Hot take: I think influencer culture has gotten completely out of hand.

And before anyone says “you’re just bitter,” I literally studied marketing. I understand why influencer marketing exists. I understand the ROI, the engagement rates, the value of social proof, all of it. I also do my fair share of content creation, so this isn’t coming from someone who hates social media or thinks influencers shouldn’t exist.

But somewhere along the way, we lost the plot.

Not everything needs an influencer campaign.

Not every restaurant opening needs a curated guest list of people who have never once posted about food before. Not every beauty brand needs to send PR packages the size of a carry-on suitcase to people who don’t even use makeup. Not every event needs a photo wall and a mandatory “content moment.”

Sometimes it feels like brands care more about who posts something than whether anyone actually believes it.

And honestly? Consumers are getting smarter.

I’m way more likely to be influenced by someone when the partnership actually makes sense. If a fitness creator is talking about a workout brand they already use, great. If a fashion creator is invited to a fashion event they genuinely would have attended anyway, amazing. That feels natural.

But when someone suddenly becomes an expert on mattresses, protein powder, luxury cars, skincare, banking apps, headphones, and frozen meals all in the same month… I stop listening entirely.

The issue isn’t influencer marketing itself. It’s how oversaturated and disconnected it’s become.

We’ve entered an era where being invited somewhere has become more important than actually enjoying the experience. Half the content online now feels less like recommendations and more like proof of attendance. People aren’t even influencing anymore, they’re just documenting that they were on the list.

And there’s another issue that doesn’t get talked about enough: overconsumption.

When every brand is constantly sending PR, launching new collections, and pushing “must-have” products through creators, it creates this constant feeling that we need more. More skincare steps. More outfits. More things to try, test, upgrade, replace. Even when nothing is actually wrong with what we already have.

It turns everyday life into a cycle of consumption disguised as inspiration.

And maybe this is controversial, but I think niche matters more than follower count now.

I don’t need to see a random lifestyle influencer at Formula 1 in Montreal. If they’re an actual fan of the sport or a creator who genuinely loves F1, that makes sense. But seeing a fashion influencer there just feels out of place — and honestly, a bit out of touch.

The most effective influencer marketing doesn’t feel like marketing.

It feels believable.

I think brands underestimate how obvious forced partnerships have become. Audiences can tell when someone genuinely likes something versus when they’re posting because there’s a contract involved. You can practically hear the “required deliverables” through the screen sometimes.

And again, this isn’t me being anti-content creation. I love social media. I love creating content. I even understand why brands rely on influencer marketing because, statistically, it works.

But I think we’ve reached a point where more content does not automatically mean better marketing.

Sometimes the best marketing is restraint.

Sometimes the best PR strategy is inviting people who actually make sense for the brand. Sometimes the best ad is a real customer telling their friend, “wait, no, this place is actually good.”

Not every product needs to go viral.

Not every launch needs a creator trip.

And not every influencer needs to influence everything.

At the end of the day, this isn’t about blaming influencers. Most are just working within a system that rewards volume, visibility, and saying yes. It’s more a reflection of how the industry has evolved — and maybe how it needs to slow down a little to feel a bit more real again.

Love, Laura