Influencer Overload? How to Navigate the World of Influencers in a £21 Billion Industry

The influencer marketing industry was priced at 21 billion in 2024 and is projected to rise to 25 billion pounds by the close of 2024.

Consumers commonly invest in the product recommendations of their chosen influencer; others are turned away by what they deem inauthentic content. In the run-up to Christmas and in the digital age of the investigative consumer, Somebody Digital reveals how brands and consumers alike can cut through the noise to uncover genuine, impactful influence.

Recent studies discovered that while 70% of consumers trust influencers as much as personal endorsements, over 50% state that they feel overwhelmed and sceptical due to the high volume of paid posts on their newsfeeds. This paradox signals a growing trend: influencers can entice and deter consumers.

“In a market saturated with #AD, authenticity isn’t just a buzzword—it’s the key to success,” says Cristiano Winckler at Somebody Digital.

When Influencers Backfire: The Pitfalls of Inauthenticity

With more influencers entering the market daily, a significant portion of content can feel repetitive, shallow, or overly promotional. 45% of consumers have hit the unfollow button on influencers who regularly promote paid ads or brand deals that their audience feels don’t align with their values. The consequence for brands? A decline in engagement, reputation, and inauthenticity, even towards future campaigns.

Influencer Red Flags For The Consumer:

Beware of ‘Over-Sponsored’ content. When every post is an ad, consumer trust takes a hit. Consumers should be wary of influencers who promote products in rapid succession, often with little relevance to their usual content. Similarly, brands should collaborate selectively to avoid over-commercialisation.

Note To Brands:

Adopting an influencer based on who they have worked with can be easy. However, there must be a balance between sponsored posts and organic, all relating to your target consumer.

Authenticity vs. Product Fatigue

While influencers portray how a product can sit in their followers’ lifestyles, overexposure to a single brand or message can fatigue audiences. It has been proven that consumers skip over content they believe is repetitive or forced.

Engagement That Goes Beyond Data

High engagement doesn’t automatically equal high trust. Look beyond likes and comments to ensure authentic interactions, meaningful discussions, and critical comments; metrics such as comments and audience interaction often speak louder than follower count. In other words, influencers with fewer followers but ones who meaningfully engage and hold the potential to become brand ambassadors will be more beneficial than influencers who have millions of followers.

Tips for Finding Genuine Influencers

How Consumers Can Navigate Their Interactions with Influencers:

Check for Consistency: Observe whether influencers consistently support certain causes, values, or lifestyles across their content. Genuine influencers tend to have a recognizable mission or theme.

Engage with Content: Read the comments and replies to an influencer’s posts. Influencers who actively engage with their followers demonstrate a two-way conversation, often signaling authentic connections.

Look for Disclosure: Transparent influencers clearly disclose their partnerships, using language that’s easy to understand (e.g., #Ad or #Sponsored). Their willingness to be honest builds trust.

Assess Quality, Not Quantity: A high follower count doesn’t always indicate influence. Check how engaged their audience is — do they have thoughtful comments, meaningful interactions, or just generic likes?

Follow Diverse Influencers: To avoid echo chambers and broaden your perspective, consider engaging with influencers from different cultural backgrounds, regions, and viewpoints.

The Evolving Role of Influencers in Modern Society

Influencers are shaping the future of advertising, creating powerful narratives that resonate deeply with followers. This guide recognizes this influence’s positive and negative aspects and aims to spark meaningful conversations around transparency, ethics, and consumer responsibility.

“Many influencers use their platforms to bring light to critical social issues, support small businesses, and drive positive change. At the same time, their power means they must operate with care, ethical consideration, and responsibility to their audiences,” adds Winckler.

Empowering Consumers to Ask Questions

Beyond identifying genuine influencers, question what you see online to make informed decisions, before acting on any recommendations. Questions to ask yourself include:

Is the influencer’s endorsement backed by evidence, or are they promoting a product?
Have they received compensation to speak about a particular topic or service, and how does it impact their narrative?
Is the influencer transparent about their successes and failures, especially regarding lifestyle, fitness, or wellness goals?

Collaboration with Influencers: What Consumers Should Know

Brands and influencers should collaborate to deliver content that aligns with consumer expectations; authenticity audits, long-term brand partnerships, and ethical influencer marketing are important to build trust between influencers, brands, and consumers.

“Brands are beginning to prioritise genuine, long-term relationships over quick, transactional partnerships with influencers. This shift allows for more credible endorsements and fosters trust,” Winckler explains.