How Easily Influenced Are You?

Scrolling through Instagram or TikTok might seem like a fun way to pass the time for some, but for many others, it's turned into a full-time career. The rise of the ‘influencer’ has become one of the most significant marketing phenomena of the last few years and shows no signs of slowing down. Whether it’s Instagram, TikTok, or other social media platforms, influencer culture continues to grow rapidly, perhaps until either social media marketing is regulated in a similar way to traditional media such as television or magazines, or people simply grow tired of these platforms and move on to something new.

The next time you’re scrolling through your Instagram feed, take a moment to remember that many of the products endorsed by influencers are essentially advertisements. The most popular influencers often receive large payments (sometimes even thousands of pounds!) to promote these products to their followers. It’s important to note that many of these influencers have likely never even heard of, let alone used, the products they’re recommending. These promotional posts are often the result of marketing teams reaching out to influencers, offering them payment in exchange for their endorsement.

If you see an influencer promoting a hair or beauty product, for example, take a step back and think: why are they suddenly mentioning this product now? They’ve posted hundreds, if not thousands, of photos on their account and probably haven’t used this product before. So, how has it suddenly become integral to their ‘look’? Similarly, if an influencer is promoting a new gadget, skincare item, or food product, ask yourself whether they would genuinely use it in their everyday life.

A good way to assess the authenticity of an influencer’s endorsement is to have a browse through their feed to see what other products they’ve been recommending. It’s often easy to spot patterns, many influencers will promote a variety of products from different brands, and sometimes the products are completely unrelated. This can raise questions about how genuine their endorsements really are. Influencers, just like anyone else, are often swayed by the offer of money and perks rather than any personal connection to the product or service.

So, how much faith should you really place in the recommendations of these social media celebrities? We advise you to always do your own research. Don’t just take the influencer’s word for it, do a quick online search for the product, check out reviews on retailer websites, and look at customer feedback. This way, you’ll be able to make a more informed decision based on the experiences of actual customers, not just flashy Instagram posts.

In the end, remember that influencers are often promoting products to make money, not necessarily to help you make the best purchasing decisions. Stay critical, stay informed, and don’t get swept away by the latest trend or the next big celebrity endorsement. Trust your own judgement and use the resources available to you to make smarter choices when it comes to spending your money.