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. 

And let me tell you, the whole scenario is like a blockbuster plot with all the drama you can imagine. 

So, what can we glean from the #TrippinWithTarte saga and the 27K creators talking about it? 

Buckle up, because this ride is about to get interesting.

Let’s roll. 👇

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. 

Well, not anymore. 🤔

The whole “look at us having a blast while you watch from home” vibe? 

👉 It’s starting to wear thin. 

Consumers are craving connection, not envy.

Take this video from Tarte’s campaign as an example:

This TikTok, by the online creator Abby Baffoe, has been viewed over 1.3M times! 🤯

Sounds good, right?

Sadly, the reaction has been decidedly mixed.

Some commenters expressed annoyance with the conspicuous consumption on display and suggested that they may be suffering from influencer fatigue.

I think this weariness with content has become the stuff of social media cliché.

Now, Tarte’s Bora Bora adventure? 

A classic case of good intentions meeting the harsh reality of social media backlash.

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.” 

Not exactly the warm, fuzzy feeling you want your brand to evoke.

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? 

👉 Keep it real. 

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. 

“I’ve been influenced! To buy any brand but Tarte,” one TikTok user commented.

It’s a tough pill to swallow, but all the mentions in the world don’t mean a thing if your audience feels alienated.

But wait, there’s a silver lining. 🤔

Amidst the storm, Tarte did something right: they included actual customers in the trip. 

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. 

Ignoring them? 

👉 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.

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?

The future of influencer marketing? 

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?