Social media brand deals and influencers

Leah Lindemann

ll456717@gmail.com

When scrolling on Instagram, it can be difficult to tell what a sponsored post is and what is a genuine post. No influencer is able to rave about a product without followers believing that the post is a sponsored brand deal. 

In today's day and age, the job of an influencer is the new rave. Anyone could become an influencer if you have a large following and are interesting enough to be the main topic of a conversation. Influencers can make up to thousands and thousands of dollars for talking about a brand or product on their Instagram but honestly how effective is the post towards their followers. 

Speaking for myself, if I see an influencer post on Instagram and see the word #sponsored, I will scroll past without a second thought.  There is this reputation that an influencer will only talk about a product as long as they are getting paid to do it. Yet, that is a part of their job and they get paid no matter how effective their post is for their followers. For example, if an influencer post about a product, how many of the influencer's followers will make a move to buy the products solely because the influencer told them to. 

Picture source: Influencer Picture

In an article by Paige Cooper, it states, "92% of Instagram users say they've followed a brand, clicked on their website, or made a purchase after seeing a products/service on the platform,"

If a person that has a high amount of fame and followers' states that a brand or product is amazing, then their followers will be influenced to use that brand or product. For example, if a makeup artist with a high following like James Charles states that a product is a must-have then lesser-known makeup artists who look up to James will take his word that the product is a must-have. Influencers will develop a relationship with their followers who will believe anything that they say or promote, even sponsored content.  

A perfect example of a brand taking off due to social media influencers is Sugar Bear Hair. If you own an Instagram and are female,  this company was all over everyone's feed due to influencers constantly posting about them a few years ago, specifically Kim Kardashian and Kylie Jenner. The Kardashians are some of the most famous people on the market right now and the trendiest. They are the type of influencers where if they state a product is life-changing, followers will believe them. 

The Kardashians were some of the first well-known celebrities who became a part of sponsored posts and Sugar Bear Hair was one of the first brands to sponsor posts made by influencers. 

In an article by Grace Tao, she states, "Indeed Sugar Bear Hair is the OG of influencer marketing on Instagram, dating the debut of its first sponsorship posts back in 2016,". 

Instagram used to be the place where any regular person could post whatever picture they wanted to connect with friends. Now Instagram is full of influencers posting sponsored content. Any user is still able to post what they want but since there is so much outside social pressure from influencers, it's essential to post the perfect picture or else you won't get enough likes or attention.

Some may disagree with the drastic change of social media and its sponsored content, but with the digital age in full swing this is the new normal for advertising. Maybe one day, you too could be an influencer promoting gummy vitamins or become a well-known makeup artist posting sponsored content.