Can We Trust Influencers and Celebrities?
The constant barrage of content produced by influencers and celebrities is at a fever pitch on social networking platforms. Chances are you can’t scroll on TikTok or Instagram at this very moment without seeing a celebrity announcing a new business venture or an influencer with a paid partnership. Persuading consumer choices and preferences greatly outweighs the leisure social media was originated with. But are we to put trust in the words of an influencer or a celebrity?
Influencers and content creators formerly consisted of a miniscule portion of social media users, but now consist of an expanding and lucrative industry. Affiliate programs and endorsements by public figures now play an integral role in the marketing strategies as well as reach for many brands in the marketplace. But such power of influence over a large group of people has shifted the perspectives of consumers, who’ve become considerably less willing to be influenced.
The line between a genuine recommendation and sponsored content has become blurred over time, especially as influencers struggle to convey a sense of authenticity. Consumers are often left at a crossroads when determining if an influencer or celebrity is sincere in their intentions, but their skepticism is well-founded. Intensified consumerism and inflation can be attributed to this shift in the mindsets of consumers as well. Consumers have become less impulsive with purchases and how they allocate their money; some public figured-back products tend to be a hit or miss.
Above all, trust is nuanced and distinctive based on the person in question; it shouldn’t be perceived as a black and white subject as there can be a gray area. Celebrities who already have established businesses and are proven to deliver on the business acumen and satisfaction, meaning it may be an afterthought to gain consumer trust. The same can be said for micro influencers compared to macro influencers, namely because they tend to be more honest and don’t put on a persona for social media. Micro influencers know their audience relies on them, so they won’t endorse a product or brand they don’t believe in or use themselves.
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