Today we will discuss Influential Marketing Fake Influence and Corona Virus, The Dark Side of Influential Marketing and How to counter this Dark Side of Influential Marketing?
A Brief History
The origins of “Influential Marketing” are unclear as it has evolved. However, it is believed to have first emerged as a concept in the early 2000s, as social media began to gain popularity and bloggers and content creators began to amass large followings.
The term “Influencer Marketing” became more widely used in the late 2000s and early 2010s as more brands began to recognize the potential of collaborating with social media influencers to reach their target audience more authentically and engagingly. With the rise of Instagram and other visual-based social media platforms, the term became even more popular as brands began to focus on partnering with influencers who could create visually appealing content for their campaigns.
The Dark Side of Influential Marketing
Every silver lining has a cloud, and every success has a shadow. It’s important to recognize and confront the dark side of things and fully understand their impact and potential consequences.
Although Influencer Marketing can help brands reach their target audience authentically and engagingly, it has potential downsides or “dark sides” that are often overlooked.
One of the most significant issues with Influencer Marketing is the potential for dishonesty and lack of transparency. Some influencers may be paid to promote a product without disclosing that they are being compensated for their endorsement, which can be misleading to their followers. Additionally, there have been cases where influencers have purchased fake followers or engagement to make themselves appear more popular, which can lead to further deception and lack of authenticity.
Another concern with Influencer Marketing is the potential for influencers to promote products not aligned with their values or beliefs. In some cases, influencers may accept paid partnerships with brands simply because they are being offered money, even if they do not genuinely support the product or brand. This can lead to a lack of authenticity and damage the influencer’s reputation over time.
There are also concerns about the impact of Influencer Marketing on society, particularly on young people. Some studies have shown that young people may be more susceptible to the influence of social media influencers and may be more likely to engage in risky behaviour or make unhealthy choices based on the influence of these individuals. This can hurt public health and well-being.
The pressure on influencers to constantly produce content and maintain popularity can also affect their mental health and well-being. Many influencers report feeling burned out or overwhelmed by the demands of the industry, which can lead to stress, anxiety, and other negative consequences.
Moral Questions and Marketing
Misleading Advertising: Influencers may promote products misleadingly or dishonestly. For example, they may claim that a product has certain benefits or features that it does not have, or they may hide negative information about a product from their followers.
Unethical Endorsements: Some influencers may endorse products or brands that engage in unethical practices, such as animal testing or environmental pollution. The influencer may contribute to a culture of harm and exploitation by endorsing these products.
Fake Reviews: Some influencers may post fake reviews or product ratings to boost sales or increase their influence. This can mislead consumers and contribute to a lack of trust in the influencer and the brand.
Lack of Transparency: Influencers may not disclose their relationship with a brand or that they are being paid to promote a product. This lack of transparency can deceive their followers and contribute to a lack of authenticity in the influencer’s content.
Pressure to Conform: Brands may pressure influencers to promote products in a certain way or to align with a specific message or image. This can limit the influencer’s independence and critical thinking and can contribute to a culture of conformity and lack of diversity of thought.
Promotion of Harmful Behaviors: Influencers who promote harmful behaviours, such as excessive drinking or drug use, can harm their followers. This can contribute to a culture of normalization and acceptance of harmful behaviours.
The exploitation of Vulnerable Populations: Some influencers may exploit vulnerable populations, such as children or individuals with mental health issues, for their gain. This can contribute to a culture of exploitation and can harm these individuals.
Endorsement of Fad or Pseudoscientific Products: Influencers who promote fad diets, pseudoscientific products, or other questionable practices can mislead their followers and contribute to a lack of critical thinking and scepticism.
Pressure to Appear Perfect: Influencers may feel pressure to maintain a specific image or appearance, leading to harmful behaviours such as excessive filters, editing, or risky cosmetic procedures.
Reinforcement of Harmful Stereotypes: Influencers who perpetuate harmful stereotypes, such as those based on race or gender, can contribute to a culture of discrimination and exclusion.
