Table of Contents
Looks Like People No Longer Want To See The Money!
Experts claim “influencer fatigue” is weighing on young people who desire authenticity as inflation rises and obtaining a regular income becomes more difficult.
On February 29, Tarte Cosmetics sent 30 people on an all-expenses-paid trip to Bora Bora. From a private plane journey filled with champagne and caviar to opulent accommodation in overwater villas, producers cranked out content about the sumptuous excursion, pushing Tarte along the way.
Tarte has been sending influencers on vacation intermittently for years, with destinations ranging from Turks & Caicos in 2015 to Florida in 2022. When the cosmetics company invited a group of 50 influencers to Dubai in 2023, it was chastised as “tone deaf” for displaying lavish riches during a time of economic downturn.?
Investing in Relationships?
But the issue did not deter Tarte from implementing the same influencer trip approach in 2024. Maureen Kelly, the brand’s CEO, told Business Insider that the company prioritizes the “power of genuine connections over flashy advertising,” preferring to “invest in relationships” over a $7 million Super Bowl ad.
According to Adweek, this is the “social media stars marketing recipe”: creators share social media postings that associate the company with sunshine and pleasant vibes, allowing the business to reach a larger audience than it could have alone. Tarte may now be famed for its costly brand travels, and some consumers who may buy in their products believe the lavish influencer spending is tone deaf.
Are influencers losing their power among Gen Z?
People may discuss Tarte’s influencer marketing long after their contentious brand tour content has gone viral, but influencer weariness is increasing. Influencers with large followings may have the greatest potential audience for companies, but young people are becoming disillusioned with artists they cannot relate to.
According to statistics, 45% of people aged 13 to 22 believe influencers no longer have the same impact they once did. Approximately 53% stated they were more willing to trust recommendations from strangers online than creators with significant followings.
Influencer marketing formerly provided an alternative to traditional celebrity marketing. Celebrities captivate us as salespeople due to the psychological phenomenon known as the halo effect. We presume that someone who is talented or beautiful is also well qualified in other areas, which increases sales. Influencers, who are powerful but not widely recognized, provided a more relatable and accessible option. They are far enough apart from celebrities that we can relate to them—until we can’t.
Mira Kopolovic, global director of cultural insights at creative agency We Are Social, told Yahoo News that while lavish social media stars sell us a dream, research shows that the “dream” is “no longer persuasive for most young people, many of whom feel shut out of social mobility, opportunity, or a viable future altogether.”
“Luxe social media stars still have their place: either as escapist fantasies or as aspirational figures for the most optimistic viewers,” she went on to say. “But as a society, when people feel like they have fewer opportunities in their own lives, it’s harder to see themselves in the success of others.”
The Relatability Factor
People find it difficult to distinguish between social media stars they follow for escapism and influencers they relate to due to the evolution of social media sites throughout time. Previously, on platforms such as Instagram, users had to follow accounts to see influencer postings in their feeds. Now, applications like TikTok utilize an algorithm to show users posts based on what their behavior says they might like, introducing them to influencers they haven’t seen before or have decided not to follow. Negative engagement is still considered engagement, therefore avoiding social media stars is tough under this strategy.
The term of “de-influencing” gained traction in 2023 when content creators fought back against the notion that influencers were continuously attempting to persuade users to buy stuff, particularly on TikTok’s purchasing bazaar, which is now integrated with its home feed. De-influencers advise against the use of specific items.
@overcoming_overspending here for another ✨deinfluencing✨ moment #deinfluencing #deinfluencer #deinfluence #overspending #overspendingmoney #consciousconsumer #moneytok #moneycoachforwomen #savemoneytips #spendless #shoppingaddict #compulsiveshopping #compulsiveshopper #creditcarddebt #debtfree #impulsebuying #impulseshopping ♬ original sound – Paige-Overcoming Overspending
Amy Zehren, a Gen Z trendspotter and head of growth at virtual experience business Basket Entertainment, told Yahoo News that “authenticity is key” when it comes to social media stars.
“The shift towards relatable content over extravagant displays, as seen with Tarte Cosmetics social media stars in Bora Bora, reflects Gen Z values of personal engagement and genuine storytelling,” she went on to say.
Branding is crucial, but brands must be relatable in order to appeal with Generation Z.
Stay updated on all of the latest news by subscribing to the ITP Live newsletter below and by clicking the push notifications.
