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Alex Payne, CEO and co-founder at Room Unlocked discusses why authenticity is now the only way for influencers to be successful

Some of our most well-known celebrities to date have made significant fortunes from a hashtag deluge of life updates and sponsored ads, with British influencers being among the best-paid in the world, pocketing 拢117.48 an hour 鈥� 拢137,000 a year if they worked full-time according to Adobe.
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Ignoring influencers is on the rise

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Yet following a global pandemic and the spiralling cost-of-living crisis, Brits are feeling less inclined than ever to scroll through influencer content, with what was once a form of escapism now becoming completely out of touch for many.

Now, with new data from Room Unlocked 鈥� a platform overhauling influencer marketing for the world鈥檚 biggest brands 鈥� unveiling that 60% of Brits now find the cash-rich lifestyles of influencers infuriating, with almost a quarter of people (44%) saying that these types of posts have a negative effect on their mental health.
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The power of authenticity

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Clearly, there is a greater need than ever for authenticity in the space, with social media users valuing un-filtered posts and real conversation over听鈥業nsta-perfect鈥� and unrelatable lifestyles. Further highlighting this, the landmark research by听Room听Unlocked revealed听37%听of Brits听say they identify more with influencers who post with a social cause at the heart of their content 鈥撎齬einforcing听the need for content creators to use their platforms not just for financial gain, but to make a positive difference in society.
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Influencers that choose to take this direction will not only be contributing to a worthy cause but will also benefit from the sense of authenticity that this breeds in order to survive and thrive in the current climate.

CEO and founder of听Room听Unlocked, Alex Payne,听argues that by eliminating currency听out of the equation,听and instead focusing on 鈥榲alue exchange鈥�, the relationship听between brands and their ambassadors听is only driven by advocacy and passion. With听Room听Unlocked鈥檚 value exchange approach, influencers seek out the products/services they genuinely want to promote, solely in exchange for receiving them 鈥� not for money.
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Alex Payne CEO and co-founder of听Room听Unlocked, comments:
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鈥淚nfluencers are earning less because brands are being more cautious with their spend, ensuring they connect with the right creators who align with their values and also those of their customers. Influencers who are going to survive and thrive in the current climate are those that have a social cause or genuine passion at the heart of their voice and the content they create, rather than just posting things that they鈥檝e been paid to advertise. Authenticity has quite rightly become king amidst an industry that has been awash with disingenuous content throughout the years and this is becoming increasingly easier to spot.

鈥淎nother crucial trend that鈥檚 causing influencers to report a reduction in earnings is the simple fact that there are far more of them now. There鈥檚 been a wave of people leaving their jobs to chase this career path meaning there鈥檚 more competition by way of choice and as such, brands can pay less.听Room听Unlocked听passionately believes that relationships between brands and influencers can be built on love, not money and provide an alternative to traditional, paid routes for content creation. We provide a platform for people to connect and create mutually beneficial and lasting relationships regardless of the current climate.鈥