A few years out from the pandemic, some of the stresses it evoked have diminished; we can go out to eat freely and find all the toilet paper we need at stores. But as surviving businesses have sought to regain their pre-pandemic status and keep pace with rising demand, workers across many industries are busier than ever. In addition, the increase in consumer prices that began during and persisted after the lockdowns keep imposing a sort of ongoing, unavoidable stress on everyday consumers, leading to widespread feelings of weariness and fatigue. 

Whether as a result or a manifestation of such weariness, “influencer fatigue” also has emerged as a growing trend. Scrolling mindlessly and disappearing into social media once offered an appealing a form of escapism, but social media audiences increasingly express disenchantment with influencers, especially those who flaunt wealthy, devil-may-care lifestyles. As they deal with their daily challenges, more and more users are indicating a preference for everyday, accessible content instead of aspirational, unrealistic portrayals. In one recent survey for example, 53 percent of people between the ages of 13 and 22 years (i.e., key target markets for social media influencers) indicated that they trusted recommendations from real people in their own lives far more than those offered by mega-influencers with vast followings. 

Marketers, dedicated to giving consumers what they want, have paid close attention to these signals. Tarte Cosmetics, one of the first brands to respond to such changing expectations, has radically altered its social media positioning. Starting around 2015, Tarte began sending popular lifestyle and beauty bloggers on lavish vacations, replete with private jets, champagne, and overwater bungalows. In return, the content that these influencers created while on the trips provided the company notable boosts in sales every year.

But in 2023, Tarte also was targeted by criticism when it sent 50 influencers to Dubai. Citing the displays of extravagant wealth, and the associated lack of acknowledgement of the cost-of-living crisis affecting most people, consumers disparaged the trips as “tone deaf” and contrary to their own personal values. In response, Tarte’s CEO Maureen Kelly issued an apology; even further, she pledged a company commitment to investing more in genuine connections rather than trendy advertising ploys.

In addition to resulting from economic pressures and generational specificities, such that younger generations feel excluded from the notion or possibility of upward social mobility, influencer fatigue seemingly stems from a value-based consumer shift. Young consumers of Gen Z prioritize personal engagement and genuine storytelling over other types of content. Once seen as a relatable alternative to traditional celebrity endorsements, influencers instead are losing their claims to authenticity, particularly when their followings grow into the millions and their lifestyles appear even more inaccessible. 

To combat such negative attitudes among their audiences, some influencers have embraced “de-influencing” trends, including posting content in which they emphasize the dangers of overconsumption and constant promotion. Leveraging their experiences and personal expertise with luxury markets, many former luxury influencers have sought to capitalize on newfound skepticism toward social media marketing by warning people against following the same paths that they once cleared.

As is true of any marketing strategy, the survival and effectiveness of influencer marketing requires the ability to evolve to meet changing consumer demand. Brands and influencers need to work together to develop marketing campaigns that establish sincere authenticity and relatability, if they hope to appeal to consumers who need a break and some meaningful inspiration. 

Discussion Questions

1. Have you ever followed luxury influencers? Do you still? Why or why not?
2. Should brands prefer mega-influencers with millions of followers or micro-influencers with far fewer followers, considering these recent trends?
3. Suggest three ways influencers might adjust their content to meet changing expectations.

Sources: BB Boring, “The Rise of Influencer Fatigue: How it’s Transforming Media Consumption and Festival Culture,” Radio Free Hub City, April 12, 2024; Kelsey Weekman, “Influencer Fatigue Finds its Next Victim: Coachella 2024,” Yahoo News, April 12, 2024; Kelsey Weekman, “‘Influencer Fatigue’ Is Real. Here’s Why People Are Getting Tired of Watching Internet Personalities Post about their Lavish Lifestyles,” Yahoo News, March 15, 2024; OpenAI ChatGPT, “Assistance with Research on Influencer Fatigue,” May 19, 2024.