Social media communities and network assignment 1
The Impact of Influencers on Social Media (Instagram) Users through online marketing.
Abstract
The main aim of this paper is to help raise awareness about the different aspects of influencers on social media throughout their marketing strategies for social media users. This paper highlights the different strategies used by the influencers and their impact caused on their community. Influencers are very much in vogue on Instagram, they are found everywhere. There will be the use of peer-reviewed articles, journals, books, and the latest fact as well to prove the supporting argument. The main focus of this paper is the strategies used by the influencers to influence their community on Instagram. This paper also highlights the impact of these marketing strategies used by the influencers and their consequences more precisely.
Keywords: #Instagram, #Social Media, #Strategies, #Marketing, #Online, #Impact, #influenced.
Introduction
Instagram has always been among one of the most frequently used sites in the world according to human tendencies because people stay connected through the use of social media and it is the only place where most of the information, conversation and also it has become like a norm to be on Instagram platforms for any imaginable purpose. (Cao et al., 2021). As time flew by the term influencers started becoming known to society and it has contributed to our economy many well-known people are known to by this term. Influencers are people who share their day-to-day life about every little thing that they usually do. (Mero et al., 2023). Influencers are also known for having a larger number of followers on their Instagram platform and they are rewarded in monetary value for sharing content and product to be consumed by their communities online.
Influencers are indirectly people working for their community by doing a collaboration with other brands to raise awareness on certain products because it is their job, this is considered something convenient and passionate work for them because it is in their comfort zone and they help to keep consumers active also. (Kim & Kim, 2021). They are sponsored to review products and share to help people with their purchases and struggles, by showing the before and after the procedure with the product that they are marketing which is very helpful. (Cao et al., 2021). The influencers do not really take into consideration that they are providing good customer service and most of those watching it are usually satisfied before they go and purchase the product, they also help to build awareness about many things which was still unknown to them.
Actually, it is important to take into consideration that influencers have both positive and negative sides because they have an impact mostly on the younger generation as they are the ones spending most of their time on social media looking up to those influencers like their second parents. The influencers have a psychological impact on them because they are young and influenceable so they influence their way of dressing, thinking, and lifestyle in general. (Cao et al., 2021). Also, to be noted influencers have a strong influential approach because they affect the whole mindset of a person and they have the tendency to accept that these are the new things that they imperatively have to follow in order to keep up with the trending things. Considering the overall approach this paper will identify and explore further on.
Body
In general, social media influencers.
Influencers find it very easy to convince people about their purchasing power because of the way they do their online marketing, they make use of people’s comments and reviews and the good messages received by their followers on social media platforms like Facebook and Instagram and subscribers from YouTube which makes it easy to influence the target audience to proceed to the website and make the purchase. (Mero et al., 2023) Influencers in itself are very a big word because it consists of people who are well known, celebrities, and powerful people. they share their experience and knowledge about the product with their community to stop them from wasting their money and time searching for products and spending money futilely. Also, they share and maintain a good bond with their followers via these acts which is encouraging them to follow and spread positive awareness throughout the platforms. (Mero et al., 2023). Digital marketing is a sustainable practice and it is being practiced by influencers for better results and to encourage people to be more active and interactive as social media is our go-to person for every little thing nowadays.
The well-known term influencers were known recently throughout the last century, the eighteen century to be more specific and when it grew to be more popular and there were so many positive words that were being spread out about influencers, first there were celebrities that were famous who were doing the marketing placements but then, later on, people with a huge number of followers and who were certified was following and contributing to the trend because they found more advantage compared to the disadvantages. (Ouvrein et al., 2021). They used to do this on Facebook and YouTube at that time before the popularity of Instagram and later on, Instagram took a toll on those media platforms which is still now the leading social media platform for influencers.
When we are talking more specifically about social media influencers, they are the future of our tomorrow because they have worked to build a good reputation and they have enhanced knowledge on the particular products and marketing about things that will be beneficial for their community. Their content Most of the time attract many people and their community share things related to their expectation which indirectly meets their requirement for what they were looking for this help to facilitate their life because of how busy they are during their daily life. (Vrontis et al., 2021).
As a result, many people rely on the response of the influencers and their approach towards a particular product because they believe that instead of wasting time and looking here and there, it’s better that they look for reviews to clear their doubts. However, their impact on youngsters is still a concerning point because whatever the influences are doing can be false and done just for the sake of money. (Wu, 2022). All of this creates doubts about influencers and they in their development change so they will have the tendency to assume or view things as they show the youngsters especially.
The effect of Instagram influencers online.
