Social media: The end of influence

It feels like we’re one data breach, revelation or exposé away from deleting Facebook. Not to mention all the other platforms. Some of us have been on these social media channels for nearly a decade and we’re tired. Social media is starting to feel a bit of a chore and people are reassessing their relationship with it.

The novelty factor is waning and it seems like we’re bored of seeing the same images repeated and, even those who’ve made it their business to ‘influence’, via social media – ‘Influencers’ – seem bored themselves of making and posting the same images.

“There’s definitely a sense of content and Facebook fatigue and more importantly, a loss of trust. As a first-gen blogger, it was trust that built our communities ten years ago and that was in no small part because at that time blogging was purely a passion project, not for commercial gain,” says Navaz Batliwalla, editorial consultant and blogger at Disneyrollergirl.net.

“The reason social media content has become formulaic is down to the cynical commercialisation of it all. To reach mass eyeballs, your content has to be fairly mainstream which is why so many blogs and legacy media have adapted similar aesthetics and tones of voice. It’s diluted the uniqueness and personality. Inevitably, it becomes a slog to create that sort of formulaic content too, so the creators themselves get bored – and it shows.” says Batliwalla.

Instagram has clearly peaked and it being the centre of brands’ and people’s focus is changing. There are only so many flat-whites or magnolia trees people are going to be interested in. It’s all got very annoying and basic.

Instagram recently made changes so people can no longer manipulate engagement and artificially increase following*. Those who think they’ve got more engagement than Elizabeth Taylor will now have to rely solely on the whims of their ‘followers’ and it’s almost certain they won’t be able to sustain their likes and followers in a market that is mature and growing bored.

“For me, the big content killer has been the algorithmic changes. Bloggers who relied on Instagram for their main income have panicked as their engagement plunged since the introduction of Instagram’s changes last year. I noticed certain tactics like comment pods and lengthy over-shary posts, a kind of desperate click-bait attempt to keep followers interested. It’s also the reason for so many more ‘look at me’-type posts because selfies and outfit posts tend to get better engagement on Instagram. But again, with certain influencers, it just doesn’t come naturally and it’s a turnoff to their followers. I’ve been there myself! Finally, the sheer volume of sponsored posts is exhausting to read. It’s too much.” says Batliwalla.

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Further reading:

*What’s New in Publishing: Real people are turning their accounts into bots – and cashing in