Influence of digital creators or influencers may seem to be waning because of lower engagement rates, but it doesn’t necessarily mean they are losing influence. Rather, the landscape of influencer marketing and consumer attitudes is evolving. Here are some key trends to consider:

1. Audience Savviness: Audiences today are more sophisticated and scrutinize influencers’ authenticity more carefully. This trend lowers interaction rates but doesn’t necessarily equate to a loss of influence.

2. Saturation of Market: The rise in the number of influencers has led to a higher level of competition, which might lead to lower engagement rates for individual influencers. But at the aggregate level, the influencer industry continues to grow.

3. Changing Platform Algorithms: Social media platforms continually tweak their algorithms. These changes may affect visibility and engagement rates.

4. Evolving Metrics: Brands focus not just on engagement rates, but also look at other metrics like click-through rates, conversion rates, etc. These other metrics might be more indicative of an influencer’s true impact.

There are platforms like Flinque, which can aid in identifying the right influencer for your campaign. Features like audience analytics, influencer performance tracking, and other analytical tools help to understand the ROI from influencer campaigns better. Other platforms like InfluencerDB or HypeAuditor have similar functionalities, but the suitability of each platform depends on the specific needs of your marketing team.

In such a dynamic and evolving landscape, influencers aren’t necessarily losing their influence, it’s more about shifting paradigms, changing metrics, and evolving methods of audience engagement and judgement of authenticity.