Influencer marketing has had its fair share of criticism, especially around the inauthenticity of celebrity endorsements and how detrimental these can be to the consumers they are targeting.
The latest example is the frenzy around the Prime energy drink developed by YouTubers KSI and Logan Paul. Ever since it launched, queues of shoppers have been fighting over a drink which has been re-selling for up to £50, despite originally retailing for £8.50.
In an age where we’re bombarded with ads for everything that we might possibly want to buy, consumers have become sceptical when it comes to purchasing products on social media. To get the attention of an ad-weary consumer base, brands have started seeking alternative methods to promote their products – which is where influencers and celebrities which consumers admire come in.
However, these products are not always as hyped up as they seem to be. For this reason, Room Unlocked – a platform overhauling the world’s biggest brands – advises against falling into the latest influencer endorsement trap.
“We have long promoted the benefits of brands working with genuine fans of their brand,” said Alex Payne, Sky Sports host and co-founder of Room Unlocked.
“The move from commercial transactions, where brands buy influencers and influencers sell themselves, to genuine connections built on brand love is gathering pace and with obvious benefits – less time required, no money involved, greater volumes of content with higher levels of engagement.
“The era of brands just placing ads through influencers is over. Instead, they now recognise the need to create fans and build longer term relationships. And when brands reciprocate the love of their fans, they get more back than they ever receive by simply paying someone.”
Room Unlocked is a value exchange marketplace in which brands swap products or experiences for exposure from influential people. It says brands offer their products and experiences to advocates – not influencers – who in return create engaging brand content that resonates with their audience.
Founded in 2017, it is a joint venture between rugby presenter Payne and marketing executive Tanya Hamilton-Smith.
Payne says it is important to not lose sight of what you would usually purchase, and to research the products being endorsed. Then ask yourself these three simple questions: Why does the product make sense for you as an individual? What problem can you solve with it? Is it actually worth the money?