On social media, users are constantly bombarded with videos or photos of product recommendations, hauls, unboxings, extravagant influencer trips (like Tarte in Bora Bora again) and creators directing them to their TikTok Shops and Amazon storefronts. But influencer marketing is undergoing a major transformation because young people are simply growing a bit tired of it—enter influencer fatigue. For brands, this might sound like a full 180 from just adapting to partnering with whoever is hot on TikTok this month and feel a little scary, but it’s a necessary move to stay engaged with young consumers who just want to see people more like them. YPulse data shows that influencers are still the top way that young people are being influenced to buy products on social media. But despite the massive exposure influencers bring, that doesn’t necessarily mean viewers love seeing them or trust their recommendation. (The latter especially.) In fact, 78% of young consumers agree, “I care more about what my friend buys than what an influencer buys.” Seeing...
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