{"id":82513,"date":"2026-11-10T20:15:59","date_gmt":"2026-11-11T01:15:59","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=82513"},"modified":"2026-11-10T20:49:47","modified_gmt":"2026-11-11T01:49:47","slug":"ad-fatigue-has-ruined-brand-marketing-can-influencers-fix-it","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/ad-fatigue-has-ruined-brand-marketing-can-influencers-fix-it\/","title":{"rendered":"Ad Fatigue Has Ruined Brand Marketing: Can Influencers Fix It?"},"content":{"rendered":"\n

Do you have Ad Fatigue?<\/h2>\n\n\n\n

Ads are everywhere, every day, on everything, whether it\u2019s billboards on our way home, commercials in the middle of our favourite shows, or paid posts on every social media platform. Nowadays, so much of our attention goes to scouring the screen for the \u201cskip\u201d button rather than watching the actual ad content. Some of us even pay for ad-free subscriptions, countering the millions brands spend to publish those ads. And don\u2019t we all have an ad that we are tired of getting spammed with?<\/p>\n\n\n\n

Ad fatigue happens when your audience sees the same promotional materials too many times. More than half (52%) of surveyed U.S. consumers reported that overexposure to ads was most likely to negatively impact their perception of a brand (Adams, 2021). Furthermore, it isn\u2019t just the volume of ads that is having an adverse impact but also their placements. Previous research indicates that consumers perceive online ads, particularly pop-ups, as intrusive because they interrupt ongoing goals or activities and resort to ad avoidance (e.g. skipping or blocking ads) as a defensive attempt to regain freedom (Niarossa & Haryanto, 2025).<\/p>\n\n\n\n

\"Four
Creators on TikTok use \u201cde-influencing\u201d videos to talk their followers out of unnecessary purchases.<\/figcaption><\/figure>\n\n\n\n

Social media trends such as \u201cde-influencing\u201d and \u201cunhaul\u201d reflect the same sentiment, where creators often dissuade others from falling for marketing ploys and call out potential gimmicks. Such content isn\u2019t just anti-overconsumption but also marks a shift in consumer psychology, as consumers have evolved from being passive buyers to active skeptics. Advertising skepticism refers to consumers’ generalized tendency to distrust the credibility, accuracy, or persuasive intent of advertising messages (Khuhro et al., 2017). This skepticism is situated within wider societal transformation in which public attitudes toward advertising shift from predominantly favourable or positive to increasingly uncertain and distrustful.
<\/p>\n\n\n\n

So How Can Brands Rebuild the Trust?<\/h2>\n\n\n\n

In this loop of brand promotions and consumer fatigue, marketers need to find a way to reach people the way they want to be reached, and currently one of the most prized and sought-after ad spaces in the world isn\u2019t New York\u2019s Times Square but the Instagram story of whoever the internet\u2019s current darling influencer is. <\/p>\n\n\n\n

Audiences, particularly Gen Z, increasingly crave community and connection, reflected in the growing prevalence of parasocial relationships between influencers and their followers. These one-sided emotional bonds create a sense of personal connection and familiarity with influencers. Moreover, the transactional nature between brands and consumers doesn\u2019t carry over to creators and their audience due to factors including relatability and trust.<\/p>\n\n\n\n

With the huge influx of content creators in the last few years, it\u2019s easier than ever for brands to find a creator that the audience already associates with the brand or category; this way, the content feels genuine and shows up in sentiments and conversions. Creator ads outperform brand ads with 4x higher CTR, 45% better conversions, and $5.78 ROI per $1 spent (Kim, 2025).<\/p>\n\n\n\n

\"MrBeast<\/figure>\n\n\n\n

And a lot of big brands are catching up. In 2025, Unilever claimed it will spend half of its ad budget on social media and work with 20 times more influencers as part of its new \u201cinfluencer-first\u201d strategy, per CEO Fernando Fernandez (Jones, 2025). The vast growth of the creator economy and influencers\u2019 individual incomes show how brands are now ready to pay large amounts in exchange for their audience. Recent court documents from a lawsuit between MrBeast and his former food-business partner show that in early 2024, a 30- to 45-second sponsored spot on MrBeast’s main channel cost around $2.5 million (Talwar, 2026).
<\/p>\n\n\n\n

