The Role of Influencers in Modern PR: Friends or Foes?

Influencer marketing was once heralded as the golden child of PR strategies. Brands flocked to partner with influencers to leverage their large followings and perceived authenticity. However, as the social media landscape evolves, we’ve begun to see the cracks in this approach. With organic reach declining across platforms, it begs the question: Are influencers genuinely still effective, or are they becoming a bit of a liability?

As an agency, we recognise that the influencer landscape is shifting. With algorithm changes making it increasingly difficult for influencers to achieve organic reach, many brands are finding that their collaborations aren’t yielding the desired return on investment. What once seemed like a surefire way to engage audiences now feels more like a gamble, especially when influencers often prioritise their own brand collaborations over genuine engagement with their followers.

Moreover, the rise of "micro-influencers" has complicated matters. While these influencers typically boast smaller followings, their audiences often engage more authentically. However, it’s important to note that even micro-influencers can fall into the trap of seeking sponsorships that don’t align with their values, which can erode trust over time.

At Honest London, we believe in a more integrated approach to influencer collaborations. Rather than relying solely on influencers for brand promotion, we advise our clients to create genuine partnerships that emphasise shared values and mutual benefit. This way, brands can engage with influencers who truly resonate with their mission and audience, ultimately leading to more authentic and impactful campaigns.

In an era where consumers crave real connections, it’s essential for brands to reconsider their influencer strategies. While influencers can still play a role in PR, it’s vital to approach these partnerships thoughtfully, ensuring that they align with the brand's authenticity and values.