Social media influencers have gained more and more credibility over the last couple of years. These models, wrappers and insta famous people are becoming more and more relevant through our obsession with social media, and the voyager tendencies to look into peoples lives.
If you thought product placement on TV was getting out of hand, wait to see your favourite celebrities social media channels this year. A recent survey showed that 84% of marketers planned to use at least one influencer campaign this year.
But what are influencers?
Influencers are people who companies believe are opinion leaders of their target group. When these consumers see the people they idolise, they are encouraged to try/buy/use the products or services that their influencers “Just can’t live without!”
As 47% of people are now using ad blockers on their devices, marketers are overcoming this by hijacking the social media accounts of influencers. The most obvious, and famous, of these influencers are the Kardashian/Jenner clan. In their posts, you see them posing with the product with a caption telling their army of loyal followers about how fantastic a relatively unknown brand has changed their life!
When it all goes wrong
While both the influencers and companies are reaping the benefits of their joint collaboration, what happens when it all goes pear shape. For some celebrities, their choice to promote a product can severely impact their reputation, for either being credible or being a decent human being.
Just look at Kendall Jenner’s most recent ad for Pepsi. The world went crazy, and not in the way the brand wanted. Not only did Pepsi get a bad reception to the controversial ad, Kendall Jenner’s influencers status was severely affected, with loyal fans questioning her intentions. In fact, spoof videos, like the one bellow, have made this ad infamous.
Influencers: Should they be responsible?
Let’s be honest. Kendall Jenner has had a bad year when it comes to endorsing brands. First Pepsi, and now the disastrous Fyre Festival. Influencers such as Jenner and Bella Hadid, have been caught up in the latest scandal.
Fyre Festival was billed to be a luxury festival on a private island, full of models, luxury villas, 5 star dinning experiences and a killer line up that would rival Cochella.
Sounds amazing right?
Wrong. Attendees forked out approximately $12,000USD for flights to the Bahamas and the luxury experience. What they received was a far cry. Cheap tents, canteen meals and a cancellation of the entire even was the reality they faced. Understandably, consumers weren’t happy.
Expectation v. Reality for the biggest scamming festival in the 21st Century #FyreFestival
So should Kendall and Bella be responsible for promoting an event that turned into a disaster?
I think that they should be fully aware of what they are endorsing. It should align with their beliefs and their brand. In this case, Bella Hadid claimed she didn’t know the full extent of the festival. This is like a lack of care for their young followers, showing their interest in easy money more than setting a good example to their loyal followers.
The other side is to lay the responsibility with the event marketers themselves. It should be their job to provide a detailed explanation of the event and truthfully give the correct information for the influencers to advertise.
What do you think?
Do you think influencers should be responsible for the products and brands they endorse?
Are influencers going to far for a quick buck?
Let me know in the comments below!!