The EOTO I chose to reflect on was about online influencers. Online influencers are social media marketers that endorse products and are considered to have a social influence over their followers. Businesses themself are no longer the standard marketing technique for promoting their own products, influencers have taken over the industry and brands know that they're essential.
More than half of the United States population is on social media making it an essential part of many users' lives. With that being said, people tend to adapt to the trends that we see on social media. Online influencers are considered to be digital creators with a large following on social media. They produce content that is meant to encourage their following. Online influencers are basically online celebrities that are highly engaged and active on social media. Influencers collaborate with brands to promote their products or services.
My generation watched online influencers rise and gain relevance. There are many benefits for users that follow their favorite influencers. Influencers build trust and credibility with their followers by posting the brands that they're working with, further influencing their followers to purchase. As these influencers are working with brands, they're continuing to improve their brand awareness. The content that influencers post inspires their audience. Influencers can also gain compensation for the post, many online influencers do this as a career.
There are many negative effects of online influencers. Influencers can be promised a large amount of money for a post for a product that they don't even like. They will then promote this disliked product to their audience which can then create distrust between the followers and influencer as the post was not truthful. If an influencer is to not state that their post is sponsored this can also decrease their followers' trust. If a brand is to collaborate with an influencer that many don't like, its brand reputation will decrease.
Social media plays such a significant role in our everyday lives and the content that is being promoted has a significant impact on our buying. There are no guidelines to being an influencer, anyone is able to influence online, what matters is the impact that the influencer is making on their followers.
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