Recently, influencer marketing campaigns have come under fire for being too extravagant, particularly seen with Poppi's loaning out vending machines to influencers for Super Bowl weekend. Marketers are concerned that such ostentatious tactics may tarnish a brand's reputation in a time of heightened economic sensitivity. According to experts, the disconnect between the lavish treatment of influencers and the expectations of average consumers can create backlash. The disconnect is exemplified in cases like Tarte Cosmetics, which faced scrutiny amidst a cultural landscape increasingly critical of perceived wastefulness.
A wave of anti-extravagance is afoot within the influencer marketing space - and it can be a minefield for brands.
Now, campaigns by brands that could be interpreted as financially or environmentally wasteful are not resonating broadly - in part due to the macroeconomic climate.
The appearance of extravagance can turn off consumers in the current polarizing cultural landscape.
It looks like the brand is essentially wining and dining an influencer for their attention.
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