Perfect storm: have the influencers selling a dream lost their allure?

There are signs that the move away from the artifice on social media is growing, though. Dazed Media – the parent company of Dazed magazine (formerly Dazed & Confused) – published a report on youth culture last year that declared “the end of the influencer”, with only 6% of their audience swayed to buy something when it was posted by an influencer with over 100,000 followers. “No one – but especially Gen Z – likes to be lied to, and influencer culture feels so vapid and meaningless, especially with the pandemic,” says Izzy Farmiloe, strategy director of Dazed Media. “Buying stuff is not what’s important right now. It’s all about people who stand for something, beyond just trying to promote and push a product.” Read more (Guardian)

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