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> Despite the industry's known problems, Camp said that in some cases, influencer marketing was still perceived as more desirable because there's a level of aut
by hx8 2y ago
> Despite the industry's known problems, Camp said that in some cases, influencer marketing was still perceived as more desirable because there's a level of authenticity when someone you follow and trust is pitching a product versus just an anonymous ad.
This is the linch pin. It's a $21B industry because it works. A lot of influencers do not have the expertise and infrastructure for the same level of red tape and guard rails traditional celebrity endorsements include. Some brands, such as bud light, have had bad responses when using influencers to promote their products. I think the worst thing that could happen is that disgruntled companies that used this marketing channel wrong lobby to add a ton of legalize to the channel that will ultimately lower the authenticity of the whole market.
- AlexandrB 2y ago> Despite the industry's known problems, Camp said that in some cases, influencer marketing was still perceived as more desirable because there's a level of authenticity when someone you follow and trust is pitching a product versus just an anonymous ad. I'm increasingly finding the opposite to be true: someone I trust hocking a product of questionable value makes me question their authenticity and their expertise. The most stark recent examples was NFTs. Anyone pushing this stuff wanted their audience to lose money to scammers or was at least indifferent if they did. Instant bozo bit[1]. [1] https://en.wikipedia.org/wiki/Bozo_bit https://en.wikipedia.org/wiki/Bozo_bit
- Quothling 2y agoI'm not sure how old you are, but as far as anecdotes goes it absolutely works on my teenage nephew and his social circle. Basically every product they own seem to be something they've seen someone with a lot of followers use on social media.
- AlexandrB 2y agoOh I can totally see that. I think when I was growing up it was musicians and other celebrities that drove teenage fashions. Most people hopefully grow out of it eventually - maybe after they get burned a few times by bad purchases.
- Quothling 2y agoI may be sort of rose tinted, but I don't remember celebrities having as much of an impact on my generations compared to the SoMe influencer celebrities today. Possibly because they're so much "nearer" to the consumer than celebrities were for us. There just wasn't that same para-social relationship, partly because you couldn't write (and get a response) from celebrities instantaneously back then. Today you can join their Discords and sometimes they'll talk directly to you, and I'm sure that's very hard to "deal with" (for a lack of a better way to put it) for a lot of young people.