultures like #fashiontok or #skintok. These creators, with their specialist communities and trustworthy content, are successful in collaborating with luxury brands.
De encourages careerists to create content, predicting a shift in the influencer landscape. By 2027, she predicts that brands may avoid collaborating with influencers without a full-time real-world career. This move towards authenticity and expertise is a welcome change for many users, who believe it will lead to a more trustworthy and engaging influencer community.
One user mentioned an instance of Mashreq bank collaborating with a financial advisor who creates content on Instagram. This collaboration is a testament to the growing trend of professionals leveraging their expertise to influence and engage with their audiences in a more authentic and meaningful way.
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