With content creation under severe scrutiny amidst the cost-of-living crisis, influencers across the board are facing backlash due to out-of-touch content. Amid a backdrop where the media climate is rife with emotionally charged evidence of how difficult life is right now, influencer culture is at a cross-roads when navigating how to evolve during such difficult economic times. Just this week, the latest social media faux pas committed by an influencer involved Lydia Millen for checking into the Savoy Hotel after her heating had broken. For the culture of the industry to evolve, value exchange platform, Room Unlocked argue that in order to navigate the cost-of-living crisis, influencer culture must display greater authenticity, with an emphasis on social awareness.
As the UK finds itself sliding into a recession, it seems as though this state of financial gloom will continue to affect consumers at home. Able to reach millions through their platforms, influencers have a responsibility to tailor the content they post and ensure their message is well-timed in the current climate. With those in the industry traditionally associated to leading lifestyles of wealth and luxury, a reality that is now so out of reach for many, how does influencer culture evolve amidst a social crisis?
As users, we have outgrown the culture of perfectionism associated to mainstream social media platforms meaning online authenticity is now dramatically reshaping the internet and the way we consume these channels. Further highlighting this, national research by Room Unlocked revealed 64% of Brits say they have lost respect for influencers that are driven by commercial gain, and lack authenticity. Valuing un-filtered posts and real conversation over curated feeds and relatable lifestyles, 37% said they identify more with influencers who post with a social cause at the heart of their content – highlighting the need for content creators to use their platforms not just for financial gain, but to make a positive difference in society. Consumers also want to see themselves reflected in the creators they choose to follow, with 25% of Brits saying they only follow influencers who share the same beliefs and values with them.
“Influencers are earning less because brands are being more cautious with their spend, ensuring they connect with the right creators who align with their values and also those of their customers. Influencers who are going to survive and thrive in the current climate are those that have a social cause or genuine passion at the heart of their voice and the content they create, rather than just posting things that they’ve been paid to advertise. Authenticity has quite rightly become king amidst an industry that has been awash with disingenuous content throughout the years and this is becoming increasingly easier to spot.”
“Another crucial trend that’s causing influencers to report a reduction in earnings is the simple fact that there are far more of them now. There’s been a wave of people leaving their jobs to chase this career path meaning there’s more competition by way of choice and as such, brands can pay less. Room Unlocked passionately believes that relationships between brands and influencers can be built on love, not money and provide an alternative to traditional, paid routes for content creation. We provide a platform for people to connect and create mutually beneficial and lasting relationships regardless of the current climate.”
Alex Payne CEO and co-founder of Room Unlocked
