The subject of influencers has been written about ad infinitum, yet much remains to be said. The latest angle: People don’t like being called influencers anymore, yet the term persists. The recently released Creator A-List by The Hollywood Reporter is proof—there’s still a lot of juice to squeeze from this low-hanging fruit. And for better or worse, we are here for it.
The Story of Curation
The 2010s was a huge time for the internet. Blogspot and Tumblr became the go-to resource for inspiration. The so-called “Tumblr aesthetic,” a mix of personal expression, creativity, and niche subcultures, resonated with the younger generation. On the other hand, blogs like The Blonde Salad, Cupcakes and Cashmere, and Garance Doré offered a more refined approach that was closer to editorial: quality content, quality images, and seasoned names.
Soon after, social media gave everybody who had a phone the power to broadcast everything, from what they were having for breakfast to what they were wearing for job interviews. Posting in a certain “curated” manner would merit the joke, “Uy, blogger ka?” It was a novel concept at that time and it was fun because of how personal it was and how invested people were in each other’s posts.
Previously, only celebrities and editors had that kind of platform, but thanks to Instagram in particular, curation became the norm. Not only was it a buzzword that bounced around various industries (remember when everybody wanted to give us a “curated experience”?), but it also impacted how regular people shared images online. Some people were better at it than others, posting high-quality, well-styled, and composed images overall. Laureen Uy, Camille Co, and Tricia Gosingtian were the IG “it” girls—some of the very first creators that brands tapped for what we now know as influencer marketing. The joke shifted to, “Influencer yan?” and nothing stuck quite like the term since.
Have the Mighty Fallen?
The jokes were gentle hints at where influencer culture was headed, that is, at that weird junction between norm and “Geez, not another one!” Because of unsavory incidents involving influencers throughout the years, audiences have become cynical and a lot more discerning about whom to follow and believe.
Business owner and part-time beauty influencer Tin Allí shares, ”I have a bit of an aversion to the label because it’s often tied to negative stereotypes—like cringey behavior in public, product pushing, or being inauthentic. Beauty influencers who say, ‘It’s my favorite’ or ‘It’s my Holy Grail’
when reviewing a product—it makes me question if they’re really credible or just another conventionally beautiful face with good skin that brands love to repost on their feed. Adding filters is also a red flag. I think if they want viewers to see how a product performs, only minimal edits should be applied.”
Tin believes that people get especially turned off when influencers do things purely for clout, like performing harmful pranks or spreading false information. “That’s crossing the line, for me,” Tin shares. “But at the end of the day, yes, I am an influencer. My goal is to offer real value to my audience, helping moms navigate their purchasing decisions by sharing honest insights.”
For blogger, editor, and content creator Gretchen Gatan Fragada, the label “influencer” makes her uncomfortable. “I find it a little bit narcissistic, to be honest. But I understand that it’s a widely loose term and some people have categorized me under it. I think it’s the entitlement and how many influencers expect to be given special treatment. It might be a generational thing as well—as a millennial who grew up with a different mindset, work ethic, and upbringing.”
Gretchen adds, “One questionable practice that makes—not just audiences—but brands lose interest is endorsing a product, service, or brand that they’ve never even tried or used, or something that doesn’t align with their values. People are smart and if they can’t feel your authenticity, then it’s easy to lose their trust.” Meanwhile, content creator Pat Cortez believes it stems from a lack of authenticity. “Two things come to mind: one is “clickbait” content where influencers resort to doing something unhinged or scandalous just to get views. The other is being detached from reality—when the lack of gratitude or soul comes through in what they create, it will always look inauthentic. There is a charm in genuinely sharing what you love and when Influencers lose that, they lose their audience too.”
That Said, Brands Still Need a Vehicle for Promotion
Isn’t that precisely what influencers are for? Many established brands and organizations have tightened their standards for online representation, often conducting deeper research into potential collaborators’ social media numbers and even personal backgrounds. They also consider a personality’s propensity for trouble-making or attracting controversy. KOLs (Key Opinion Leaders) and content creators have found their niche in this landscape by differentiating themselves from the average product hawker. In a perfect world, they are more credible, creative, and responsible, and hold more authority in their circles. More importantly, they stay out of trouble.
