We are all responsible for this commoditized influencer shitshow

The landscape of modern advertising has undergone a profound transformation, yet this evolution has arguably led to a significant misstep, turning what was once a powerful tool into a commoditized “influencer shitshow” where authenticity has largely been eclipsed by transactions.

Rob Mosley, a discerning voice from the agency Nonsense, asserts that the very essence of influencer marketing has been irrevocably altered, leading to its current state of diminished credibility. He contends that the industry, in its fervent pursuit of scale and monetization, has inadvertently undermined the foundational trust that initially gave influencer endorsements their power. This commoditization has reduced genuine advocacy to a mere paid placement, eroding the consumer trust vital for effective advertising.

Ironically, in an era dominated by sophisticated digital advertising and pervasive social media trends, research consistently points to an age-old method as the most credible form of advertising: word of mouth. This isn’t the carefully curated content of paid influencers, but the sincere recommendations exchanged between friends, family, or trusted acquaintances—individuals with no vested interest beyond sharing an authentic experience of a brand or product.

Whether through casual conversations at a pub, discussions at school gates, or a simple text message linking to a favored product, good old-fashioned word of mouth transcends the often-transparent commercialism of modern campaigns. It thrives on genuine connection and shared experiences, offering a level of authenticity that highly produced, transactional influencer content struggles to replicate, directly impacting consumer trust.

The true power of influence, as Mosley suggests, does not emanate from a brand’s budget for endorsements but from the organic, unprompted endorsements of satisfied customers. This fundamental truth highlights a critical divergence for the advertising industry: a need to pivot from chasing fleeting transactional gains back to cultivating authentic relationships and fostering genuine advocacy, thereby rebuilding the much-needed consumer trust in brand messaging.

For the marketing industry to regain its efficacy and restore consumer trust, it must first acknowledge its collective role in undermining the value of genuine influence. The path forward demands a strategic recalibration, emphasizing the creation of authentic interactions and valuing sincere recommendations over the pervasive, often hollow, transactional arrangements that define much of today’s influencer marketing landscape. This paradigm shift is essential for a more sustainable and trustworthy future in brand promotion and advertising.