TBWA Research Finds Influencer Fatigue as Brands Weigh Creator Strategy

Influencer marketing has reached a saturation point, according to research published this week by Backslash, the cultural intelligence unit at agency TBWA, with two-thirds of surveyed consumers suspecting brands or bots are behind viral posts. The Becoming Uninfluenced report draws on a survey of more than 700 respondents across the UK and US and lands as advertisers increase spending on creators. The findings were reported on October 28.

The research examines a shift in how audiences read popularity signals. A large following or a verification badge once suggested credibility, but the report finds growing doubt about whether viral content reflects genuine enthusiasm or coordinated promotion. Clipping networks and synthetic creators that build believable personas are cited as factors behind the skepticism.

What the survey found

The report cites research suggesting 67% of people worldwide find influencers really annoying. Among Backslash's UK and US respondents, 62% said being hard to influence is more aspirational than being an influencer. Beyond that, 59% of surveyed consumers in the Backslash study said the same about resistance to influence, and 76% said algorithms have killed the joy of discovery.

Eloise Liley, chief strategy officer at TBWA, described influencer saturation as a notable finding. She said influencers are here to stay but have probably reached a saturation point, and that brands can complement reach with creators who offer alternate perspectives. She argued that the opportunity lies in building concentrated credibility through a distinctive point of view, trusted community connections and participation in the real world rather than depending on popularity.

The report points to Red Bull's investment in subcultures as an example of the approach. It describes spaces where people discover things themselves and conversations that spread through private circles. Liley stressed that reach still matters and that the task is to test a broader mix of influence rather than pull the plug on influencers. Creator tiers built around consistent engagement, specialist knowledge and niche followings are also reshaping how brands pick partners.

What it means for marketing careers

The findings add pressure on teams that plan influencer marketing to justify spending beyond impressions. Buyers are being pushed to document how a creator partnership contributes to trust and consideration, which places more weight on measurement, community management and brand strategy skills. Roles that sit between social media management and audience research are likely to absorb more of that work as briefs move from follower counts toward evidence of audience action.

The tension is not confined to one market. Separate commentary this week noted that despite talk of fatigue and rising distrust, 72% of adolescents and young adults follow influencers on social media, and 58% of consumers have purchased a product because of an influencer endorsement. That gap between irritation and continued following complicates any simple conclusion that audiences are abandoning creators altogether.

What to watch next

The immediate question is whether advertisers adjust creator budgets or simply diversify the types of creators they use. TBWA's position suggests the second path, with reach retained and credibility added through niche communities and real-world activity. How agencies report the performance of those partnerships, and whether buyers accept trust measures alongside conversion data, will determine how quickly planning habits change. Neither TBWA nor Backslash provided a forecast for influencer spending in the report as described.