Have you ever found yourself purchasing a product solely because your favorite influencer endorsed it? Sometimes this product may not live up to the hype, and consumers feel betrayed by the people they trust. Social media influencers shape consumer behavior through their perceived authenticity, and many times this influence can lead to the exploitation of their audiences.
The rise of social media platforms like Instagram and TikTok gave birth to a new form of marketing: influencer marketing. Influencers collaborate with brands to promote products and services, with their endorsements often feeling more personal and trustworthy. Because of this, consumers rely heavily on influencers’ recommendations.
Influencers’ authenticity and relatability make their endorsements highly persuasive, which directly impacts consumer purchasing decisions. They will often showcase their products in a casual everyday setting making their advertisements feel more like recommendations, instead of brands trying to sell an item.
A recent study found that 74% of people have purchased a product because an influencer recommended it. Consumers feel an emotional connection to influencers, which makes their endorsements feel personal.
The parasocial relationships created between the influencer and consumer can blur the line between genuine recommendations and paid advertisements. Consumers may believe that influencers are giving unbiased, unpaid reviews for products when they don’t disclose that it is an advertisement. Because consumers are more likely to trust these influencers, companies can use this to their advantage and only have an influencer market for them. This lack of transparency in influencer marketing is unethical and could have major implications.
One of those being that influencers can more easily exploit their audiences by promoting products or services that may be ineffective or even harmful. By doing this they prioritize their personal gain over the well-being of their followers.
Some may promote unregulated supplements or financial schemes, all under the guise of helping their followers. Even ones who don’t purposefully market bad products can still affect consumers.
Two studies show that children increased their intake of junk food when they were exposed to influencers marketing unhealthy food. Influencers have a direct impact on consumers of all ages on a daily basis, whether good or bad.
While there have been instances of exploitation, many influencers strive to maintain trust by promoting products they genuinely believe in and being transparent about sponsorships. They clearly label sponsored content and know that their platform is built on the relationship and trust they have with their audience. Still, it is always important for consumers to look at all influencers and advertisements, even ones they trust, with a skeptical eye.
As influencer marketing continues to grow, it is crucial for both influencers and consumers to be aware of the implications involved. Influencers should prioritize transparency and the well-being of their audiences, and consumers should approach endorsements with a critical eye. Influencer marketing isn’t going away anytime soon, but realizing the influence it has on consumers’ lives can help evolve it into a more trustworthy and beneficial part of our lives.
Hannah Nazarenus is a junior journalism and ADPR double major. Reach her at [email protected].
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