Room Unlocked survey reveals lavish social media stars are 'infuriating' fans

Influencer culture has become a social phenomenon over the last decade. Some of our most well-known celebrities have made significant fortunes from a hashtag deluge of life updates and sponsored ads, with the likes of Molly-Mae named as the wealthiest contestant to ever emerge from Love Island. Contextualising the scale of fast wealth since her appearance on the show in 2019, the savvy creator reportedly makes well over £500,000 each year, bagging six-figure deals that supports further revenue from sponsored posts, affiliate marketing, and brand collaborations.

Molly-Mae previously sparked controversy for saying that ¿everyone has the same 24 hours in a day¿ when discussing her success

Yet the lavish and often unrelatable lifestyle of wealthy influencers has created a clear disconnect amongst followers - and even more so during a crippling cost-of-living crisis – with our new data revealing that 60% of Brits now find the cash-rich lifestyles of certain influencers infuriating, with almost a quarter of people saying that these types of posts have a negative effect on their mental health. So, what’s the solution?

Our founder, Alex Payne, shared his thoughts with the Daily Mail on this very issue, explaining that it’s now more important than ever for influencers to channel their authenticity. Speaking with reporter Archie Mitchell, he explained that the public is becoming disengaged with superficial content and they’re looking towards influencers that are promoting the brands they love – and not at those just looking for a cash fix! You can read the full article here.

But this goes for brands too. Many businesses have cut their marketing budgets across the board, leading to a reassessment of their influencer strategy. The key to success is to ensure that influencer marketing is done in a way that encourages trust, transparency, and authenticity. Don’t just take our word for it: Our landmark research revealed that 37% of Brits say they do not identify with influencers who do not post with a social cause at the heart of their content. This shows a huge demand for content creators to use their platforms not just for financial gain but to make a positive difference in society. Influencers that choose to take this direction will not only contribute to a worthy cause but will also fuel a sense of authenticity amongst their followers.

Unsure how to build genuine trust amongst your followers and customers? That’s where we come in. Room Unlocked offers a solution to restore the trust between influencers and society. We connect people of influence to the brands they genuinely love. This exchange unlocks real trust and loyalty to brands via authentic stories and experiences. As we’ve seen, it’s exactly what is needed to engage users amidst the cost-of-living crisis.



Subscribe to our newsletter

Receive blog digest emails straight to your inbox