Should social media influencers be regulated like more traditional advertisers on TV and in newspapers?
Introduction
Social media has become of the most commonly used method of advertising when it comes to digital marketing especially in this 21st century. One of the key advantages of using social media as a way of marketing is that the platforms help to a higher extent in reaching millions of customers. Therefore, it is always possible to spread information about various products and services to different potential and esteemed clients worldwide. However, even with the many advantages of using these platforms for the purpose of marketing, there are a few drawbacks. These drawbacks include use of false or exaggerated information while marketing and this clogs the decision-making ability of the potential customers. A social media influencer is a user on a social platform who has established credibility in a specific industry, they have access to a large following on sites to include Instagram and can persuade others by virtue of their authenticity and reach (De Veirman et al., 2017). While social media platforms such as Instagram has created a livelihood for influencers through advertisement, regulating Instagram advertisement will enable consumers to make informed decisions.
TV and social media are both different forms of media that sell audiences to corporations. Traditional advertisers on TV are regulated by regulatory boards to prevent “aggressive sales techniques, false or deceptive ad messages, as well as intentionally incomplete information” (Tunikova, 2018). Through the use of traditional medium of advertising, it is always easy to focus on certain group of potential customers and especially within a certain locality. More so, it is always possible to reach this group of customers through specific local languages. This makes it possible for the advertiser to have a connection with the customers and can always be a in position to have instant results and address on areas to improve where necessary. However, when it comes to social media, this from of marketing tends to take a different route to engage with potential customers. For example, Instagram, which was launched in October (2010) has been a key marketing social media platform. This platform has largely been used by influencers to reach millions of marketers in the whole world. Instagram is considered to be the most favorite platform for influencers because it offers an opportunity to access various different better creative tools and the fact that the platform is popular especially to the young generation and mostly the female gender (Casaló, Flavián & Ibáñez-Sánchez, 2018). Unfortunately, some of the influencers who use this platform engage in unprofessional methods of marketing such as making false advertisement and use of undisclosed sponsorships. This leads in causing disappointments to customers especially when they make purchases only to find that the products and services, they were buying does not meet their expectations as per the advertisement they saw or read on the platform.
In this essay I delve into the world of Instagram influencing as it pertains to young women. The reason why young women are the major focus is because “Young women make up a majority of instagram user base, and tend to make more comparisons than men.”. The way in which false advertisement and undisclosed paid posts affect young ladies should be analysed because of its effects on mental health, physical health and the monetary loss.
Brands have recently discovered the extensive impact and the viral growth potential of social media influencers. These individuals and mostly ladies have built a large network of followers and have been trusted as tastemakers by brands to promote products (Tokunaga, et al., 2010). Factors to include the impact of the number of followers on influencer likeability play a large part. Instagram works in a way that a higher number of followers is an indicator that a large crowd is interested in the account and often subscribe to its updates. Therefore, the influencer with a large number of following will be perceived as more likeable and more popular and product promoters and brands often go for them. Despite their popularity and likability influencers have caused more damage than good to their social media audience and following.
Influencer marketing has evolved to one of the hottest trends being used in the market to promote brands and products. A majority of marketers reported that utilizing influencers to push their marketing plans is an effective strategy. A larger percentage of marketers in the market are already coordinating with influencers and if not, they are considering it. Instagram influencers are a wave that is just passing and its nearing an all-time low season (Tokunaga, et al., 2010). As Instagram continues to allow more individuals and influencers achieve fame the more the platform has been oversaturated with influencers thus making it impossible for audiences to keep up with all the content being uploaded and especially sponsored content. Instagram fate is fleeting and the same influencers that capture the attention of audience may not hold the same attention or attract attention tomorrow.
False advertisement and undisclosed sponsorships is one of the issues with influencer marketing. The hegemonic nature of culture societies means that companies play a huge role in creating this environment, as they are the ones creating the products or services, and source out Influencers as contractors, who are then obliged to follow instructions from the people who sponsor their content. The brands are driven by capitalism and the desire to make huge profits without any consideration for consumers. Strinatin (2010) stated that within the culture industry capitalism “works to exclude real or true needs” (P.358). By using influencer, it makes it easier for them to shape consciousness because of the personable approach with storytelling that makes the advertisement WOM. Word of Mouth- WOM “is how marketing scholars have mainly characterised social media.” (Appel, Grewal, Hadi, & Stephen, 2019, para. 12). The magnitude of the impact of misinformation is high, because of followers the have.
