Influencer strategy: How to engage budget-conscious shoppers

What issues are content creators facing?

With content creation under severe scrutiny amidst the cost-of-living crisis, influencers across the board are facing backlash due to out-of-touch content (read more on this here). Sharing luxury products and holidays during a time where many Brits are struggling to heat their homes or put food on the table may ultimately make followers feel that their favourite influencer may be unable to ‘read-the-room’. 

Brands and creators should take steps to adapt their strategy to ensure it ticks all the right boxes when it comes to engaging budget-conscious shoppers, posting products and collaborations with social awareness. 


Why are luxury lifestyles leaving a sour taste? 

The media climate is rife with emotionally charged evidence of how difficult life is right now and influencer culture is at a crossroads when navigating how to evolve during such difficult economic times. 

In just the last couple of months, the latest social media faux pas was taken place by influencer Lydia Millen at the end of last year, after she posted herself checking into the Savoy Hotel after her heating had broken. To avoid losing fans during the cost-of-living crisis - as Brits across the country are struggling to heat their homes, put food on the table and have minimal disposable income - influencer culture must display greater empathy and authenticity towards their followers, with a genuine emphasis on social awareness. Read our co-founder Alex Payne’s conversation with Verge Magazine to see why this is so crucial during the cost-of-living crisis.


Do influencers have a responsibility?

As the UK finds itself sliding into a deeper recession, financial gloom is likely to continue to affect consumers at home - this is no different for (some) influencers, needing to find financial stability. Able to reach millions through their platforms, influencers have a responsibility to tailor the content they post and ensure their message is relatable, well-timed in the current climate. 

Those in the industry are traditionally associated with leading lifestyles of wealth and luxury, a reality that is now out of reach for many. As millions of Brits cut their budgets in order to save, now may be a good time for creators to adapt their content so it does not turn off their audience. 


How can influencer culture evolve during a social crisis?

As users, we have outgrown the culture of perfectionism associated with mainstream social media platforms. Instead, online authenticity is now dramatically reshaping the internet and the way we consume content on our favourite platforms. 

This became clear in our recent study, which revealed that 64% of Brits have lost respect for influencers that are driven by commercial gain and lack authenticity. Valuing un-filtered posts and real conversation over curated feeds and relatable lifestyles, 37% said they identify more with influencers who post with a social cause at the heart of their output. It shows just how vital it is for content creators to use their platforms to make a positive difference in society through relatable messaging.

Consumers also want to see themselves reflected in the creators they choose to follow, with our data revealing that 25% of Brits saying they only follow influencers who share the same beliefs and values as them.


A final note from our founder Alex Payne

In a conversation with Huffington Post, Alex shared that competition amongst influencers has been growing over the last couple of years, especially with the introduction of paid partnerships. This has left many content creators in the position of choosing between their genuine interests and the paid opportunities they are served with. 

Authenticity has quite rightly become king and disingenuous content has become increasingly easier to spot. Finding influencers that are right for your brand, is absolutely essential for a successful campaign. 

We passionately believe that relationships between brands and influencers can be built on love, not money and provide an alternative to traditional, paid routes for content creation. Find out how our platform connects and creates mutually beneficial and lasting relationships regardless of the current climate here.


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