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Oct 12, 2016
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Social media influencers want permission to be 'authentic', report shows

Published
Oct 12, 2016

Social influencers continue to shape digital communications for the fashion and beauty industries, according to a recent report by Fashion Monitor and Econsultancy, but their social reach and impact on consumers is being hindered by creative control from paying brands.


Some 67% of influencers expressing a need to stay 'authentic' amid 'creativity control' from paying brands - Fashion and Beauty Monitor


The study -- The Voice of the Influencer -- reaffirmed that social influencers are at the digital communications forefront for fashion and beauty, yet there remains a massive disconnect in the way influencers and brands currently work together.

“For the fashion, beauty and lifestyle sectors, technology is at the heart of everything they do. For this reason digital influencers have spiralled to prominence as the face and voice of brands. It was the true impact of this ‘voice’ that we set out to explore, understand and assess with this report,” said Priyanka Dayal, content marketing manager at Fashion and Beauty Monitor.

The report outlined that social influencers see 'authenticity' as critical to success, with 67% of social influencers admitting they grapple for creative control from numbers-focused fashion and beauty brands. Some 74% of influencers are frustrated that reach and numbers remain of utmost concern to brands, while 93% of influencers surveyed believe brands need to allow influencers to control the narrative of a campaign, within the agreed brief.

Meanwhile, more than half of influencers (55%) agree that identifying, contacting and engaging with a brand that is a good fit, is a difficult and time consuming task.

“The findings underscore a disparity that exists in the way brands currently work with influencers, and the way influencers would like to work with brands. For influencer marketing to reach its full potential, it is critical for brands to know what it takes to bridge this gap," said Dayal.

The report also found that influencers are becoming more selective about who they work with 60% assessing brand reputation before entering a relationship. Once partnered, a year-long contract is worth upwards of £5,000 (US$6136) for 74% of influencers, said the report.

Finally, Instagram is the channel of choice for 74% of fashion and beauty influencers.

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