Bets that landed<\/h2>\n\n\n\n

1. Poppi x Alix Earle (Coachella 2024)\u00a0<\/h3>\n\n\n\n
\"Alix
Alix Earle promoting Poppi during their Coachella 2024 partnership.<\/figcaption><\/figure>\n\n\n\n

Soda brand Poppi exclusively partnered with TikTok\u2019s \u201cIt Girl,\u201d Alix Earle, who had 6M followers back then, for Coachella Weekend 1. Calling it \u201cCoachEARLEa,\u201d Poppi housed Alix in a mansion filled with Poppi\u2019s latest lemon-lime branding and merch. This short campaign reportedly drove more than 50M impressions in the first 3 days, causing a massive 200% spike in sales during the festival. According to Poppi founder Allison Ellsworth: \u2018Our goal was to make Poppi the must-have beverage of Coachella, and I’d say we accomplished that and then some\u2026Coupling the debut of our delicious new flavour with Alix’s infectious enthusiasm allowed us to really capture the spirit of the festival and drive incredible engagement with our target Gen Z and millennial consumers.\u2019 (Barnett, 2024).<\/p>\n\n\n\n

2. Dunkin’ x Charli D’Amelio’s “The Charli” (2020)<\/h3>\n\n\n\n
\"Charli
Charli D\u2019Amelio with \u201cThe Charli,\u201d the cold brew Dunkin\u2019 launched in 2020<\/figcaption><\/figure>\n\n\n\n

In 2020, Dunkin\u2019 collaborated with famous TikTok star Charli D\u2019Amelio to introduce \u201cThe Charli,\u201d a limited-edition beverage reflecting her go-to Dunkin\u2019 order. Charli had already organically featured Dunkin\u2019 multiple times in TikTok videos with millions of likes, which added the much-needed credibility to the endorsement. This existing trust helped them reach a reported 57% jump in app downloads on launch day compared with its prior 90-day average. Dunkin\u2019 also reported a 20% sales boost for all cold brew coffees on the day ‘The Charli’ debuted, and a 45% surge in cold brew sales the day after its launch, highlighting the power of influencer collaborations (StatSocial, 2025).<\/p>\n\n\n\n

3. Stanley x The Buy Guide (2019 to 2020)<\/h3>\n\n\n\n
\"\"
Stanley tumblers in the pastel colourway.<\/figcaption><\/figure>\n\n\n\n

The Buy Guide is a commerce blog and Instagram account run by Ashlee LeSueur and other women in Utah. Similar to Charli, Ashlee was already a fan of the brand and had previously recommended their products to her followers, unsponsored. So when Stanley let her sell Quenchers directly to her audience, CNBC reports they sold out within days. The brand\u2019s president, Terence Reilly, then treated them as partners and promoted new colours with them. This collaboration helped Stanley\u2019s revenue to jump from $73 million in 2019 to $94 million in 2020. It more than doubled to $194 million in 2021 (Vega & Shamo, 2023)<\/p>\n\n\n\n

So, Are Influencers The New Be-All and End-All Against Ad Fatigue?<\/h2>\n\n\n\n

Building long-term brand trust depends on too many variables, and influencer marketing is undeniably a great short-term solution. But there needs to be a greater emphasis on \u201cshort-term,\u201d as internet personalities often drop like flies under the scrutiny of cancel culture, and can take the brands down with them.\u00a0<\/p>\n\n\n\n

\"Matt
e.l.f.\u2019s 2025 ad featuring comedian Matt Rife.<\/figcaption><\/figure>\n\n\n\n

In 2025, E.L.F. Cosmetics faced backlash over featuring comedy creator Matt Rife in an ad. Rife, in his 2023 debut Netflix special, had joked about domestic violence, made distasteful misogynistic comments, and E.L.F., by associating with him, despite having a female majority target audience, faced calls to boycott the brand (Walrath-Holdridge, 2025).<\/p>\n\n\n\n

Overall, brands need to balance the right place and volume for their ads, and most importantly, the right messenger that can be trusted and not skipped.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

References:<\/h3>\n\n\n\n

Adams, P. (2021, March 16). Study: AD overload could pose steeper risk to brands than messages near inappropriate content | marketing dive<\/em>. Marketing Drive. https:\/\/www.marketingdive.com\/news\/study-ad-overload-could-pose-steeper-risk-to-brands-than-messages-near-ina\/596789\/<\/a><\/p>\n\n\n\n

