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Today I want to discuss an important topic, how far does an influencer's example of self-promotion and self-branding apply to everyone in the ‘job market’ or even online everyday life. Everyday we see an influencer post a selfie, promoting a brand or self-promoting but we need to look at the wider picture of reality and think.. Does it apply to everyone?

Influencers are open to a big platform whether it is using TikTok, Facebook, Twitter, Instagram or Snapchat, they are able to self-promote and self-brand themselves in different ways. Whether it is creating a vlog about their holiday, posting images of them having dinner, promoting brands they have been sponsored by or even promoting their own business. However the things they post does not apply to everyone.

Most influencers that self-promote themselves on social media show a ‘glamorous’ lifestyle. They will post images on their luxury holidays, fancy dinners, exclusive brand deals they get which in a way is seen as boasting. In my previous blog posts we discussed how some influencers do not consider the welfare of their followers and how they see it as a transactional relationship. All of this comes together as they create a branding that is not realistic that everyone can obtain. Most people work a 9-5 job and can not spontaneously jet off to the Maldives or the current hot travel destination for celebrities and influencers is Dubai. People may have to save for ages to be able to afford a holiday like that. Especially during the pandemic loads of people became furloughed or lost their jobs and there were influencers out their showing of them going away which may come across insensitive. Influencers need to keep consistent with their socials and followers but sometimes their self-promotion and self-branding does not apply to everyone. 

However, some may agree that it does apply to them as it shows them. It indicates how accessible social media is, whether it is to promote, starting a business, or even becoming an influencer. They may use influence from them to create their own career path. During lockdown many people started their own businesses and used social media to self-brand their business. A lot of influencers have become mentors to help other people pursue their careers by either giving them advice or posting their business on their socials. One influencer who I follow that has helped small businesses by promoting is Aliyah Raey. She frequently posts on her Instagram story that she wants to help small businesses by promoting. 

I guess you can say there are people who it will and not apply to but it depends on you. It may cause a lot of effects and distress to someone to be able to try maintain a lifestyle like an influencer or others may see it as a business opportunity. 

A question many wonder is the relationship between influencers and their followers genuine or is it seen as a transactional relationship. By transaction relationship I mean, do they use their followers for their own benefit to create income. Of course influencers create income from products or adverts they promote but some influencers may not care about the welfare of their followers. In my previous post if you have watched the video ‘Million Pound Selfie Sell Off’, they clearly show how certain influencers don't research the products they promote or they target gambling and alcohol to a younger generation. This can cause many issues because a follower who is under 18 should not be exploited to gambling or alcohol posts. Instagram advertisements now have specific guidelines so influencers have to clearly state whether it is a paid promotion or advertisement. 

We have seen many cases of celebrities and influencers that have promoted products gone wrong. For example, Scott Disick was promoting BooTea on his Instagram and copied and pasted the caption that they sent to him. You can see in the picture below. 

(Elite Daily. 2021. People Are Absolutely Roasting Scott Disick For His Latest Instagram Post. [online] Available at: <https://www.elitedaily.com/entertainment/scott-disick-copying-instagram-promotion/1499165> [Accessed 2 January 2021].)

It makes you think, do these influencers not think about what they are posting as long as they are getting the cheque at the end of it. It caused quite a debate especially on Twitter, as followers were reacting to the caption he posted and were asking whether this was a genuine advertisement he believed in. In my opinion, it probably took him 2 minutes to take an image with the product, copy and paste the caption and upload it to his Instagram. He probably doesn’t know much about the product he is advertising which is worrying because social media is open to young people. I looked into the company Bootea and it is advertised as a detox tea to make you lose weight however in the advertisement posted by celebrities they do not state that it is a laxative, it stops birth control and has other side effects. This is dangerous and irresponsible that celebrities are able to promote these products. This is why people have trust issues with influencers thinking whether it is genuine what they are advertising or is it seen as a transaction. 

According to Bazaarvoice “47% of customers are tired of influencer content that appears inauthentic and 62% of customers believe that influencer endorsements take advantage of impressionable audiences”(Lurillo, 2021). These figures are very high and convey that followers are getting tired of influencers posting the same things as other and taking advantage of them so they are able to gain profit. 

Recently I watched this interesting documentary on Youtube which I thought I would share with you guys. It shows how influencer marketing is a growing new medium, companies using influencers to endorse their products, social media advertisement not being clear and the dark side to social marketing. 

