It’s that time of year again when my face and name pop up on influencer lists across the internet. If you buy into the hype, I’m an authority on everything from work and well-being to human resources, leadership, marketing, social media, writing, podcasting, and recruiting.
(No cats!)
What annoys me is seeing my name and face used to peddle stuff without my consent. This is what happens with these lists. Content marketers, often well-meaning but strapped for cash, cobble together a roundup of names and faces, hoping to squeeze a bit of juice out of their year-end marketing campaigns.
Back in the day, when hustling to make a name for myself, I’d roll my eyes at these lists and laugh. Dropping a comment like, “I should be higher on the list,” I was delighted someone might take me seriously. When I hit the #1 spot, I’d joke, “You should’ve just stopped at me and saved yourself the trouble,” or, “No need to read further.”
And if my buddy Tim Sackett was left off a list? Oh, that brought me (and so many of our friends) a lot of joy.
But that was way before 2013, let alone 2023. I haven’t seen an influencer list worth a second glance since 2017. These lists are just outdated ways of spotlighting people and brands. Today, they don’t even cut the mustard for marketing your products or services.
The Decline of Influencer Lists: Understanding the Shift
Influencer lists were once a pivotal element of digital marketing, reaching their peak in 2017. However, the digital arena is ever-changing, and these lists have lost effectiveness. Here’s why relying on influencer lists is now considered a flawed marketing approach.
Reason 1: Market Over-saturation
The influencer market is crowded, and almost anyone with a decent following could be termed an ‘influencer.’ In an environment where consumers are overwhelmed with promotions, it’s become increasingly difficult for influencers, particularly in the B2B sector, to stand out and effectively sway purchasing decisions.
Reason 2: Eroding Trust
Trust is the bedrock of influencer effectiveness. However, as the years have passed, consumer trust in influencers has waned significantly. High-profile scandals, inauthentic endorsements, and a lack of diversity of influencers have led to skepticism. And while people deserve to be paid, audiences are increasingly aware of the commercial arrangements behind influencer posts, often perceiving them as less genuine. Plus, AI-generated profiles and content have people questioning the authenticity of all of this nonsense.
Reason 3: Evolving Consumer Preferences
Today’s consumers in the B2B space are adults, and the market for their attention is noisy. Mass influencer lists aren’t on their radars. The rise of micro-influencers, who may have smaller but more engaged audiences, doesn’t move the needle for them, either. These buyers want data and insights communicated to them through personalized and meaningful stories that don’t feel heavy-handed. And while high-profile influencers might bring in eyeballs, they struggle to bring in actual dollars.
Reason 4: Algorithmic Shifts
Social media platforms, the primary playground for influencers, have undergone significant algorithmic changes. Platforms like Instagram and Facebook now prioritize content from friends and family over business pages and influencers. TikTok and Snap don’t cater to the “olds” with a budget in the professional economy. And your average corporate professional isn’t interested in what a middle-aged thought leader has to say on your B2B YouTube channel. Now, you want to publish a text-based influencer list? Ha, okay, go for it. However, the seismic shift has dramatically reduced the organic reach of old-school influencer content and static lists, undermining its effectiveness.
The Path Forward: Beyond Influencer Lists
The era of influencer lists as a critical marketing tool has passed. The question now is: what strategies effectively resonate in the 2024 market? Some experts advocate for a return to core marketing principles to establish brand authority and foster consumer trust and loyalty.
Content marketing remains a cornerstone strategy, serving as a beacon for quality, relevance, and audience engagement. Crafting content that resonates with the audience’s needs and interests, and not just throwing up a blog post with outbound links to influencers, establishes brand authority and fosters trust and loyalty.
Then there’s SEO, a key player in digital marketing, which evolves rapidly. I’m told that traditional SEO practices to optimize search engine rankings are expanding to include the emerging AI landscape. Experts say marketers must adapt their SEO strategies to cater to conventional search engines and AI-driven platforms. It means optimizing content for keywords, context, relevance, and user intent. And it also means proactively watching how search engines penalize AI-generated content. I read that in blogs, so it must be true.
Experiential marketing has never gone out of style. With online burnout happening at a record rate, it’s a strategy that transcends conventional advertising. By creating immersive and memorable experiences, brands can form stronger emotional connections with their audience. Whether through in-person events or innovative digital interactions, experiential marketing is about engaging the consumer authentically and positively.
Looking Ahead to 2024
Influencer lists are over. Please stay away from them as both a thought leader and a consumer.
What’s up for 2024? Refocus on foundational marketing strategies integrated with emerging ideas, technologies, and trends. For brands looking to sell stuff and make an impact in 2024 and beyond, the key lies in balancing tried-and-true marketing principles with an adaptable, forward-thinking approach. And don’t be cheap. Stop writing influencer lists like amateurs and pay for marketing expertise rooted in customer experience principles.
Oh, and one more thing: keep my name and likeness off your website and marketing materials unless you pay me. That’s what’s truly up for 2024 and beyond.
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