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WHAT IS IT?
Users have had enough of staged morning routines and transactional endorsements. Influencer culture isn’t ‘niche’ anymore and
the authenticity of ‘influencers’ is being called into question.
In 2019, we saw the rise of ‘shitposting’, a documentary about the Fyre Festival, the rise of ‘vlogpologies’, as well as audiences
starting to fight back by calling out faked and photoshopped content.
In the Gartner Hype Cycle influencer marketing appears to have reached the Trough of Disillusionment.
To help get to the Plateau of Productivity brands need to work with influencers to ensure there's a clear value exchange for both
the influencers and their followers.
10bn USD
The predicted size of the influencer
marketing industry by 2020
Percentage of consumers aged 18-
34 have been swayed in their
decision-making process by digital
influencers
61% +22% YoY
Consultancy, Influence 2020
Influencer marketing was the fastest
growing online customer acquisition
channel in 2018.

Published in: Marketing
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