Barnett, D. (2024). Influencer campaigns: How Poppi won Coachella with Alix Earle<\/em>. Influencer Intelligence . https:\/\/www.influencerintelligence.com\/blog\/Tpq\/influencer-campaigns-how-poppi-won-coachella-with-alix-earle<\/a><\/p>\n\n\n\n

Dobrini\u0107, D., Gregurec, I. & Dobrini\u0107, D. (2021). Examining the factors of influence on avoiding personalized ads on Facebook<\/em>. Zbornik radova Ekonomskog fakulteta u Rijeci: \u010dasopis za ekonomsku teoriju i praksu \/ Proceedings of Rijeka Faculty of Economics: Journal of Economics and Business, 39 (2), 401-428. https:\/\/doi.org\/10.18045\/zbefri.2021.2.401<\/a><\/p>\n\n\n\n

Forbes top creators 2026 – Instagramers, YouTubers & Other Digital creators<\/em>. Forbes. (n.d.). https:\/\/www.forbes.com\/sites\/stevenbertoni\/2026\/06\/23\/forbes-top-creators-2026\/<\/a><\/p>\n\n\n\n

An influencer attribution case study: Dunkin\u2019 and Charli D\u2019Amelio<\/em>. StatSocial. (2025, April 10). https:\/\/www.statsocial.com\/blog\/charli-damelio-dunkin-influencer-attribution\/<\/a><\/p>\n\n\n\n

Jones\u00a0 , M. (2025, March 15). Unilever invests half of its budget on an \u2018influencer-first\u2019 strategy<\/em>. EMarketer. https:\/\/www.emarketer.com\/content\/unilever-invests-half-of-its-budget-on-influencer-first-strategy<\/a><\/p>\n\n\n\n

Kim, J. (2025, December 30). Creator ads vs brand ADS: 2025 data you need<\/em>. Aspire. https:\/\/www.aspire.io\/blog\/creator-ads-vs-brand-ads-2025-data-you-need<\/a><\/p>\n\n\n\n

Talwar, K. (2026, July 30). MrBeast\u2019s $2.5m per sponsorship fee revealed in court<\/em>. Briefs Finance. https:\/\/www.briefs.co\/news\/court-filings-reveal-mrbeast-s-2-5-million-per-sponsorship-f\/<\/a><\/p>\n\n\n\n

Vega, N., & Shamo, L. (2023, December 23). How a 40-Ounce cup turned Stanley into a $750 million a year business<\/em>. CNBC. https:\/\/www.cnbc.com\/make-it\/2023\/12\/23\/how-a-40-ounce-cup-turned-stanley-into-a-750-million-a-year-business.html<\/a><\/p>\n\n\n\n

Walrath-Holdridge, M. (2025, August 15). E.l.f. cosmetics, under fire for Matt Rife ad, says \u201cwe missed the Mark.\u201d<\/em> USA Today. https:\/\/www.usatoday.com\/story\/entertainment\/celebrities\/2025\/08\/15\/elf-cosmetics-matt-rife-ad-controversy\/85673993007\/ <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Do you have Ad Fatigue? Ads are everywhere, every day, on everything, whether it\u2019s billboards on our way home, commercials in the middle of our favourite shows, or paid posts on every social media platform. Nowadays, so much of our attention goes to scouring the screen for the \u201cskip\u201d button rather than watching the actual […]<\/p>\n","protected":false},"author":2266,"featured_media":82560,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,1055,1053,650,38],"tags":[2758,2978,2976,2939,2974,2977,639,2975],"class_list":["post-82513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-digital-media-campaigns","category-influence-marketing","category-marketing-strategy","category-social-media","tag-ad-fatigue","tag-advertising-skepticism","tag-brand-collaborations","tag-consumer-trust","tag-creator-economy","tag-de-influencing","tag-influencer-marketing-en","tag-parasocial-relationships"],"acf":[],"yoast_head":"\nAd Fatigue Has Ruined Brand Marketing: Can Influencers Fix It?<\/title>\n<meta name=\"description\" content=\"Excerpt: Skipping, scrolling, blocking: audiences are done with ads. 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