Estimated reading time: 0 minutes, 46 seconds

Has Influencer Marketing Jumped the Shark?

Influencer marketing is on the decline, as viewers trust influencer recommendations less and less, according to a recent article in Rolling Stone.

arrow 98577 1280Young consumers are increasingly seeking more meaningful interactions with brands. Instead of focusing on influencers, marketers should be investing in growing their own online communities.

Many Gen Zers are looking to the comment sections and forums for insights—as well as their peers—before making purchasing decisions.

“What I have learned during my time building online communities is that to successfully communicate with Gen Z, your brand must learn to live in its online communities,” writes article author Robbie Murch, founder of Bump, a London-based marketing firm. “Not only are barriers to entry low, but there is evidence to suggest ‘that Gen Z feel more confident online when using community focused social apps like Discord or Twitch over feed apps like Twitter, Instagram or Facebook.’”

Read the full article from Rolling Stone.

Read 265 times
Rate this item
(0 votes)

Visit other PMG Sites:

PMG360 is committed to protecting the privacy of the personal data we collect from our subscribers/agents/customers/exhibitors and sponsors. On May 25th, the European's GDPR policy will be enforced. Nothing is changing about your current settings or how your information is processed, however, we have made a few changes. We have updated our Privacy Policy and Cookie Policy to make it easier for you to understand what information we collect, how and why we collect it.