OSP: Introduction to influencers

 OSP: Introduction to influencers

1) What years did YouTube, Twitter and Instagram launch?

Instagram launched in 2010 and YouTube launched in 2005.

2) What is the definition of an influencer?

An person who has become well known through regular social media posts and is able to promote a product or service by recommending or using it online.

3) Give an example of an influencer and how many followers they have. Try and add some additional information, brand associations or other statistics if you can.

Kim Kardashian has 221 million followers on Instagram and she owns a multi-billion brand Skims (shapewear, loungewear and now beauty)

4) How big is the influencer industry according to the article?

The marketing industry was worth $8 billion a year 

5) What are the problems associated with being an influencer?

Problems associated include: many hours spent behind the scenes in photo shoots and editing; demanding clients; negotiating payment with businesses in the overcrowded market.

6) Why is it suggested that audiences actually like being sold products by influencers?

This is suggested because audiences see brand sponsorships as a signifier of credibility: influencers with more sponsorships, who attempt to sell more products, are seen as more important influencers by followers.

7) What representation of beauty is often found on Instagram or other influencer sites?

On social media, the representation of beauty is generally very narrow; expectations are heavily unrealistic (young face, poreless skin, high cheekbones), and the most beautiful are generally white, yet a small amount of racial ambiguity is also popular ("rootless exoticism"). This is due to the growth of cosmetic procedures and also due to filters, according to the article, which give influencers the opportunity to make their photos more unrealistic, making the beauty standard harder and harder to reach.

8) What is YOUR opinion on influencers? Are they a positive or negative influence on our society and culture? Why?

Overall, I think that influencers are generally a negative influence on society as they cause an unfair beauty standard, that can harm the mental health of much of the younger generation. Brand sponsorships also inspire consumerism in the general public: people continue to buy products even if they have no use for them, due to a fear of missing out created by influencers themselves.