Consumers feel fatigued by repetitive influencer content

Consumers are beginning to feel fatigued by repetitive content (47%) and lower quality content (23%) according to new research from Bazaarvoice. This is particularly the case for influencer marketing.  Of the 4,000 European survey participants, 49% of UK customers and 68% of French customers now expect to see new content from the influencers they follow each day.

“At the core, Influencer Marketing is really intended to be about word-of-mouth, a timeless tradition of sharing our latest discoveries and preferences,” explained Joe Rohrlich, General Manager of EMEA at Bazaarvoice.

“However, it is clear that the current use of Influencers can stray from that value of authenticity, as monetary rewards and consumer savviness bring the believability of Influencers into question. It is clear that influencers need to work towards improving the quality and authenticity of the content they produce. There is a balance to be struck with advertisers and audiences, promotional content and the results than can reasonably be expected and achieved.”

Influencer content has taken off over the last few years with 52% more people now viewing such content than in 2017. Among the most popular influencers are entertainers such as comedians, sports personalities and gamers (62%).

However, the majority (62%) feel that influencer content may be taking advantage of an easily impressionable audience. Indeed, respondents found it too materialistic (55%) and misrepresentative of real life (54%). Germans were particularly critical with 32% saying that influencers did not promote ethical behaviour.

They may have a point given the growing number of studies uncovering fake followers on influencer accounts.

The survey uncovered that 49% of consumers agree that there’s a need for stricter rules on content and more effective regulation of the job of an influencer.

“At the same time, four out of every five UK respondents is more likely to trust a customer product review over a well-known influencer or even an independent critic. For social media stars and brands, sharing the workload with real customers is a win-win, Rohrlich concludes.

Although 92% of European consumers interact with influencers, 43% of them have not yet made a purchase based on their recommendations. The report concludes that more defined rules and guidelines may be necessary to improve the consumer experience.

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