Brand and marketing head Junella Atienza observes a clear distinction between influencer, KOL, and content creator. “Influencers (via social media) are those who have built an audience/following through their social media platform and may generate interest or action from those who follow them. KOLs are people whose opinions are highly regarded in public. They are knowledgeable or an expert in their field and could be a trusted and credible source. Finally, content creators are those who create a specific type of material (written, graphics, video, etc) that may be educational or entertaining and are recognized for that certain type of content that they produce,” she explains. “Engaging with influencers, KOLs, or content creators fully depends on your business/brand’s objectives.”
Frances De Guzman, senior brand manager for a global luxury travel brand, has successfully maintained her brand’s KOL campaign for 10 years. “We wanted to work with people who were thought leaders in their respective fields. These are individuals who are trailblazers in their areas of expertise and credible tastemakers who are aligned with our brand ethos. More than influence, these individuals are movers and shakers of their industries. Which in hindsight, was aligned with the brand positioning,” Frances shares.
“In order to represent the brand, they have to believe in it and it should be organically a part of their lifestyle. We’re more into authentic relationships between KOL and the brand, and from there, mutual respect and loyalty stem. Influence in their respective industries is integral but it’s the credibility that they’ll lend to the partnership that’s most crucial. So to answer your question, it’s the vibe that matters more. Especially since the market is overly saturated and consumers know a ‘hard sell’ when they see one.”
So, Who’s the Next Big Internet Thing?
The internet is a funny, scary, unpredictable pond where fish of all shapes and sizes get to play. And while there’s room for all of us, the playing field isn’t exactly equal. The so-called demise of “influencing” has given rise to new categories, such as KOLs and content creators—one is not necessarily superior to the other, by the way. An influencer can have just as much authority as a KOL; a content creator can be just as inauthentic as an influencer; a KOL can be just as creative as a content creator. A fish is a fish at the end of the day, and they’re all subject to the same pond conditions.
“I started on Instagram back in 2011 and since then, there have been many changes to the algorithm. I feel like the engagement isn’t as high as it used to be, but I also noticed that my audience likes to engage more when it’s a non-sponsored post or when I genuinely enjoyed a product, brand, or service that I paid for,” shares Gretchen.
These changes in the algorithm, audience behavior, and competitive landscape have prompted influencers (in broad terms) to pivot and rebrand. Some chose to lean into doing more personal, relatable content, while others took a more stylized, aspirational route. Those who wish to thrive put more effort into every post, and their followers notice.
“People nowadays prefer to be appreciated and recognized for what they do and what goes behind the content they put out because gone are the days where people just take a photo and post (well maybe this still applies to some) but more and more people are putting a lot of thought and effort behind a single post,” says Junella.
For Tin, the next wave of influencers will be business owners as the face of their own brands. “We’re already seeing it happen! Look at Nina of Colourette; she’s a prime example in the beauty space. People want to connect with people, not just faceless corporations. It’s all about trust and authenticity, and that’s what will drive future influence.”
Meanwhile, Gretchen believes that anyone can be an influencer. “I have a very charismatic brother-in-law who appeals to different age groups. I’ve seen him interact with Gen Alphas, Gen Zs, millennials like him, and even boomers. And they all love him and listen to his advice and stories. He may not have a large following and he doesn’t post a lot on social media, but when he does, the engagement is there and it’s strong. Someone with that much rizz and power is an influencer in my book,” she shares.
Pat embraces a more democratic POV, where everyone can have a slice of the engagement pie. “I think everyone is an influencer. We can all be unintentionally influencing someone. There will always be someone who will post about a product that works, a place to take photos in, or the latest tech item, and we will start just trying things out for ourselves and seeing what works or not. Having the latest ‘best’ thing might not be ‘it’ anymore. Influencers will always be there but people will just take their content with a grain of salt,” she shares.
The business of “influencing” may have seen better days, but as long as there is a public platform for sharing things we like and love, influencers are here to stay. With any luck, the next generation of influencers will recognize the great responsibility that comes with their reach.
