The Problem
So, what is Influencer Marketing?
“Influencer marketing is a relationship between a brand and an influencer. The influencer promotes the brand’s products or services through various media outlets such as Instagram ... Influencers must be trusted figures within a niche community and retain a loyal following. In addition, they typically possess knowledge or experience about what they are advertising”
The new and current “fad” form of marketing comes from influencers/bloggers promoting brands through their social media platforms. While this is a great way for brands to reach thousands of people about their products, it poses some concern for the consumer. Many of these influencer personify the “perfect life” when they are always dressed in the best clothes ,with the best accessories ,and are in the popular destinations. In reality, these influencers are sitting on their couch in sweats and no makeup posting these photos promoting products. I mean who wouldn’t want that as their “job”? However, for most people this is not a reality possible for them. More times than not these influencers are putting on a pretense that’s not very reflective of their real life, which can be misleading to their followers who are depending on these peoples opinions of brands. Also, most of these influencers are paid to promote these products so the product may not actually be something they genuinely use in their everyday life or something they actually enjoy. Other than disclaiming that a post is a #ad, these influencers are not regulated like other forms of marketing and advertising such as TV or magazines.
““Responsible influencer marketing involves being upfront and clear with the audience, so people are not confused or misled and know when they’re being advertised to,” said Shahriar Coupal, CAP Director.”
STAKE IN THE GROUND
My project is focusing on the blind faith/lack of trust in influencer/blogger marketing on social media platforms. The influencers put on the appearance of a “perfect life” on their feeds while simultaneously promoting products and brands. The kicker in this however is being able to determine what actually a genuine promotions is because the influencer loves a product and it works, and what is just strictly being promoted because the brand offered a big pay day to the influencer.
My stake in the ground for this project will be creating a way to sift through the noise on these social media sites, but more so focused on Instagram, and creating a more trustworthy and honest environment between bloggers, brands, and their audience/customers (Instagram users). Ultimately the goal is to somehow regulate how this form of Internet Marketing can become more beneficial and enjoyable for everyone, influencer and follower alike.
In an article I read from The Guardian, they pointed out that this showing of a false perfect life on Instagram can be detrimental to the person who views it mental health. In my opinion it could also affect the person who posted its mental health as well. How deeply involved with their false internet life are they, and where is the line between this false life and their own reality. The mental health viewpoint of this project is something new I have recently come across in my research, but it poses a valid threat to all involved. This form of marketing with such a false sense of reality is one of the main reason people are distrusting of it.
The example used in the article from the Guardian showed blogger, Scarlett Dixon, perfectly poised on her bed with heart shaped balloons surrounding her, to her left is a plate of pancakes and she is happily holding a probably empty mug posing to be full of coffee. The ad or post is a promotion for Listerine which the bottle can be seen in the photo casually sitting on her bed side table. This post caused a lot of negative backlash for Dixon, because who wakes up with balloons and pancakes everyday and how exactly does that relate to mouthwash?
This proves that mental health concerns are two sided in this problem, the viewer feels like their life is less that perfect when they view these posts. However, these influencers deal with horrific cyber bullying because of these posts. In placing my stake in the ground and working to find my solution to this problem I hope to find a way for brands and influencers to work together to promote their products in a more genuine manner, that is better for all parties involved.
