Marketing Communications & The Digital Age: The Influencer Impact

In today’s world, social media marketing has taken on an entirely new form as result of sponsored content and influencers. Just five years ago, digital marketing and social media marketing was creating a business Facebook or Instagram page. Today, it is less about being present on those platforms but rather how many consumers, viewers, and users you can reach. Sponsored content is what maximizes this– by having Kendall Jenner post a picture holding your product, a photo that you can share with your followers as well, you’re now reaching both your consumer base and her fans and followers.

As much as sponsored content can broaden the scope of reach for a company’s marketing communications, it can negatively impact both the individual making the endorsement and the company itself. For example, Khloe Kardashian has been continuously bashed for promoting products that may not be healthy for consumers, with fans also lashing out saying that there is no way she uses the products she endorses. This is problematic for her brand because it diminishes her sense of authenticity, and is negative for the company because it brings about negative press and commentary. How far is too far? Is it worth the potential backlash that may come about a sponsored content post, or controversial partnership/endorsement with a celebrity in order to further a brand? And lastly, without sponsored content, how does one tackle the new wave of online, digital marketing communications?

There’s other ways that sponsored content has backfired and further complicated marketing communications for businesses. The Atlantic reported in an article from December of 2018 that influencers are now faking sponsored content to further their brand, forcing company’s to speak out and distance themselves in instances where they have not paid the individual to promote their products or services (Lorenz, 2018). So now, not only is there the possibility of the company’s brand and image being damaged by poorly integrated sponsored content, but business owners have to also be aware of any faked sponsor content posts. Another influencer who recently watched her “speaking-tour” meets “workshop” project unravel into a scam said that a brand sponsored the event and provided beverages; to the company’s surprise, they quickly corrected her assertion to distance themselves from the increased scrutiny and negative commentary. Sponsored content can diminish company brand’s and their reputation to be seen as disingenuous, again, posing the question of how to grapple with creating modern, engaging, and far-reaching digital marketing content to supplement a brands marketing communications.

I am not sure what the right way to approach this issue is; the influencer crowd is only growing, as are the names of products, brands, and services that are seen in Instagram posts and stories. What I do know is that both influencers, celebrities, and public figures, as well as companies and brands, need to find a more authentic middle ground to maximize the effectiveness of their collaborative advertisements.  

References:

Lorenz, Taylor. “Rising Instagram Stars Are Posting Fake Sponsored Content.” The Atlantic, Atlantic Media Company, 18 Dec. 2018, www.theatlantic.com/technology/archive/2018/12/influencers-are-faking-brand-deals/578401/.