Social media influencers are endorsing inauthentic partnership and content. These influencers don’t even use the products and services they endorse on social media. Brands are at fault for not caring if an endorsement is coming from a place of true authenticity. Brands and marketers are at risk of loosing their credibility should the audience be able to interpret the inauthentic and misleading information delivered by influencers on behalf of the brand. To enhance the credibility of brands and products, marketers should target influencers who have used and liked their products and services before drawing up an endorsement deal (De Veirman et al., 2017). At the very least marketers should ensure that they are in business with influencers that connect with their brand. The Marketing industry has lost sight of the fact that social media influencers are inherently inauthentic and in rare cases even if they are true fans and users of the brand, the content they are creating on Instagram is not earned its just another form of modern advertisement and content creation.
The physical health of young ladies isn’t the only concern about the safety of young ladies, there are mental health concerns as well. Instagram has come under scrutiny for the longest time in regards to the effects it has on mental health (Wagstaff, 2018). It is important to understand how influencer marketing contributes to these issues. Influencers create beauty standards that are unreachable to the average girl. They post about skincare products as advertisement, and associate it with the reason they have good skin, meanwhile a lot of them undergo beauty procedures at medical spas, which is not affordable to many millennial young ladies. There is a hierarchy being created from this social network and young ladies view these influencers as superior to them, and therefore want to be affiliated with products they promote in order to be deemed of a higher social status as well. Their desire to fit in is leading to poor psychological well-being (Wagstaff, 2018).
Studies have shown that “At the highest level of strangers followed only, more frequent
Instagram use had direct associations with greater depressive symptoms.” (Lup, Trub, & Lisa
Rosenthal, 2015, p. 250). In addition to this, findings revealed that with the depressive symptoms, social comparison is a “mediatorr”. (Lup et al., 2015, p. 251). As influencers do not know their audience personally, but only virtually these influencers would be considered strangers to the users following them. They are viewed as opinion leaders rather than friends. This means that posts, which involve influencers looking flawless would cause negative social comparisons, because they would have low self-esteem from not feeling like they are as beautiful. When they purchase these products, it would lead to a downward spiral and eventually transition into a full-blown mental illness such as depression.
Content on Instagram is readily available and it is being dispersed at a fast rate and it makes it easy for social comparison to occur because these young ladies wouldn’t have to search all over Instagram to find this content. (Wagstaff, 2018) It is in their face. Meaning the only adequate intervention would be government intervention by regulating false advertisement, and this would make influencers smarten up to and become honest about their procedures or reject beauty company partnerships if they are told to lie by saying it is what they use.
The influencer marketing industry is worth a billion dollars (). It is a business and influencers may argue that creating this regulation jeopardises their income, because individuals do not appreciate sponsored advertisement. Sometimes, influencers are hired by advertising agencies other times they are hired by the brands. There is pressure from advertising agencies to deliver and produce “strong return on investments to clients” (Chiders, Lemon & Hoy, 2018). Influencers are not health care professionals and have never claimed to be. It can be argued that regulating influencers because of health-related posts is not justifiable, because influencers never claimed to be health care experts, but rather are enthusiasts who share their lifestyle (). These ‘influencers promote brands through their personal lives,” making them relatable to the average consumer (). However, they are in charge of the content they put out. It is very irresponsible to believe that because they aren’t health experts, they do not need to know nor care about health implications. Influencers are responsible for the content they put out. Studies, have already discovered the difficulties influencers create.
Social media influencers have brought up a conflict issue that questions their morality. To gain attention and a large following these influencers are stirring all kinds of controversial debates. Just like any other human beings they can make mistakes but it is high time brands and marketers reconsider the investment they make in them, since certain influencers could prove to be a dangerous investment (Tokunaga, et al., 2010). At times their credibility is questionable since most of them purchase followers to increase their fan base. Asa matter of fact Instagram influencers only show a side of them that they want the their audience to see, these individuals want their following to see; how beautiful they look after a break up, how amazing and expensive their holidays were and show off clothes from top designer house that most of their audience cannot afford. Social media influencers have given rise to a generation that image obsessed, influencers are using their power to convince people to buy products they don’t even need.
Conclusion
With respect to the above provided information, it is clear that social media is a more effective form of marketing in this digital era compared to traditional advertisers. This essay having focused on Instagram shows that this platform has many influencers and many users who form a very huge group of marketers and potential customers worldwide. Even though there are many genuine and honest marketers who use Instagram, there are those who have used this platform to provide misguided information about their products and services to their potential customers thus making them buy product they don’t even need (Tokunaga, et al., 2010). This behavior can be also defined as conning customers because such influencers end up giving false information to the customers and hence, they trick them in making purchases. The fact that it is easily possible and fast to put any kind of information on Instagram, it makes it nit always possible to euthanatize the correct information and hence potential customers might not make the best decisions. More so, use of Software such as Photoshop makes it possible for con influencers to convince their potential clients with fake products. There is a need to find effective ways of flagging off fake influencers in order to protect potential customers from being conned.
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