NB

The idea of influencers and becoming influencers on apps such as TikTok and Instagram, has increased over the last few years. Everyone wants to grow a platform and a following to become a popular influencer where they can make money and engage with their audience online. Once an influencer’s career takes off brands immediately want to work with them and use their platform for their social media marketing. An article from Statista states, “In 2023, social media ad spend stood at approximately 270 billion U.S. dollars, with the expenditure expected to surpass the 300-billion-dollar mark by 2024.” Brands have shifted their marketing focus to influencers and social media marketing as it has proven to be more effective than traditional billboards or TV commercial advertisements. However, once an influencer’s platform grows, they flood their account with brand deals, advertisements, and paid partnerships. This takes away the relatability aspect of their platform as their account begins to look more like an advertisement and less like a genuine influencer. Having paid partnerships with brands makes sense when the influencer has expressed that they like a brand and that they use their products, but the issue lies when an influencer posts a brand deal with products that they would never use themselves. The content that viewers want to see has shifted recently and now people look for an influencer who is relatable and has a niche that draws an audience in and sets them apart from other influencers.