How influencers, content creators and lifestyle bloggers want to make money from their community
Social networks have long since grown beyond the function of networking. The operators of Instagram and YouTube channels know how to captivate their young audience. Last but not least, this is due to the mostly good-looking, trendy and open-minded influencers. Many are known from television formats such as the Bachelor, Germany's Next Top Model or other casting and reality formats. They give their followers insights into their home, their lifestyle or intimate moments.
Young people in particular often see influencers as role models.
The more reach is generated, the more lucrative the job as a “content creator” becomes. Advertising deals for cosmetic products such as lipsticks or hair treatments, teeth whitening, candles and sportswear seem to bring more than just change into the wallets of lifestyle bloggers.
“Instagram & Co. is increasingly becoming modern teleshopping – the only difference is that it is clear from the start that it is an advertising channel and something is supposed to be sold,” explains Stefanie Siegert from the Saxony Consumer Center.
Many influencers now comply with their labeling obligations with additional information in Insta stories or YouTube videos such as “ad” or “advertising”. However, this does not mean that the target group will realize that they are currently at a promotional event. Rather, it suggests to users that the products are recommended out of a friendly relationship.
Sentences like “You know, I really only recommend what I’ve tried myself” or “I’ve received so many messages about my outfit, I’ll link it to you.” are recited like a mantra for the community, to place an order. “It’s a marketing strategy. We lack the necessary transparency here,” says Siegert.
In addition to law enforcement, it is important to promote prevention services for parents, young people and schools. A critical examination of the digital world, for example on the occasion of Safer Internet Day, is the basis for a reflective approach to new media. The consumer advice center also has a wide range of prevention offers on offer beyond this day.
Related to the topic:
- The fake world of influencers, models and celebrities on Instagram
- Risk-conscious children, ignorant parents and approachable influencers
Article image: Shutterstock / By Roman Samborskyi
Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )