Coachella 2023: Are Influencer Trips Still Valuable for Brands?
As public experiences worst socio-economic climate for a generation, new data reveals that 64% of Brits have lost respect for influencers that are driven by commercial gain. Alex Payne, CEO and co-founder of Room Unlocked, comments on how influencer culture must evolve in the current economic climate
Dubbed the ‘Influencer Olympics’ – a nod to the online content creators who have taken over Coachella in recent years – the festival is a magnet for brands and influencers looking to create content generation opportunities. Yet able to reach millions through influencer collaborations, Room Unlocked – a value exchange marketplace in which brands swap products or experiences for exposure from influential people – explains that brands may now have a responsibility to ensure their campaigns, collaborations and messages are well-timed in the current climate, particularly with data by the ONS revealing that a quarter of households across the UK are struggling to pay bills such as fuel and food.
As Brits battle the current cost-of-living crisis, it seems as though this state of financial gloom will continue to affect consumers at home. But as brands spend millions on lavish end-to-end influencer trips – such as Coachella and the recent Tarte trip to Dubai – a reality that is now so out of reach for many, are influencer trips still valuable for brands?
Consumers have outgrown the culture of perfectionism associated with mainstream social media platforms meaning online authenticity is now dramatically reshaping the internet and the way we consume these channels. Further highlighting this, the landmark research by 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 relatable lifestyles over curated feeds, 37% said they identify more with influencers who post with a social cause at the heart of their content – highlighting the need for brands to engage with content creators at events, not just for financial gain, but to make a positive difference in society. Consumers also want to see themselves reflected in those brands choose to collaborate with, as 25% of Brits say they only follow influencers who share the same beliefs and values as them.
Room Unlocked is a value exchange marketplace in which brands swap products or experiences for exposure from influential people. The platform is a space where brands and their influencer advocates exchange passion, not money. Brands offer their products and experiences to advocates – not influencers. In return, these people create engaging brand content that resonates with their audience, as opposed to the previous norm of disingenuous content. Today brands are having to buy influence, and influencers are having to sell themselves. This exchange is creating an unrewarding experience for both parties, which is neither truthful nor trustworthy.
Alex Payne, CEO and co-founder of Room Unlocked, a value exchange marketplace in which brands swap products or experiences for exposure from influential people, comments:
“Originally, social media was an organic playground; all about entertainment, sharing and information – but as the audiences grew, so the brands came. Now, it is essentially a multibillion-dollar advertising channel. Coachella is another example of brands fighting to play where the audiences are and the attention is.
Yet the 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. 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.”
