Is irony the future of influencer marketing?

Years pass, and the ways users engage with social networks change. It's well-known that Instagram has lost some of its allure, with a decline in engagement and reach. In 2023, now behind us, TikTok emerged as the preferred social platform for younger users. The State of Fashion, the annual survey by BoF-McKinsey analyzing consumer habits, reports that 68% of young consumers are bothered by excessive advertising on social networks. Meanwhile, 65% of survey respondents claimed to no longer pay as much attention to influencers, perhaps because influencers (both micro and macro) are on the rise, especially thanks to the success of TikTok, a platform that allows almost anyone to build a large fan base. Nevertheless, the influencer industry is not in decline at all: by the end of 2023, the market reached around $21.1 billion, surpassing the $16.4 billion of 2022. The entire influencer ecosystem, including influencer marketing—a key strategy for many brands—has evolved, finding even more effective ways to engage their followers.

According to The Business of Fashion, a study from Stanford University confirms that Generation Z values attributes such as spontaneity and "realness" in an influencer, along with diversity and uniqueness. These qualities are more prominent on TikTok (much less so with Instagram's Reels), a social network where natural and genuine content often shines, highlighting the vulnerability and "normality" of creators. Alix Earle, Madeline Argy, Sabrina Bahsoon—better known as Tube Girl—are some names that have gained significant approval from the social media audience, reaching millions of followers. Thanks to Tube Girl, Hugo Boss achieved 144 million views with a video, and Gucci invited Amelia Dimoldenberg to the debut of Sabato De Sarno, presenting her as a guest and interviewer. Expanding the list of new cool faces in the fashion system, Loro Piana and Audemars Piguet selected the profile of Gstaad Guy, an influencer who started his career with humor and parody clips.

One reason fashion brands are strongly attracted to this type of personality is the opportunity to explore new audiences. We are witnessing the consecration of the new era of influencer marketing, where brands will increasingly favor humor and lightness—a choice that could bring about a significant shift in the tone of voice of the brands themselves.