{"id":6243,"date":"2019-02-22T13:21:36","date_gmt":"2019-02-22T13:21:36","guid":{"rendered":"https:\/\/www.mouthymoney.co.uk\/?p=6243"},"modified":"2019-02-22T13:22:29","modified_gmt":"2019-02-22T13:22:29","slug":"is-influencer-marketing-immoral-confessions-of-an-insider","status":"publish","type":"post","link":"https:\/\/www.mouthymoney.co.uk\/pensions\/is-influencer-marketing-immoral-confessions-of-an-insider\/","title":{"rendered":"Is influencer marketing immoral? Confessions of an insider"},"content":{"rendered":"

It\u2019s a dreary Tuesday evening and I\u2019m sat on the sofa eating a ready-meal mac \u2019n\u2019 cheese,
\nwatching \u2018The One with Ross\u2019s Sandwich\u2019 for the tenth time.<\/p>\n

I flick through Instagram and watch my favourite influencer \u2018unboxing\u2019 the three free parcels she\u2019s been sent today. One by one, she shows off her new jade face roller, cashmere knit jumper and Mulberry handbag.<\/p>\n

I imagine a life where, having just put on my new cashmere jumper, I take my jade face roller out of the fridge, de-puff my eyes, pop it into my Mulberry handbag and
\nhead out for brunch with my influencer friends.<\/p>\n

Wiping cheese from my mouth, I order a jade face roller and find an almost identical cashmere-blend jumper in the sale. I feel one step closer to the influencer life I dream of.<\/p>\n

Now to secure an all-expenses-paid trip to Bali.<\/p>\n

Influencers (those with a large social media following that literally \u2018influence\u2019 others) are
\ncontacted by brands wanting to promote a new product. Brands either pay influencers to
\npromote said product, or \u2018gift\u2019 an item or experience in exchange for social media
\npromotion, thus advertising it to the thousands of people that follow the influencer.<\/p>\n

The lines between advertising and entertainment have become blurred and we\u2019re actively choosing to watch those we admire flaunting the latest hair product.<\/p><\/blockquote>\n

Consumers lap it up, frantically buying the latest \u2018must-have\u2019 and both the influencer and
\nthe brand saunter off into the sunset a few thousand pounds richer, while we, the consumers, are left penniless despite having \u2018super-soft\u2019 hair.<\/p>\n

Every time we open Instagram, we\u2019re presented with another product that we \u2018need\u2019. We\u2019re encouraged to use discount codes and \u2018buy before it sells out!\u2019. But what does this mean for those of us spending 10 hours and 27 minutes on Instagram a week? (I hate you
\nweekly screen time.)<\/p>\n

I\u2019m presented with a world full of free shellac nail treatments, paid partnerships with Gap, and gifted trips to 5* resorts in the Algarve. I\u2019m happy to admit that I desperately want that life, but know I can\u2019t have it without spending my life savings.<\/p>\n

Having dabbled in the influencer industry myself, I\u2019m fearful of being a hypocrite; I regularly accept \u2018gifting\u2019 opportunities and have been sent free clothing and haircare products, not to mention a pair of Gucci earrings. I\u2019ve never been able to afford a pair of Gucci earrings and am confident that, unless I win the lottery this weekend, I never will.<\/p>\n

So why am I, as a \u2018micro-influencer\u2019, presenting an ideal of life that I, myself, am not really living? Why am I \u2018influencing\u2019 others to buy things I wouldn\u2019t normally be able to afford<\/p>\n

Let\u2019s be honest, unless you\u2019ve taken a Buddhist vow to renounce your desire for all
\npossessions, it\u2019s nice to get free stuff.<\/p>\n

I regularly scold celebrities that use their platform solely to encourage you to purchase the latest teeth-whitening treatment.<\/p><\/blockquote>\n

But I also feel morally thwarted: should I be accepting free products in exchange for promoting them to others? Making those of us with smaller means feel inadequate and unfulfilled? Or even worse, making those desperate to live the life I\u2019m presenting fall further into a spiral of debt?<\/p>\n

