Is this the era of mega influencers over? Young social media users are less receptive to this kind of content than they once were.
It's not smooth sailing when it comes to the relationship between young online consumers and influencers. According to a recent YPulse* report, young people aren't as trusting of the most popular content creators as they once were. Forty-four percent of 13-39 year-olds even believe that influencers don’t have as much power as they used to.
In fact, one of the findings takes this concept even further, as many young people don’t really care how many followers a content creator has. YPulse adds that 55% of those questioned claim not to care. And this fatigue with mega influencers is also reflected in the fact that consumers are tired of being exposed to so many ad tie-ups. In Europe, influencers are now required to disclose when a commercial collaboration with a brand, for instance by mentioning it with a hashtag such as #ad. And young consumers aren't particularly fond of this type of content as 61% of them say they trust an influencer less if they create numerous product placement or sponsored posts.
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