CHAT: Are influencers still influential? One business is saying no and taking a stand

24 June 2019

Over the past five years the social media landscape has changed significantly. With the influencer industry booming, it is projected to generate as much as $10 billion by 2020. A few years ago to engage a top influencer it would cost between $5,000 to $10,000, however now brands are paying over $100,000 for the same agreement. As more and more brands have saturated the market, demand for influencers has skyrocketed.

As new technologies emerge and various marketing techniques are exposed, the public are beginning to see through the influencers’ guise. Some influencers are using apps and bots to grow their following and increase engagement, which can cost brands millions.

However, one company is taking a stand and, rather than spending a large sum of their marketing budget on influencers, it has decided to give back to its community of loyal customers. Combining natural therapies with science, Glow Dreaming uses four key elements to bring the latest patented sleep technology to a child’s bedtime routine. The three-year-old business is set to turnover more than $4 million this financial year. After closely examining the data, Aloni and Cara Benau – co-founders of Glow Dreaming, realised that although initially helpful influencers were no longer positively helping their business.

“We were spending a considerable portion of our marketing budget on influencers and the feedback was that consumers weren’t buying it anymore. They could see that it was paid advertising and it simply lacked authenticity. We quickly discovered that you can’t buy trust,” says Aloni. “When it comes to the health and wellbeing of their children, mums want to trust the brands they purchase from. They don’t want to second guess if the product is simply being advertised for the sake of a cash-to-follower transaction.”

Due to Glow Dreaming’s exponential growth and the large loyal fan base and community they have created, Aloni and Cara decided to use their ‘influencer funds’ to give back to their community instead.

“Our community is so important to us. Each of our customers is battling with genuine sleep problems within their household and they share their knowledge to help others in the community. This kind of family and commitment to each other is inspiring. To further encourage this hub of positivity and love we have decided to offer unlimited expert sleep help services, competitions and giveaways to reward them,” says Cara.

Glow Dreaming is not the first company to swear off influencers for the better good. In January 2018, a luxury boutique hotel in Ireland made headlines for banning all YouTubers and Instagram stars after a 22-year-old influencer requested a free five-night stay. The Australian Government, Ferrari, David Jones and Unilever - whose product range includes such high street staples as Dove soap, Hellman’s mayonnaise and Magnum ice creams, are just a few companies that have also made more strict regulations in regards to influencers or are reinvesting their budget to other areas of the business.

“Glow Dreaming has already helped over 50,000 families and we’d love to build upon this already strong foundation”, says Cara. “As owners, we believe in our product and the support of our community is a reflection of that.”

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