Some will say this is not my responsibility but the responsibility of the brand and their
\nadvertising campaign. But since I was given the Gucci earrings, I\u2019ve felt more and more
\nguilty promoting products I simply wouldn\u2019t have if it weren\u2019t for my mere Instagram
\nfollowing of just over 3,500.<\/p>\n

I regularly scold celebrities that use their platform solely to encourage you to purchase the latest teeth-whitening treatment, yet I fall into this category myself.<\/p>\n

Previously, advertising was distant and impersonal: a billboard near your local train station, adverts on the TV between Blind Date, leaflets posted through your letterbox. We were able to ignore them, mute the TV, and throw away the leaflets without a second glance.<\/p>\n

But now the lines between advertising and entertainment have become blurred and we\u2019re actively choosing to watch those we admire flaunting the latest ghd hair product in their
\nbeautiful two-bedroom Islington flat.<\/p>\n

Of course, for the brands, this is advertising at its best. Influencers are selling a lifestyle,
\nnot just a product, and 100,000 willing Instagrammers watch and crave the supposedly
\nglamorous life the influencers present.<\/p>\n

But for us as consumers, it\u2019s dangerous; it sparks a desire for products we otherwise wouldn\u2019t have known about, it encourages frequent spending on products we don\u2019t need and promotes an unrealistic and unachievable lifestyle.<\/p>\n

Instagram is an ideal: a picture in a catalogue, an IKEA showroom, the elderly couple running along the beach in the BUPA advert.<\/p><\/blockquote>\n

The Instagram bubble becomes the norm and we\u2019re sucked into a world where
\ninfluencers go on six holidays a year (five of which were free), while we\u2019re desperately
\nsaving to go on one package holiday to Mallorca.<\/p>\n

I have to admit that I find accounts that solely advertise products incredibly dull \u2013 it\u2019s like
\nwatching a 24-hour TV channel full of adverts. The ever-expanding world of social media is becoming increasingly focused on \u2018stuff\u2019.<\/p>\n

What happened to asking someone about the last book they read? Or their views on the climate change crisis? Having a platform means having power, and influencers should use that power to make an impact, and I\u2019m not talking about one in sales.<\/p>\n

As consumers we need to remind ourselves constantly that Instagram is an ideal: a picture
\nin a catalogue, an IKEA showroom, the elderly couple running along the beach in the
\nBUPA advert. It\u2019s an advertising platform that we shouldn\u2019t get sucked into, unless we want our finances sucked out of us.<\/p>\n

I\u2019m not saying I\u2019m never going to accept gifting opportunities again, because I am. But I\u2019m
\ncertainly not going to accept them so frequently, nor am I going to accept things I wouldn\u2019t normally be able to afford. What you don\u2019t see is what I\u2019ve turned down: the jewellery, the fancy skincare, the expensive clothing I won\u2019t ever wear.<\/p>\n

As an influencer, no matter how many followers I\u2019ve got, I have a responsibility to portray my \u2018real life\u2019 as well as my \u2018Insta life\u2019, and if that means saying \u2018no\u2019 to free stuff, then so be it.<\/p>\n

I don\u2019t want to think about the amount of money I\u2019ve wasted purchasing things I thought would drastically improve my life, because let\u2019s face it, I\u2019m never going to be that jade-
\nface-rolling, Mulberry-handbag-swinging, cashmere-jumper-wearing girl I see all over the internet.<\/p>\n

I\u2019ve come to terms with the fact that every Tuesday I\u2019ll be sat on the sofa, watching Friends and eating a ready-meal mac \u2019n\u2019 cheese. (And I\u2019m secretly delighted.)<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s a dreary Tuesday evening and I\u2019m sat on the sofa eating a ready-meal mac \u2019n\u2019 cheese, watching \u2018The One with Ross\u2019s Sandwich\u2019 for the tenth time. I flick through Instagram and watch my favourite influencer \u2018unboxing\u2019 the three free parcels she\u2019s been sent today. One by one, she shows off her new jade face…<\/p>\n","protected":false},"author":56,"featured_media":6246,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[2],"tags":[8,16,40,65],"class_list":["post-6243","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-pensions","tag-beauty","tag-fashion","tag-health","tag-money","post_format-post-format-image"],"yoast_head":"\nIs influencer marketing immoral? 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