Warnings against the Influential Marketing
Here are some news articles that illustrate how Influencer Marketing can be harmful to people:
“FTC warns influencers about disclosing sponsored posts after CSGO Lotto scandal” (The Verge, 2017): This article discusses how the Federal Trade Commission (FTC) issued warnings to influencers and brands after a scandal involving the promotion of a gambling site without proper disclosure. This highlights the importance of transparency and honesty in Influencer Marketing.
“Instagram Influencer With 2.6 Million Followers Facing Fraud Charges” (NBC News, 2019): This article discusses how an influencer was charged with wire fraud and money laundering after allegedly scamming followers out of thousands of dollars selling fake travel packages. This illustrates the potential for Influencer Marketing to be used for fraudulent purposes.
“The Hidden Dangers of Influencer Marketing” (Forbes, 2020): This article discusses how Influencer Marketing can contribute to a culture of consumerism and can perpetuate unrealistic beauty standards. It also highlights the potential for influencers to promote harmful or ineffective products and the need for greater regulation and ethical standards in the industry.
“Influencers promote fake coronavirus cures to millions of social media followers” (The Guardian, 2020): This article discusses how some influencers were promoting fake cures or treatments for COVID-19, contributing to misinformation and potentially harmful behaviour.
The Fake Influence and Corona Virus
Here are some incidents where fake influencers or inaccurate information related to COVID-19 have endangered people’s lives:
- In March 2020, a French influencer named Anne Dubndidu claimed that COVID-19 was a “media invention” and encouraged her followers to ignore social distancing guidelines. She was criticized for promoting dangerous behaviour during the pandemic.
- In April 2020, a British reality TV star named Lauren Goodger claimed that 5G technology was responsible for COVID-19, a baseless conspiracy theory that medical experts have debunked.
- In May 2020, an Indian influencer named Gaurav Wasan was accused of spreading misinformation about a cure for COVID-19. Wasan claimed that a ” kadha ” herb could cure the virus, but medical experts said there was no evidence to support this claim.
- In June 2020, an American influencer named Aaron Gouveia claimed that masks were ineffective in preventing the spread of COVID-19. His comments were widely criticized by medical experts, who said masks are essential in slowing the spread of the virus.
- In July 2020, a British influencer named Belle Delphine claimed she contracted COVID-19 after appearing in a pornographic video. Her claim was widely criticized for spreading inaccurate information about the virus and its transmission.
- In August 2020, an American influencer named Kelly Brogan claimed that COVID-19 was a “fictional” virus created by the media. She was criticized for promoting conspiracy theories and misinformation during the pandemic.
- In September 2020, an Indian influencer named Gunjan Saxena claimed that drinking cow urine could cure COVID-19. Medical experts said there was no scientific evidence to support this claim.
- In October 2020, an American influencer named James T. Harris claimed that COVID-19 was a hoax and encouraged his followers to attend large gatherings without masks. His comments were widely condemned for promoting dangerous behaviour during the pandemic.
- In November 2020, a Brazilian influencer named Gabriela Pugliesi was criticized for hosting a party during the pandemic, which led to several attendees testing positive for COVID-19. She was widely criticized for promoting dangerous behaviour during the pandemic.
- In December 2020, an American influencer named Candace Owens claimed that COVID-19 was no more deadly than the flu. Medical experts widely criticized her comments, who said that COVID-19 is far more dangerous than the flu and has a much higher mortality rate.
How to counter this Dark Side of Influential Marketing?
There are only two ways to counter this dark side of Influential marketing.
- Regulate influencer marketing: Governments and regulatory bodies can establish guidelines or laws to ensure that influencers and brands follow ethical and transparent practices. For example, the Federal Trade Commission (FTC) in the United States requires influencers to disclose their sponsored content to their followers.
- Hold influencers accountable: Influencers who promote false or dangerous information should be held accountable for their actions. Brands and consumers should avoid working with or supporting influencers who engage in unethical or misleading practices.
A Conclusion
This matter is gone far ahead now, and nothing can be done on the social level even if someone tries to end this Influential marketing.
Should governments step in and make a law for Influential fake marketing is the only way to put an end to this?
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