For major brands, partnerships with celebrity influencers have become an indispensable part of their marketing strategy. As a result, thousands of influencers came forward to cash in on their visibility.
Recently, however, we’re seeing signs that influencers can’t influence anymore; that the world may be done with traditional top-down influencer marketing. In fact, recent studies have found only 3% of consumers are influenced by celebrity influencers to purchase specific products.
So, what’s driving this change? Why are so many people switching off on influencers?