Influencend

In recent years, influencers have established themselves as central figures in digital marketing, dictating consumer trends and acting as recommenders for all kinds of brands.

However, this omnipresence is beginning to show signs of rejection. Far from keeping the authority and credibility that their initial success gave them, more and more users see these profiles as caricatures of themselves: characters willing to do anything for a like. From sharing empty opinions and obvious comments to posting covert advertising and making unethical mistakes.

A dynamic that has fuelled the perception that the influencer world has burst in with an “anything goes” attitude, which is starting to tire the digital community and call its legitimacy into question.

The arrival of a new generation of influencers, some of them even minors, has intensified this perception. These content creators, who rack up millions of views, face the paradox of early fame in a digital environment where authenticity has become a bargaining chip.

Audiences have started to peel back the layers of filters in search of the real identity behind the character, exposing those who until now were their source of reference and inspiration to a scrutiny that tries to deconstruct the artifice, revealing a void that used to be covered with hashtags and poses.

Consumers are no longer satisfied with a polished, perfect image; they look for reality and sincerity, calling into question the relevance of those who cling to the superficial mould of like culture.