Hey, everyone, and welcome back to what's trending a show where I unpacked the latest in digital culture. So let's get into it. In the midst of the most Twitter saga, another discussion on the social platform has been taking place. The emerging trend of influencer fatigue. Despite the influence of marketing industry set to grow to approximately $16.4 billion this year, many consumers and followers are actually growing tired of influence the content expressing the shared lack of interest on the timeline. Some have tied this to growing misinformation, questionable promotion tactics and excess sponsored content. Others even went on to add that the issue was actually rooted and no longer wanting to engage with content that felt out of touch. And they're not the only ones. According to the INFLUENCER marketing platform tracker, people are engaging less with influencer content. While the number of active users and sponsored posts across makeup, skincare and hair care increased In the last three months of 2021 engagement has fallen quarter over quarter. Naturally, as with celebrities, the more exposure and growth influences get, the less relatable followers may feel. They are thus severing that once held bond between both parties. As for my own thoughts, I think consumers, especially since the pandemic, are just growing more conscious about the content they want to see, which is completely fair. But I do also think that this is another indication for some brands to truly rethink their marketing strategy. Influencer marketing goes beyond sponsored ads and selling products. True, engagement comes through long term partnerships that feel authentic, and right now it's clear that we need more of that.

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