Influencer fatigue is on the rise, and beauty marketing specialist Sonia Elyss is no stranger to the phenomenon. With a decade of experience in influencer marketing, Elyss has seen the ebb and flow of influencer culture, from the peak of Instagram to the current dominance of TikTok.
Elyss pointed out that the scale of influence on TikTok is unprecedented, with over 150 million users in the United States alone. Unlike Instagram, where users typically seek out influencers to follow, TikTok’s algorithm pushes influencer content directly into users’ feeds.
The recent Tarte campaign, which sent influencers on a lavish trip to Bora Bora, has sparked controversy. Law student Rachel Ferraro criticized the campaign as “tone deaf,” noting that it alienated “normal people” like herself who are still in school and dealing with debt.
Tarte CEO Ms. Kelly defended the campaign, stating that the gifts received by influencers were donated by other companies looking to raise their profiles. She emphasized the company’s efforts to promote female-founded brands and increase diversity among its guests.
Despite past backlash, Tarte fan Ms. Blackmon praised the brand for including a more diverse group on the Bora Bora trip. She dismissed critics of the campaign, stating that people are simply upset they weren’t invited. When asked if she would join a future Tarte trip, Blackmon enthusiastically replied, “I’d be on the plane today.”
As influencer culture continues to evolve, brands like Tarte will need to navigate the fine line between engaging their audience and avoiding backlash from a weary public.