Instagram influencers online have both a positive and a negative effect on their communities because not everyone holds the same judgment and opinion on certain things. Their community is full of people of different ages, mentalities, and different ways of identifying things. They help to raise awareness about many subjects like mental health awareness and applications to subscribe to for better mental awareness and a positive balance between positive and negative thinking. Different people and different mentalities mean that people take things differently therefore as the youth of our generation is born with all the latest technologies available in hand they are more at risk of being influenced and it is only through their actions that it can be noticed whether it is in a positive or negative manner that things have been taken. (Wu, 2022). Influencers on Instagram when they are sharing their daily life, many people have the tendency to find themselves in a certain group of people which is human nature however most Instagram influencers do not talk about how they remain fit in an open way like they make use of surgical appliances and even correct their complex which encourages people following them to feel uneasy in their skin.
According to (Instagram 2023), Selena Gomez who is well known for her rare beauty makeup company was body shamed for putting on weight after her lupus surgery she is the world’s most followed celebrity but people in her community raised awareness of this topic, and people of all body type and color are not compared or denigrated for any reason.
As a result, Instagram influencers have more of a negative impact on youngsters compared to a positive side because those influencers do contribute to these aspects which influence the critical thinking of all their followers, they feel the need to have that particular product that they are advertising and most of the time they are good product with the high sales price. Their community takes those influencers as their role model and they follow their daily life routine and make their best to buy all the marketed products or applications to feel heard and seen as their favorite by them.
Consumption by the followers
Influencers on Instagram as discussed above do have an impact on their communities because they have to promote marketing content and encourage people to buy or participate in the giveaway to raise the awareness again on those products. Social media users are always connected to their devices which allows them to see through their number of interactions and with technological advancement influencers are able to promote their content and make better marketing strategies to provide the right product to their consumers. (Packer et al., 2022). Instagram Influencers share their daily lifestyle which makes their followers want to follow them and do the same things like dress, eat, or live and even think like they adopt their way of thinking which is a bad point because they will be lost in this journey of finding their own identity and authenticity about who they truly are and what they are supposed to be and their goals to be accomplished in life. (De Veirman et al., 2017). Those people should detach themselves from online platforms and take a good look at themselves and their lifestyle, whether it is appropriate for the way they are living and spending some family time with their close ones to make us better and share critical points of view in terms of their time spent online.
The influencers on Instagram post all sorts of things like alcoholic drinks, luxury products, and mental health awareness like purifying one’s energy for a good and positive environment. Influencers on Instagram have their positive side but when they show too much of their life which is actually the main purpose of everything that the term being an influencer means. But there are many people that are not able to share the same purchasing power which in turn feel left out and this affects their mental health later on. (Doshi et al., 2023). Influencers when they share pictures about what they are eating usually include a lot of sugary, salty, oily, or alcoholic drinks which is not recommended for social media users especially youngsters as they are in their puberty phase and they tend to, later on, develop disease and be complexed like obesity, diabetes and more.
Conclusion
According to Instagram 2022, all the influencers never really wear or use the product that use for marketing purposes instead they are seen wearing branded clothes from people or places that they were not given to use or for their marketing content. They do not really adopt a healthy lifestyle instead they are seen eating luxury food which is very expensive and contain all the negative part which is oil, a lot of sugar, and not to forget salt. Social media is a glimpse of life that is not like what these influencers are showing us instead it is totally different from all the hardships imaginable in life.
In conclusion, influencers have both a negative and positive impact on the youth of our generation and they are more likely to be influenced and attracted by all sorts of influences but when we see things in a critical way, we can see and analyze that their is more negative effect compared to the positive ones. Influencers are marketing their content but most of their followers are youth and they are exposing them to all sorts of marketing content which according to them will be all good, especially for matters like skincare. They will be more prone and attracted to such things because it’s human nature to want to look pretty naturally. The influencers should not portray a life that they are not really living and instead show the real side of life and focus more on happiness instead of asking for advice from their followers. This will lead to people having the tendency to find them in these influencers or celebrities. It is advisable for the responsible party to always keep an eye on what their children are doing.
Reference list:
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Doshi, R., Ramesh, A., & Rao, S. (2023). Modeling Influencer marketing campaigns in social networks. IEEE Transactions on Computational Social Systems, 10(1), 322–334. https://doi.org/10.1109/tcss.2022.3140779
https://www.childrenandscreens.com/media/press-releases/the-influencer-impact/
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Packer, J., Russell, S. J., Siovolgyi, G., McLaren, K., Stansfield, C., Viner, R. M., & Croker, H. (2022). The impact on dietary outcomes of celebrities and influencers in marketing unhealthy foods to children: A systematic review and meta-analysis. Nutrients, 14(3), 434. https://doi.org/10.3390/nu14030434
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influencer Marketing: A systematic review, Integrative Framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
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