Ah, the world of influencer marketing, ever evolving and full of lessons, right? 😉
Take Tarte Cosmetics, for instance.
They’ve recently found themselves navigating through some choppy waters.
Y déjenme decirles que todo el escenario es como la trama de una superproducción con todo el drama que puedan imaginar.
Entonces, ¿qué podemos deducir de la #TrippinConTarte saga y los 27K creadores hablando de ella?
Abróchate el cinturón, porque este viaje está a punto de ponerse interesante.
Vamos a rodar. 👇
El libro de jugadas del marketing de influencers necesita una actualización
First off, let’s address the elephant in the room: the traditional influencer marketing playbook is looking a bit worn.
You know the drill: pick influencers, whisk them away to some dreamy locale, and voila, your brand is the talk of the town.
Pues ya no. 🤔
Todo el “look at us having a blast while you watch from home” vibe?
👉 It’s starting to wear thin.
Los consumidores buscan conexión, no envidia.
Tomemos como ejemplo este vídeo de la campaña de Tarte:
@abbybaffoe Las vibraciones son altas ✈️ @tarte cosmetics #rippingwithtarte ♬ original sound, spotify
Este TikTok, de la creadora online Abby Baffoe, ¡ha sido visto más de 1.3M de veces! 🤯
Suena bien, ¿verdad?
Lamentablemente, la reacción ha sido muy variada.
Algunos comentaristas se mostraron molestos con el consumo ostentoso y sugirieron que podrían estar sufriendo de fatiga de influenciadores.
Creo que este cansancio con el contenido se ha convertido en un cliché de las redes sociales.
El contragolpe de Bora Bora: la historia de la exclusión de Tarte
Now, Tarte’s Bora Bora adventure?
Un caso clásico de buenas intenciones que se topan con la dura realidad de la reacción en las redes sociales.
@_samanthajo_ MI BORA BORA VILLA TOUR @tarte cosmetics #borabora #tarte #trippinwithtarte #tartevillatour #boraboratarte #comedia ♬ original sound, samantha jo
Flying influencers out on private jets and showering them with gifts might sound like a marketing masterstroke, but when it leaves your average Joe feeling sidelined, you’ve got a problem.
The message that seemed to echo through the halls of social media was loud and clear: “If you’re not one of us, you’re out of luck.”
No es exactamente el sentimiento cálido y difuso que quieres que evoque tu marca.
La relacionabilidad reina
In my chats with influencer marketing managers, there’s a consensus: relatability is the new currency.
People are glued to their screens, yes, but they’re after stories that resonate, not unreachable fantasies.
The lesson from Tarte’s turbulence?
👉 Sé realista.
That’s where the magic happens.
And here’s the kicker: virality isn’t always your friend.
Sure, it gets people talking, but what are they saying?
In Tarte’s case, the chatter wasn’t exactly what they’d hoped for.
“¡He sido influenciada! a comprar cualquier marca menos Tarte,", comentó un usuario de TikTok.
@tartecosmetics Manifestando nuestra sirena interior en la isla de tarte 🧜♀️🏝️💜 #tarteborabora #trippinwithtarte #tarteisland #tartebrandtrip ♬ original sound, tarte cosmetics
It’s a tough pill to swallow, but all the mentions in the world don’t mean a thing if your audience feels alienated.
El cambio en la dinámica de los influenciadores
But wait, there’s a silver lining. 🤔
En medio de la tormenta, Tarte hizo algo bien: incluyó a clientes reales en el viaje.
It’s a step in the right direction, but let’s be honest, it’s not enough.
The influencers might be creating on-brand content, but if it doesn’t resonate with your audience’s reality, you’re missing the mark.
Fast forward to 2024, and it’s clear that the influencer game is changing.
Customers aren’t just passive spectators; they’re creators in their own right.
¿Ignorarlos?
👉 That’s a recipe for backlash.
And let’s not forget influencer trips are designed to spark a bit of the green-eyed monster.
But when envy turns to resentment, you’ve got a whole new problem on your hands.
Mis reflexiones finales
So, what’s the moral of the story?
It’s time for a rewrite.
The attention economy is tricky; views don’t always translate to sales.
And in the midst of all this, Tarte’s misstep serves as a cautionary tale.
It’s a stark reminder that the customer’s experience matters most.
Who wants to fund a fantasy they can’t be a part of?
¿El futuro del marketing de influencers?
It’s all about celebrating the customer.
Mark my words; the brands that get this right are the ones who’ll lead the pack.
So, here’s to learning from Tarte’s tale and moving towards a marketing strategy that’s as inclusive as it is inspiring.
After all, isn’t it time we all got a piece of the pie?
