Influencers are a strange concept.
We, as a society, seem to value their opinions so much that they impact what we wear, where we go, what we eat and even how we think.
The influence of influencers runs deep for millennials.
A good example of this in action is the Fyre Festival debacle.
(There’s a documentary about it on Netflix, go watch it)
Long story short, a guy had the idea to create a ‘super festival’ in the Bahamas. This included a few days on an island in the height of luxury mixing with some of the worlds top models, musicians and a host of accidentally famous people.
Tickets cost tens of thousands of dollars, but they sold like the hottest cakes you’ve ever burnt your mouth on.
To sell tickets, the power of the influencer was used like never before…co-ordinated posts by dozens of popular influencers created massive hype and essentially ‘broke the internet’.
The problem was, there was no festival….all the organisers had managed to muster was a few disaster relief tents on what looked like a concrete pier.
No luxury accommodation.
No high end food outlets.
5000 people went to extreme lengths to secure tickets and turned up in the Bahamas to a non-existent festival thanks largely to the power of the influencer.
The punchline is that people KNEW this festival was going to be an absolute shit show.
The influencers posting about the festival on social media KNEW that it wasn’t going to live up to the hype.
The marketing agency was relentlessly selling tickets even when they were almost sure it WASN’T GOING TO HAPPEN!
Both the influencers and the marketing agency carried on regardless because they were getting PAID.
And that is the important message here…
If a company is offering hundreds of thousands of dollars to post about their product on social media, some (most) people do it no questions asked.
Just as if a marketing agency is paid to market a product, they’ll find a way to make it sound attractive, even if they have the bend the truth (or just lie).
THAT’S WHAT THEY’RE PAID TO DO.
So let this be a reminder…if influencers and marketing agencies are willing to help in sending people to the Bahamas for a festival that didn’t exist…do you think they’d hesitate to try and sell us a weight loss shake or a detox tea?
If your fave celeb has started posting about a new detox diet, keep in mind they’re (probably) being paid to post about it.
And when you start seeing adverts for a new supplement which makes you skinny and cures all of your ailments, remember a team of people has been employed to make that product sound as attractive as possible…even if they have to lie a bit.
Look at EVERYTHING you see on social media with the most amount of cynicism you can muster.
Be vigilant out there people.