Have you ever scrolled on social media before? Most likely, the answer is yes. Social media apps like YouTube, TikTok, Instagram, and many other apps are booming in popularity. Chances are, you've seen many advertisements. Sometimes you may watch them, but you may also skip them and never look back. Even though you may skip them, advertisements have found a different way to your recommended page.
When people start to skip ads, companies get less time to hook you on their product. Once businesses lose their momentum, they need a new way to get your attention. Recently, many companies have been reaching out to influencers and paying them to showcase a product. The videos aren't always labeled as an ad either. Companies will pay the influencer to compliment the product, and sometimes even exaggerate the product's worth. Once the videos blow up, companies can raise their prices and make more money. Sprout Social says, "In 2021, almost 70% of US marketers in companies larger than 100 employees were expected to use influencer marketing. That percentage has been steadily climbing ever since and is expected to reach 86% in 2025." Almost all U.S. companies are using influencers to showcase their products. Usually, a video advertising a product will not be labeled as an ad, but there are signs.
A good way to tell if something you are viewing is an advertisement is if it is labeled as monetized. When a video is monetized, the creator can make money from the video. Monetized videos allow creators to get money by having content creators show the product and get royalties. This is not always true because as long as the content is original, you can make money. Usually, the easiest way to find out is if the content shown is a brand that the creator doesn’t own. Influencers usually showcase the product and talk very well about it, but it may be false.
The reason consumerism works so well with influencers is because people don’t think it’s the brand talking about their own product. It can make the brand seem humble or trustworthy. Another reason is because the influencer has popularity, and usually an outgoing video goes along with their ad. This makes the influencer seem like a leader, so the followers go out and get the product. The behavior of going and buying the product because of other people is called herd behavior.
It's easy to fall for consumerism, especially in this day and age. It's important to know the signs, as these trends greatly affect the economy!