The Influencer Bubble

Recently I have done some delving into what is reffered to as the Infuencer Bubble. A Phenomenon set on the brink of an inevitable implosion that will most likely redefine the marketing landscape as we know it.

I first feel it vital to explain where the problem is derived from, which is of course influencer marketing and its hold on how we make purchases. The concept of a review from a trusted friend or relative is a age old concept but this axiom is illprepared for the introduction of monetary value to someones seal of approval.

Influencer marketing first gained popularity in the early 2000s where companies sought to reach the untapped demographic of 18 to 30 year olds, a demographic watching less TV and listening to less radio, the common medium of marketing then.

Whilst having lower incomes this demographic were more frugal with their money, which posed favourable to those wishing to seperate them from their cash. As this demographic started to watch youtube and their social platforms took hold, companies saw the opinions of those the youth were watching as fruitful advertising.

Now forward 20 years later audiences are starting to disregard products and reviews from trusted individuals when they see that fateful #ad in the corner. This poses the concept of our socio-economic bubble.

But what does a bubble mean?

Typically a bubble is where an asset is no longer valued on its statistical economic returns but on the heresay of those not willing to dispute its future. Those familiar with the 2008 housing crisis will remeber the common principle that "real estate cannot fail, the housing market is a sure thing".

Now as we see companies peddling money to these influencers because influencer marketing is a "sure thing",they only inflate this bubble further. When consumers loose trust, and influencers loose credibility, we will see companies becoming more desperate to achieve their previous results.

I of course am no expert and cannot say the specific impact this will have upon our media, however I must paint myself intruiged to see this bubble POP!

Thank you for reading, Ziggy.