Video bloggers are admired role models - above all, they are often paid advertising media, which children don't always realize
The Chamber of Labor has published an interesting study on the topic of “influencer marketing”!
YouTubers, bloggers and the like talk about their dreams and concerns and are thus close to the world of children who emulate the lifestyle of their idols. Ideal for the advertising industry, which influencers are increasingly using for so-called influencer marketing, i.e. simple product advertising.
An AK study takes a critical look at the hip trend: Children often don't recognize that it's advertising.
The fact is: advertising would have to be labeled, which often doesn't happen. Platform providers sometimes avoid providing technical support for labeling.
Influencers sound like the flu - but they are the new opinion makers on social media and children's idols. They chat about fashion on platforms such as YouTube, Instagram, Snapchat, Tik Tok and blogs, give make-up tips and casually advertise products intensively. They let the children participate in their lives and teach them to be friends. But they are primarily paid advertising media for brand companies and their products.
A new AK study “Children in the Targets of Influencer Marketing” deals with this trend, its commercial significance, the many violations of advertising rules and the need for protection of young people. The AK commissioned the study from the Austrian Institute for Applied Telecommunications (ÖIAT).
Just a dream world:
“Children usually don’t realize that influencers are advertising,” says AK consumer advocate Daniela Zimmer.
The appearances of young YouTubers and the like often seem hand-crafted and therefore much more trust-building than classic advertising.
“The strategy of the advertising partners is obvious,” says Zimmer, “they bring advertising to the target group without it disturbing them. On the contrary: the target group voluntarily subscribes to advertising and is considered a cool, authentic, credible tip among friends - a dream for the advertising industry. The advertising is integrated into editorial content.”
Compared to classic marketing, advertising in blogs and videos is embedded more inconspicuously (often non-transparent), more interactive (i.e. endangering privacy) and perfectly tailored to the user's interests. It is often unclear where advertising begins and how legal rules are to be implemented on the platforms: for example, with unboxing videos in which products are unpacked and commented on, or sponsored hashtags in Instagram photos that are difficult to recognize.
Source: Chamber of Labor
On your own behalf!
At this point we would like to refer to the YouTuber DAGI BEE , who has often caught our eye. Compared to other YouTubers, she was one of the few who reported correctly on the topic of “MOMO” - and took the FEAR away from children. We also covered the topic here .
Now Dagi Bee has published a video in the last few days that fits the topic mentioned. This video is about how much YouTubers earn and how much work actually goes into a YouTube channel.
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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 )

