When One of Instagram’s biggest influencers decides to “Get a real job”, you know the influencer marketplace is in trouble.
One of the biggest social media influencers, The Fat Jewish, has a word of advice for people hoping to make it as an influencer. In an interview with CNNMoney, he suggests that it is time for influencers to start looking for a real job.
According to The Fat Jewish (Josh Ostrovsky), “Everybody just wants to be an influencer now. Nobody wants to get a job… Everybody’s just like, ‘Wait. I could go out and like hold those like hair enhancement gummies’ or ‘I can go out and like hold a product, and I can make money. I just think people need to learn how to actually build things from the ground up. … That will take you farther than the internet.”
This comes on the heals of Josh launching a new brand of wines that aim to disrupt the wine industry with playful and out of the ordinary names like White Girl Rose and Family Time Is Hard.
But it’s not just him, other large influencers can agree that in the age of fake news, and digital fatigue, influencer marketing is loosing traction among young demographics.
It used to be that people would look up to influencers and took suggestions and promotions they posted to heart. Now young people are able to quickly identify real posts and discussions from paid posts, and are able to quickly see through deceiving or branded content.
If celebrity influencers are losing the ability to connect with their fans, what is next for social media outreach? What if instead of shelling out your marketing dollars to Kendall Jenner or Arielle Charnas, you hand the microphone to your customers and employees instead? Focusing on user experience and satisfaction first can allow you to use your customer base as a network of passionate ambassadors who understand your offering and can speak about it directly with their networks.
Are you currently relying on influencers as part of your digital strategy? If so how do you plan to shift your focus in 2019?
TL;DR;
- Influencer marketing is loosing traction among young demographics
- Celebrity influencers are losing the ability to connect with their fans
- Instead create a network of passionate ambassadors who understand your offering and can speak about it directly
Last modified: December 31, 2019
