Has Influencer Marketing Peaked?

Posted 11th September 2020

There’s no doubt that influencer marketing is abundant; scroll or browse through any social media for a couple of minutes and you’re guaranteed to see at least a few sponsored posts from influencers.

Some outlets have contended that influencer marketing has peaked in its life-cycle and can only go downhill from this point. Their arguments typically tend to stem from the notion that younger generations are becoming more aware of the ways in which they are being influenced. This ultimately means they’re less likely to make a purchase or trust the opinion of influencers, as it can seem fake to them.


Here at Saulderson, we’re of the opinion that influencer marketing hasn’t run its course – it’s simply evolved. Just like any other form of marketing, consumers become adjusted and familiar with the marketing techniques used and stop listening to them as a result. Over time, those working within the sector adapt and change their marketing strategies to fit the needs of the consumer and do what works best for them.

In the case of influencer marketing, it’s widely acknowledged and accepted that Gen-Z consumers do typically scrutinise more and are slightly more sceptical before buying something. This seems to be the case in response to larger mega or celebrity influencers with millions of followers, as they deem them to be less genuine in their opinions. In response to this, influencer marketing has shifted towards prioritising smaller influencers as well, with more of a focus on mid-tier or micro influencers. Younger audiences tend to find creators of this size more trustworthy, honest and “real” in their opinions.


Connecting with these younger audiences goes further than the type of influencer though, with outlets noting that Gen-Z consumers enjoy interesting campaigns that utilise video, creative, visual platforms like YouTube, Instagram and TikTok and making use of storytelling. The best thing to do to capture (and hold) their attention is to create a visually appealing and fun campaign that stays in their memory through either an emotional connection or that has piqued their interest through its narrative.


To summarise, influencer marketing really isn’t over, it’s only just beginning to develop and we can’t wait to see what the future holds for this exciting industry.