Pros And Cons Of Influencer Marketing

In celebrity culture, celebrities use social media as a tool to build relationship and stay connected with their fans. Young and Pinsky (2006) make a claim that celebrity culture has generated a curiosity about celebrities’ personal lives. Adding on to this research, Marshall (2010) states that celebrities are willing to reveal their personal lives so that they can gain more followers. He also shows that celebrities reconstruct their profile for online personal branding by uploading personal posts related to their everyday lives. He demonstrates this through observing the actor Vin Diesel on social media. Marshall call this as “the presentation of self”, that celebrities expose their information in three different levels: “public self”, “public private self”, and “transgressive intimate self” (p.44).

Status Updates author Alice Marwick is an experienced academic observer of American online culture who subjectively weighs in on the new era of media and where this social media phenomenon is in this country let alone the world. This book takes you on a personal journey sheading light on old and new ideas such as, dot com era, Web 2.0, self- branding, Neoliberal capitalism, the up rise of micro celebrities, and online personas. Although precisely written and full of extensive qualitative research, this book is mostly over opinionated and anecdotal. A good amount of what Marwick is preaching isn’t necessarily true and full of negative rhetoric towards men such as Gary Vaynerchuk, a self-branding guru who she actually dedicates a part of her book too along with others. Most of the book is full of her first hand experiences in northern California tech start up hotbed areas where most of her work was done by good journalism.

Cole Hatter, a successful businessman and founder of the Thrive conference, is a living example of how you can become an influencer the right way. In a recent podcast, Cole shared his knowledge about the subject. He says the first step in his success as an influencer was becoming successful as a businessman. Today, many people want to jump over the hard work. They want to go right to the end of the process. They want to become social media sensations, teaching others how to be a success in some niche without having success within that field themselves. Cole says when you do this, you are building your house on cards that will most certainly crash down on you at some point. Since being an influencer is

Since the introduction of YouTube almost 10 years ago, the site has grow well past a simple website that comes and goes with trends. YouTube has now become a major player in entertainment media. It now attracts thousands of advertisers and business’ in attempt to grab the attention of the growing Internet audience. The difference between television productions and YouTube productions is who is on the other end of the camera. The creator, actor, editor, and marketing person are all in one individual. An array of people are now taking their career’s into their own hands and attracting their own audiences. These people now find themselves in a new era of media in which everyone including their income is coming to them from comfort of their homes. In my paper, I plan to discuss how the internet has created a new form of fame that as well gives those who are famous an income, and career that could last long past their three minute video post.

“Fame is like a river, that beareth up things light and swollen, and drowns things weighty and solid,” Bacon said. The media is extremely powerful sources because it leads people be able to know what is going on in the world. Moreover, the media can control people to believe in what they report because some people do not carefully analyze what they see or hear. Thus, it can heavenly build anything and also blow everything away due to its power. To illustrate, celebrities are the obvious products from the media because it sells celebrities’ personal life. Paparazzi are one of the most important sources of the media. Many luminaries are followed and photographed by paparazzi because every step of them is money that the paparazzi can sell photographs to the media. Bouzad said that the pictures of Jennifer Lopez with

Through social media sites like YouTube and Facebook, many online celebrities are able to make millions of dollars simply by uploading videos. Many of these people receive more hatred than respect though, as deep down most people envy those who make more than them. Most online viewers believe that making a living off of these platforms is unfair because it requires very little effort or that anyone could make a career in this way. If this was the truth, why do only so many stars emerge? Making a living through social media is not easy, and every online personality starts off as a normal person which means that if they want to get to the top, they need to have the drive to make it there.

These social networks allow us to see the reasons that certain things become popular within our culture. One such reason could be the extremely important concept of word of mouth. This not only comes from direct communication, but is readily present throughout all forms of media. Extremely influential aspects of this would include both opinion leaders and market mavens who along with word of mouth, have strong influence on people’s beliefs within society on certain topics. Another important aspect to recognize is the presence of subcultures within our society since they tend to be separate from the larger majority of society and hold their own beliefs and values. They tend to function based on the specific context of their social group which again highlights the importance of networking. This idea of networking can also be applied to people to invest time in book clubs, fan fiction writing, cosplay, etc as it is the connections within that group that gives it meaning and strength. The largest takeaway from this chapter is without-a-doubt the vast influence that social networks, subcultures, and word of mouth have on just about all aspects of media and

