Is influencer marketing unethical?
Is Influencer Marketing Immoral?
Influencers have extreme influence. Young consumers in particular follow them enthusiastically and sometimes unconditionally on social media. The study "Influencer 3.0" by the research unit MScience now provides food for skeptics of influencer marketing. Is it immoral for influencers to promote products?
Young target group in danger?
The survey of young consumers by MScience showed that 11 to 15-year-olds in particular worship influencers as figures of identification almost unconditionally and emulate them. Is that a serious setting for advertising? Is it allowed to use trust commercially? Or is influencer marketing actually immoral?
First of all, of course, it is practically good form that young marketing trends are morally questioned. It is still popular to contrast marketing as seduction in person with unsuspecting and unwilling consumers, who are just as helplessly at the mercy of advertising campaigns as the seafarers are exposed to to sirens in Greek mythology. So now influencers are the bad guys to watch out for. Young people have always been looking for idols. From Elvis and James Dean to Madonna, Nirvana or Tokyo Hotel to Taylor Swift and Cristiano Ronaldo, nowadays famous and popular people were and are style-defining. By no means only young fans dressed like them and secretly practiced gestures and facial expressions of their stars in front of the mirror. They all grew up as normal.
Trust in a Commercial Context?
First of all, let's ask why influencers play such a big role in marketing in the first place. Quite simply: Because people consider other people to be more trustworthy than companies. If this trust is now used in a commercial environment, it is of course tricky. It requires a responsible use of information. But where is that different? Are sellers immoral because their aim is to sell? Are media houses immoral? The answer is: it depends. The good thing, however, is that word has got around that with honesty, any marketing is more successful in the long term. Incidentally, influencers can no longer pretend to be independent. Paid contributions are also marked as such. Anyone who stands up for a product as a person also stands for what they say as a person. In our opinion, the incentive for influencers to be honest is very, very big.
What are actually "good" products?
There is of course immoral marketing. Namely, wherever consumers deliberately conceal the serious disadvantages of a product and where false information is given about a product or service. But apart from that: What reproach do you want to make Gabirano, for example, if he produces a funny Fanta spot as a Fanta consumer?
It is the consumer himself
Orpheus, the singer and poet from Greek mythology, managed to drown out the singing of the sirens with his own music. Odysseus, the hero of Ithaca, had himself tied to a mast so that he could hear the sirens but not be addicted to them. So both managed in their own way to drive past the beguiling song of the female mythical creatures. Ultimately, everyone decides for themselves. And the good thing is: Young target groups, which some seem to have little confidence in, are much fitter and more critical when dealing with social media than their older contemporaries. You grew up with it. By the way, people are usually seduced much earlier and from a completely different perspective. Or when did you drink your first lemonade?
Still moral concerns?
Then contact the Yxterix team now!
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