This is the last thing Caroline Calloway needs right now.
for sponsorship, weeks in advance. Fuchs got both the romantic and online engagement she’d been hoping for , but at the cost of becoming a poster girl for the greedy consumerism associated with the mainstream understanding of what an influencer is.in July 2019 show engagement rates on sponsored Instagram posts have dropped, on average, by 2% since early 2016. For sponsored travel posts, once regarded as one of the most lucrative influencer niches to weasel into, that decline has doubled.
While lifestyle, mommy and travel influencers who personify the millennial pink, avocado brunch, beach girl Instagram aesthetic are dying off , a new wave of younger teen influencers are emerging."The whole idea of the influencer is solidified in Gen Z," says Taylor."Teens are so good at commanding attention.”. Hardly indicative of a sickly constitution.
“Gen Z don't care about engagement," says Mike Hondorp, Chief Marketing Officer at Whalar, an influencer marketing agency."TikToks are around six seconds, they’re just what they did in the last hour -- who cares about engagement when it’ll be gone soon? This idea of ephemerality is mirrored in the growth of Instagram stories, the fastest growing product in Instagram’s entire history. It's gained more than the entire global population of Snapchat users in under a year.
Partly, the change is a natural rebellion against the hyper-curated style that’s gone before. The millennial pink aesthetic of the first wave of Instagram influencers is at least four years old now. In internet terms, that’s a lifetime. At least long enough to get sick and tired of it. “Instagram got so saturated with perfect imagery,” observes Taylor Lorenz.
That rebellion is taking the form of"micro influencers". People are flocking to hyper specific influencers that really resonate with them and feel almost like a personal"discovery". And the best examples are those who present themselves with apparent nonchalance and a disregard for the rules that have governed the influencers who’ve gone before.
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