Youtube.com. 2021. Million Pound Selfie Sell Off. [online] Available at: <https://www.youtube.com/watch?v=oJZg86ggSZU> [Accessed 1 January 2021].

It’s crazy to think how an influencer like  Zara McDermott gets paid £3000 for one post on her Instagram! I would have to work full time at my job for two months to receive that wage!!! Although she honestly stated that she turns away 60% of companies that approach her as it is related to alcohol and gambling. She doesn't want to influence the younger audience on her platforms. This makes me wonder if the other celebrities that do take these offers, do they understand the consequences that come from these advertisements or do they one see it as a transaction?...

What is new way of marketing? 

Social media has become a big part of our everyday lives whether it is from uploading selfies, keeping in contact with friends and family or being informed with news. It has become a new popular marketing platform especially amongst influencers and celebrities as they can market for brands but also self-branding and self-promotion. Influencers are the new market!

Why are they the new market?

If you think about it, influencers have worked hard to gain the amount of followers they have and their followers they gain are natural. They have to be consistent in order to keep this up and interaction is key! Replying to comments, posting on stories, answering questions and giving opinions is what makes their followers grow. Interaction makes their followers grow but also trust them for example if they were to post a product review they've purchased, the follower viewing might be influenced to purchase the product. It is building a personal brand for the influencer. This is what attracts brands to work with influencers as they already have the platform, followers, views and insights. So when the influencer uses, shows or talks about the products it already boosts their market reach. 

Watch this interesting Ted Talks about how influencers have changed modern marketing:

Youtube.com. 2021. [online] Available at: <https://www.youtube.com/watch?v=gbbEXnRG9d8&feature=emb_logo> [Accessed 2 January 2021].

Do you know what the difference is between celebrity and influencer branding? This is a question I was never sure of until I researched it properly. 

It is easy to think celebrity and influencer marketing is the same due to their mass following on social media channels and how they promote themselves. However they are completely different… Here’s why:

Celebrity endorsement “refers to a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service.” (Celebrity Endorsement | Definition & Meaning | Optimy Wiki, 2020). The branding is built on someone who is famous through music, TV, films, radio etc. For example Kylie Jenner, she is a famous celebrity known for the reality show ‘Keeping up with the Kardashians’. Kylie Jenner has a huge social media influence with over 206 million followers on Instagram. One company that Kylie Jenner is associated with is ‘BOXYCHARM’. Every month she uploads a Instagram story of her revealing her BOXYCHARM box and what is gifted to her. The brand is associating Kylie to the product which will draw people into buying it. Here's an example of a video she uploads to her story: 

(Youtube.com. 2021. [online] Available at: <https://www.youtube.com/watch?v=f1rMcA3uf1o> [Accessed 1 January 2021].)

An influencer is different as they start building their followers through social channels like social media, blogs, vlogging etc. There are many influencers who have become successful through vlogging on Youtube like KSI, Zoella, PewDiePie, Ace Family etc. 

An influencer who I have been following for ages is ‘Melissa’s Wardrobe’. She is a celebrity fashion stylist but also blogs about luxury fashion and lifestyle. Melissa is known for her very honest opinions of brands and she will  promote products she believes are good quality. She currently has over 196k followers on Instagram and is well known for her hashtag trend #MelMadeMeDoIt. Melissa has influenced many people into purchasing products she has reviewed or bought herself, from Zara clothing, Skincare products, Pat McGrath lip glosses etc. Myself, I have been part of #MelMadeMeDoIt as I have bought candles, perfume and a dress. I can say I have not been disappointed! In fact, to buy a perfume online I never smelt and for it to smell amazing, I will definitely use another of her recommendations. 

(2021. [online] Available at: <https://www.instagram.com/p/CHN_fL4pBdG/> [Accessed 1 January 2021].)

Celebrity and influencer branding has become a new way of marketing and it is expanding. According to MediaKix, brands are expected to spend £11.5 billion by 2022 on social media influencers. That is a huge figure!! 

Hi everyone! Welcome to my blog called MoneyFace. 

I’ve found an interest in how celebrities and influencers use their selfies to brand themselves on social media. I have many questions like what is so special about the selfies they post? Why does it gain so much attention? How do they brand themselves? 

So I thought I would create a blog and answer these questions I’ve always been asking myself but also go into more depth. I will explore how far does their example of self-promotion and self-branding apply to everyone in the ‘job market’ or even in their online everyday life. If you have been asking these same questions, you have come to the right place!. 

Stay tuned and keep an eye out on my next blog post!