How is influencer culture fairing during the cost of living crisis?

Influencers like Lydia Millen face backlash following out-of-touch posts, during some of the worst socio-economic times in history…

With content creation under severe scrutiny amidst the cost-of-living crisis, influencers across the board are facing backlash due to out-of-touch content.

Amid a backdrop where the media climate is rife with emotionally charged evidence of how difficult life is right now, influencer culture is at a cross-roads when navigating how to evolve during such difficult economic times.

Just last week, the latest social media faux pas committed by an influencer involved Lydia Millen for saying she was checking into the Savoy Hotel after her ‘heating had broken,’ it turned out that it was a sponsored trip, leading to speculation that the original post was not only insensitive but may have been inauthentic.

Lydia Millen sparked backlash after posting an Instagram story about staying at an exclusive hotel because her heating was broken

Many in the UK are having to choose between heating their homes and being able to afford food to feed their families. As the UK finds itself sliding into a recession, it seems as though this state of financial gloom will continue to affect consumers at home.

Able to reach millions through their platforms, influencers have a responsibility to tailor the content they post and ensure their message is well-timed in the current climate. With those in the industry traditionally associated to leading lifestyles of wealth and luxury, a reality that is now so out of reach for many, how does influencer culture evolve amidst a social crisis?

As users, we have outgrown the culture of ‘perfectionism’ associated to mainstream social media platforms meaning online authenticity is now dramatically reshaping the internet and the way we consume these channels. 

National research by Influencer marketing platform Room Unlocked revealed 64% of Brits say they have lost respect for influencers that are driven by commercial gain, and lack authenticity. Valuing un-filtered posts and real conversation over curated feeds and relatable lifestyles, 37% said they identify more with influencers who post with a social cause at the heart of their content – highlighting the need for content creators to use their platforms not just for financial gain, but to make a positive difference in society. Consumers also want to see themselves reflected in the creators they choose to follow, with 25% of Brits saying they only follow influencers who share the same beliefs and values with them.

“Influencers who are going to survive and thrive in the current climate are those that have a social cause or genuine passion at the heart of their voice and the content they create, rather than just posting things that they’ve been paid to advertise,” explains Alex Payne CEO and co-founder of Room Unlocked, “Authenticity has quite rightly become king amidst an industry that has been awash with disingenuous content throughout the years and this is becoming increasingly easier to spot.”

In order to navigate the cost-of-living crisis, influencer culture must display greater authenticity, with an emphasis on social awareness.