Advertising’s Insidious Role In Social Media Influencing
The screen illuminates, and dopamine is released. We eagerly bring the device to our face and we begin to light up as well. We swipe through dozens, even hundreds of digitized pieces of information. We scroll through the typical baby photos, the glamor-clad celebrities, and an ad or two. There goes another ad, a shot of someone’s untouched breakfast, a childhood friend. An ad again. You believe in what you’re seeing. You trust that it’s honest and transparent.
Sixteen of the United Kingdom’s most influential social media stars avoided possible jail time by pledging to the Competition and Markets Authority (CMA) that they would be more transparent about endorsements. The celebrities, with millions upon millions of followers between them, include the likes of pop stars Ellie Goulding and Rita Ora, models Rosie Huntington-Whiteley and Alexa Chung, and online personalities such as YouTuber Zoella.[su_pullquote align=”right”]Sixteen of the United Kingdom’s most influential social media stars avoided possible jail time by pledging to the Competition and Markets Authority (CMA) that they would be more transparent about endorsements.[/su_pullquote]
The CMA can be understood as the UK’s form of the United States Federal Trade Commission. These consumer protection agencies seek to ensure that any advertisement that consumers are being subject to reflect the honest opinions of the sponsoring advertiser. Consumer protection laws require that advertising parties disclose that they’ve been paid or incentivized to promote a product. An endorsement on social media by a celebrity or influencer can help brands amplify online traffic and can lead to boosted sales and brand recognition. The formal commitments of these influencers have placed even greater importance on the necessity for transparency and disclosure and has thrown online endorsements onto the mainstream media stage.[su_pullquote align=”right”]The formal commitments of these influencers have placed even greater importance on the necessity for transparency and disclosure and has thrown online endorsements onto the mainstream media stage.
[/su_pullquote]
The ping of an alert, and we’re drawn back in. We fall into the fantasy, into the unobtainable lives of those we consider relatable. We feel like we know them, like they could be some distant relative we don’t see anymore. A best friend who moved far away but whom we are still able to keep in touch with across the Internet. They become part of our lives. We want to know what they have to say, and we honestly care for their input and advice. They are people we can lean on. We can escape with them into their shimmering vacations and listen to them describe the triumphs and shortcomings of their days. A personal connection is formed through the perceived intimacy of screen to screen contact. When it comes to LinkedIn one can get cloud based linkedin automation and make sure it is easier to handle.
When a brand endorsement is not disclosed to an influencer’s following, there is a breach in ethics as it pertains to the recommendation of a product under false pretenses. The followers believe that the influencer is genuinely a fan of the product, that their opinions are not swayed by external sources and that they are being honest with them. Due to the relationship that these influencers have with their followings, ones that are based upon relatability and openness, their endorsements may not be seen as an advertisement. This is dangerous. Transparency in online influencing must be enforced because we need to be aware of how and why information is being disseminated to us. We need to be able to know how we are arriving at our opinions and if they are based in honesty.
The mystique of the internet is still seen in the ignorance that traditional media has towards online platforms and their widely celebrated social influencers. Just as there is mystery surrounding the truth of what is being posted and shared online, there is a more general ambiguity towards the presence of online celebrities in popular culture. When YouTuber and beauty ambassador James Charles’s visit to Birmingham, England left the United Kingdom’s second largest city gridlocked, the mainstream media was left puzzled. Confused and perplexed discussions occurred across British air waves, and media outlets were seen publicizing articles with headlines such as the Daily Mail’s “WhoTube? Virtually unknown US vlogger and his 8,000 screaming fans bring Birmingham city centre to a shock standstill with extra police drafted in amid crush fears as he opens cosmetics store.” James Charles is one of the largest influencers on YouTube with an audience of more than 14 million subscribers and channel views surpassing 1 billion. To refer to him as “virtually unknown” speaks to a widespread lack of diligence and regard for the severity of celebrity influence.
[su_pullquote align=”right”]We need to hold those who influence our beliefs and culture accountable and we need to be made aware of the incentives behind their endorsements.[/su_pullquote]In taking legal action against top social media influencers in the UK, the CMA established the celebrity of online personalities as something that could insidiously cause manipulation in their followings. Today, it’s colorful eyeshadow pallets and refined watches that are being pushed under the guise of superficial trust, but tomorrow it could be ideology and political belief. According to Business Insider, Indonesian political players are already paying influencers to spread propaganda for the country’s upcoming elections this year. We need to hold those who influence our beliefs and culture accountable and we need to be made aware of the incentives behind their endorsements.
Ryan Martirano ‘21 studies in the College of Arts & Sciences. He can be reached at rtmartirano@wustl.edu.