OSP: Introduction to influencers

1) What years did YouTube, Twitter and Instagram launch?

YouTube in 2005, Twitter in 2006, and in 2010, Instagram

2) What is the definition of an influencer?

An influencer is someone who is able to persuade a lot of other people, for example their followers on social media, to do, buy, or use the same things that they do.

3) Give an example of an influencer and how many followers they have. Try and add some additional information, brand associations or other statistics if you can.

Kim Kardashian who has 221 million Instagram followers. graduated from reality TV

4) How big is the influencer industry according to the article?

 By the end of 2019, the influencer marketing industry was worth some $8bn a year and predicted that it would grow to $15bn globally by the end of 2022.

5) What are the problems associated with being an influencer?

There are the endless hours spent preparing for photo shoots, arranging photographers, changing outfits in cramped “pop-up tents”, editing photos and thinking up envy-inducing captions and hashtags.

6) Why is it suggested that audiences actually like being sold products by influencers?

It gives the audience a sense of identity as they feel a relationship with the influencer as their social presence inspires an audience. So when they are told about a product they are quick to buy as they feel it is aimed at them personally.

7) What representation of beauty is often found on Instagram or other influencer sites?

A look known as “Instagram face”. It’s “a young face, of course, with poreless skin and plump, high cheekbones”, long lashes and full lips – generally white but with a hint of “rootless exoticism”

8) What is YOUR opinion on influencers? Are they a positive or negative influence on our society and culture? Why?

I believe that although influencers main objective is to incentivise consumers into buying their sponsored goods they also pose a negative impact to our society as many influencers promote unrealistic body standards, which can contribute to body dissatisfaction and eating disorders among their followers. They also promote materialism and consumerism, encouraging their followers to buy products that they don't necessarily need or can't afford. With 77% of influencers being female these statistics are mainly brought onto teenage girls  as they feel the need to wear makeup in order to feel secure as they look more presentive in todays expectations of beauty