As brands look to connect with consumers across social channels, influencers – subject matter experts in a given field with a large or dedicated following – are increasingly in demand as a way of tapping into potentially lucrative markets and demographics.
In the marketing world, influencers are a relatively new phenomenon. Many brands are still working out influencer strategies, and the entire process of working with these individuals is still evolving, but it's quickly becoming apparent that marketers need to be thoughtful about the kinds of partnerships they are creating.
There's no doubt the marketing industry is seeing an increasing appetite among consumers for authenticity in their messaging, and brands need to respond to the changing tastes and sensitivities of their audiences be delivering messages that are more "real."
Hence the value of influencers, who are seen as being able to deliver authentic and unfiltered content that creates a connection with their audience.
While we have undoubtedly seen the many benefits of influencer marketing, the case of Essena O'Neill has provided the industry with an opportunity to pause, take a step back and think critically about how we should be working with influencers going forward.
Ms. O'Neill is an 18-year old Instagram model and influencer from Australia who recently "quit" social media claiming it was fake and ultimately making her unhappy. By the time she graduated high school, Ms. O'Neill was making enough money from brand sponsorships to travel the world, but she came to the realization that something was wrong.
Claiming that her photos were overly stylized, despite attempting to portray a level of amateur authenticity, she expressed concern for the negative messages she believes she was spreading to more than half a million followers.
She was worried about the body and beauty messages she was sending to young girls and so she decided to reveal the reality behind her perfectly orchestrated photos in a video that went viral online.
"A 15-year-old-girl that calorie restricts and excessively exercises is not goals," she wrote on one of her Instagram posts. "Anyone addicted to social media fame like I once was, is not in a conscious state."
Ms. O'Neill stirred up quite the controversy with both the general public and other social media personalities. In some corners, she was applauded for taking a brave and inspirational stand, but to others she was seen as hypocritical for continuing to post messages on different platforms such as Vimeo, and wrong for painting what some believe was a generalized reality based on her own negative experience.
To spread her new message that social media is fake and destructive, Ms. O'Neill launched a website Let's Be Game Changers in hopes of discussing real issues that have more substance instead.
In a culture so quick to rush girls to grow up, it isn't surprising that we continue to witness the extreme pressure and negative impact that can come along with not only being in the spotlight, but simply looking up to someone living in it.
As the mother of a 12-year-old daughter, watching this story unfold is especially heartbreaking. Ms. O'Neill's story is an important reminder of the responsibility brands have to police themselves for when engaging in any influencer strategy.
Let's not forget that we must look out for these influencers, regardless of their age or gender, and be aware not only of their impact on an audience, but also consider what they are experiencing themselves as the voice of a brand.
Consumers are smart and can not only see through inauthenticity, they're looking for it. With this growing demand for authenticity, the more natural the fit your influencer is, the stronger the results will be.
For example, PayPal recently sent travel and lifestyle blogger Steve Booker on a worldwide journey with the challenge of doing it completely cash-free. With Mr. Booker's genuine passion for travel, his perspective was valuable and aligned with the campaign, which was well received.
And beyond that, it empowered Booker to do something he felt good about doing. Ms. O'Neill writes about clothes she modelled that she didn't necessarily like or feel good about wearing, which creates disparity. The name of the influencer won't do much for your brand if there's nothing behind it.
Ultimately, there are different ways to measure success. Metrics matter. Audience reach certainly matters – but it shouldn't come at the cost of inauthentic content. Ms. O'Neill's story resonated with so many people because it opened up a real and honest conversation about an emerging trend in marketing circles.
This wasn't a brand using a name to tell you something; it was a human being stepping away from brands to shed light on a topic that was clearly worth addressing. To strike a chord with so many human beings – be it positive or negative – is a sign of success in and of itself.
Influencers shouldn't be one more box to tick off on your campaign checklist. They're people too, and if we are serious about creating authentic connections with their audiences, we need to ensure our partnerships are ethical, transparent and responsible.
Mia Pearson is the co-founder of the communications agency North Strategic.