Tirupati: Once a revolutionary force in brand promotion, influencer marketing is now facing an unexpected challenge — growing skepticism from consumers. What once felt like genuine recommendations are now taken with a pinch of salt.Over the past decade, social media platforms like Instagram, Facebook, YouTube, ‘X’, and LinkedIn have transformed ordinary users into influencers, shaping consumer behaviour. Brands initially capitalised on this trend, boosting engagement and sales. However, audiences are now more discerning, prompting companies to reassess their approach.A survey by iCubesWire among 2,987 Indian consumers in metro cities highlights this shift. While 50 per cent of those interviewed initially trusted influencer content over celebrity endorsements, they are now skeptical. About 45 per cent have lost faith in influencers promoting unrelated products, while 32 per cent are irritated over repetition of content.The overuse of influencer-marketing has led to ‘ad fatigue’, where excessive paid partnerships diminish authenticity. Despite 82 per cent of the respondents acknowledging the impact of influencers on purchasing decisions, their engagement with promotional content is declining.Posts tagged #ad or #sponsored typically see lower interaction than organic content. Regulatory actions have also fuelled skepticism. The Securities and Exchange Board of India (SEBI) has tightened norms on financial influencers, raising questions about the credibility of influencer-driven content.Another iCubesWire survey of 1,000 participants revealed that 53 per cent do not trust influencer content, with only 13 per cent fully trusting it. Despite the decline in trust, opportunities remain for influencers who maintain transparency. The survey found that 47 per cent still trust influencers to varying degrees, though 37 per cent believed endorsements were never genuine, 36 per cent thought they were occasionally authentic, and only 11 per cent found them consistently trustworthy.The gap in trust between large-scale influencers and niche creators is also stark. Some 84 per cent of consumers prefer influencers with under a million followers, favouring nano and micro-influencers over widely recognised personalities. “Consumers today seek relatable content. They are more likely to trust an influencer who interacts with them consistently rather than someone with millions of followers endorsing multiple brands in a short span”, noted digital marketing consultant Ananya Sharma.Consumer preferences are also shaping content formats. While influencer marketing initially thrived on short-form content, audiences now demand more detailed insights. According to the survey, 43 per cent now prefer videos around 2 minutes long, while 35 per cent favour content exceeding 20 minutes.“People want storytelling, not just quick product placements. When I focus on a detailed review rather than a 20-second reel, my engagement rates are noticeably higher,” says lifestyle influencer Priya Reddy.Psychologically, users are experiencing cognitive ad fatigue. Studies show that repeated exposure to similar content desensitizes the brain, causing it to ignore or skip such posts. Initially, influencer posts felt like personal recommendations. But, now, with every other post being promotional, users instinctively scroll past branded content. This decline in engagement is compounded by a loss of perceived authenticity.The shift is evident in local business circles. Small and medium enterprises, once reliant on influencer marketing, report declining returns. “Our café’s weekend footfall used to double when an influencer posted about us,” says Ravi Menon, owner of a popular bakery in Tirupati. “Last year, the same posts stopped driving results, forcing us to rethink our marketing strategy.”Experts recommend refining influencer collaborations by emphasizing authenticity and engagement. The survey found that 41 per cent trust influencers with domain expertise, while 40 per cent prefer those who build strong personal connections. Instead of one-off sponsorships, brands should foster long-term partnerships to sustain credibility.Despite these challenges, marketing experts believe social media remains vital for businesses— that’s, if they adapt. “Brands must move beyond transactional influencer relationships and focus on organic, long-term collaborations,” suggests Sharma. “By prioritising authenticity and audience trust, businesses can navigate the evolving landscape of influencer marketing.”
Source link
