I don’t know about you, but I am fascinated by social media! I have been researching the recent marketing phenomenon through INFLUENCERS.
It seems to me that the marketing world has changed for ever. However, I am not sure if the influencer phenomenon is for better or, as it seemed to me, for worse.
The question remains, that what are they influencing? The answer is simply, “your wallet”! Watch out that your mind is not.
I mean, seriously, would you buy something just because a total stranger, who is unknown to you personally, says or wears something, regardless of that fact that it may be an awful “object of desire”, badly designed, or simply something that does not suit (nor needed) at all?
Sadly, it seems, again, that most of us; yes do!
In my research, I came across a yoga “influencer” posting serene images of herself by a beach, wearing a very thin and narrow thong (a well-liked post by followers).
Another posted a, dare I say, trivial video of her fulfilling a dare by her followers to post a video with no makeup and then applying her make up while in flight (a truly ambitious goal?)
Another addicted, and seemingly intellectually-challenged, shopper who’s theme is posting videos of receiving and then slowly opening packages of the latest luxury brand products. What else can you live for?
And then there was Mr Muscle who had posts consisted of a variety of pauses highlighting his biceps while trying to look “naturally” fit and coiffured- simultaneously.
How about 1000’s of followers who literally spend hours watching paint dry (apparently watching glittery slime being stretched is the thing)!
Mostly though, the influencer sphere seemed to be about luxury (whatever your perception of luxury may be), fashion, and make up.
I can understand the last two, being the world’s largest consumer segments; but what are you being influenced by exactly? Pouting lips? “Fair maidens”, it-girls, who turn away from you, then twist their torso so they can pout while standing on one leg, and kicking the other up their back (a standard- it seems)?
Are influencers a force for good then or otherwise – where the blind follow the blind? What does that say about the society most of us live in? As the 15th century humanist, Erasmus Roterodamus, said: “in the land of the blind, the one-eyed man is king!”
It is not all bad of course. There are few kings who are aware, even conscious influencers, who raise awareness, post common-sensical and in fact interesting videos; and champion issues like chemical-free cosmetics, or plastic-free oceans, and even achieve goals that truly inspire, as Alex Honnold, the human spirit to achieve what was thought to be impossible.
Wishing a rewarding Insta journey!