The Complex Reality of Influencer Marketing: Balancing Ethics, Authenticity, and Profit | by Aurélien Nancel | Apr, 2023

One of the main criticisms that influencers face is a perceived lack of authenticity and transparency in their content. Many influencers are accused of promoting products or services solely for monetary gain, rather than genuinely believing in their value or using them in their daily lives. This can lead to a loss of trust from their audience and a decline in their influence over time. To counter this, influencers need to focus on building genuine connections with their audience, being transparent about their motives and values, and prioritizing authenticity over popularity.

There are different perspectives on whether influencer marketing constitutes manipulation or not. On the one hand, some argue that influencers are simply leveraging their personal brand and social media platforms to promote products and services, and that their audiences are free to make their own purchasing decisions based on the information provided. From this perspective, influencer marketing is seen as a legitimate form of advertising that is subject to the same regulations and standards as other forms of marketing.

On the other hand, others argue that influencers are exploiting the trust and admiration that their followers have for them, and that their endorsements can be misleading or manipulative. Some critics point to examples of influencers promoting products that they have never actually used or that do not deliver on their promises, or to instances where influencers fail to disclose their paid partnerships with brands.

In terms of the audience’s role, it’s important to recognize that many social media users are highly influenced by the opinions and recommendations of the people they follow. This can be especially true for younger or more impressionable individuals who may not have developed strong critical thinking skills or who may be more susceptible to social pressure. In some cases, influencer marketing could be seen as taking advantage of these vulnerabilities, leading to accusations of naivety or even abuse of power.

Are influencers manipulating their audience or is it a case of audience naivety and vulnerability?

Ultimately, the question of whether influencer marketing is manipulative or not is a complex one that depends on a variety of factors, including the influencer’s intentions, the nature of their relationship with their audience, and the regulatory frameworks in place to protect consumers from false or misleading advertising.

The Role of Values and Causes

Another factor that can help influencers succeed in the long term is a strong commitment to important values and causes. Rather than simply promoting the latest trends or products, influencers can use their platform to raise awareness and advocate for issues that matter to them and their audience. This can not only help build a loyal following but also make a positive impact on society as a whole. Additionally, being aligned with values and causes can help influencers stay motivated and fulfilled in their work, which is essential for maintaining a sustainable career.

Can an influencer who is committed to a “universal” cause attract brand partnerships and product placements?

Yes, an influencer who aligns themselves with a universally recognized cause can attract brand partnerships and product placements. For example, causes like environmental sustainability, mental health awareness, and gender equality are important issues that many brands are interested in supporting. By partnering with influencers who are passionate and knowledgeable about these causes, brands can show their support and connect with socially conscious consumers. Additionally, an influencer’s authenticity and credibility when speaking about these issues can enhance the brand’s reputation and help attract a more loyal customer base.

The Importance of Skill and Expertise

To be an effective influencer, it’s not enough to simply have a large following or a charismatic personality. Influencers must also possess the necessary skills and expertise related to their area of influence. For example, a fashion influencer should have a strong understanding of fashion history, design principles, and current trends. A fitness influencer should have a background in exercise science or personal training, and be knowledgeable about proper form and technique for different exercises.

Staying up to date with the latest trends and developments in their field is also crucial for influencers to maintain relevance and credibility. This may involve attending industry conferences, following industry leaders on social media, or taking continuing education courses.

In addition, influencers should have a deep understanding of their audience’s needs and preferences. This requires a willingness to engage with their followers, listen to feedback, and tailor their content to effectively resonate with their audience. By prioritizing skill and expertise, influencers can establish themselves as credible and trustworthy sources of information and inspiration, and build a reputation that extends beyond their social media accounts.

However, there is a concern that some influencers may not have the necessary skills and expertise to effectively promote certain products or services. This can lead to a disconnect between the influencer’s message and the actual value of the product or service. In some cases, influencers may be viewed as nothing more than modern-day versions of telemarketers or infomercial hosts, lacking the authenticity and integrity necessary to truly connect with their audience.

Is today’s influencer simply a new format of a teleshopping salesman?

The rise of influencers has led some to question whether they are simply a modern version of teleshopping salesmen. While there are certainly some similarities, there are also significant differences between the two.

It’s often more the financial gain from a brand partnership that motivates an influencer, even if they claim to genuinely support the product or service they’re promoting. We’re more likely to believe their authenticity when they turn down products that don’t align with their personal values. It’s uncertain whether their moral principles are as strong in their refusals as they are in the products they promote.