As opposed to the glamorous lives of traditional celebrities, Youtubers appear more attainable with their lives being just as ordinary as our own. Unlike Hollywood celebrities, vloggers share struggles that connect with a greater portion of society, embodying these issues in various forms that range from risible rants about the daily grind of work to satirical skits on obscure trends. As a small representation of a larger group of people, they connect to us and we connect to them. It may not be a two-way relationship, but the shared values bring us all the more closer. Almost as if we are real friends. They make us laugh. They respond to our comments. They are among the most subscribed Youtube channels, like PewdiePie with over 53 million subscribers, NigaHiga with over 19 million subscribers, IISuperWomanII with over 11 million

Many companies are convinced that there are a limited number of “influencers” on the web that can endorse products and attract the attention of massive amounts of consumers (O'Brien & Marakas, 2011). Supposedly these people have a near mythical ability to create an internet sensation by the mere mention of a business’ wares, and finding these individuals is important to marketing departments since studies have shown that people are more receptive to the advice of third parties above the information provided in the advertising from the product companies (Matthews, 2013). However, firms have found these Michael Jordan’s of social media to be extremely difficult to find and marketers from LinkedIn, BzzAgent, and Umbria have concluded that this

Today, a term called “digital narcissism,” is the driving force for the everyday person which creates a “tiny universe of prominence” by carefully crafting our identities through social media. This concept was introduced by writer Andrew Keen, “A self-promotional madness driven by our need to continually manufacture our own fame to the world” (ajkeen.com). Society seems to be embracing, even chasing the spotlight that Truman was so eager to escape. Truman wanted to escape the shackles of his caged celebrity. We believe that fame brings us importance. We want to flee our mediocrity and become something like Truman. Like Truman, though, we want to be in control of our own narratives, which is why we see so many reality TV stars eager to get on

Technology drives the world in which we live in, and mobile technology is at the forefront, allowing users to access an infinite amount of resources on the internet, 24 hours a day 7 days a week (XXXX). The rapid technological advancements has shifted the consumption of media from television, magazines and billboards to online digital media channels accessed via mobile devices, creating a ‘bedroom culture’ (Sumner, 2016) for many. The shift in media consumption has particularly been induced by the emergence of Social Networking Sites as well as other online platforms, which have become an integral part of our daily lives. SNS enable users to follow the lives of models, celebrities and peers, at the touch of their fingertips (Barlie, 2011).

Since social media is so easily accessible to everyone nowadays people don't care to go and grab the latest vogue for inspiration, they will go on their phones and check their instagram, twitter, Facebook or any social media account to see whats trending. In L2's Advanced IQ List, which positions form brands as per their site offerings, online business, computerized advertising and web-based social networking mindfulness, US ladies' dress planner Tory Burch beats understood worldwide extravagance brands, for example, Gucci, Hermes and Chanel. This shows the huge impact the influence of social media can have on the Fashion industry, the world is moving and progressing through social media and those who chose not to utilize this part of technology so widely used, are going to fall behind those who do. People who are very high up in social media have a very big platform to promote and influence others. Nowadays if you have a huge amount of followers you are practically famous with all eyes watching you. Fashion corporations want people who have this huge platform on social media to promote their styles due to the fact people are going to be strongly persuaded to want or to want to look like something if someone they keep up with on social media looks a certain way or wears a certain piece. Fashion trends from all over the world come to meet each other, merge, change and evolve through social media. The concept of the see

Additionally, given what their audiences expect, content developed around these digital creators must capture their personality; otherwise, it will fail. It remains to be seen just how much of the “mainstream” content created by digital stars will succeed. To back one of these projects, an investor must believe three things: 1) there are “built-in” audiences that will come out and pay to see their favorite online stars; 2) digital creators can rally audiences without significant marketing costs (i.e. via social media); and 3) their audiences are conditioned not to expect high-production quality.

Social media has created an avenue for individuals, regardless of age, race or status, to be able to achieve fame. There

This investigation on the use of YouTube in Singapore provides a utopian narrative of social media, as YouTube has provided both producers and consumers an alternative platform to traditional mass media, on which users can produce and share their desired media contents exclusive of Singapore’s censorship restrictions. Furthermore, it reiterates the importance of context and repeated performance in decoding identity on social media. The entertainers were able to draw a divide between their identity and the different characters they portray on-screen because the outros provided context on which their performance should be interpreted, which was facilitated by the collapse of frontstage and backstage on the videos. Moreover, these YouTubers their popularity to boost their projects in other ventures by utilizing the traversability afforded by YouTube’s structural framework. They were able to consolidate weak ties into stronger ties by reaching out to fans on multiple platforms. The use of these platforms simulated a sense of intimacy and authenticity between the audiences and the entertainers, and the translation of attention from the channels to the YouTubers’ personal social media accounts boosted their social capital, which brought them further recognition and endorsement opportunities.