In May 2021, two prominent YouTubers, Mirko Drotschmann and Léo Grasset were approached with a concerning offer from an influencer marketing agency, Fazze. The agency asked them to promote false information claiming that the death rate among people who received the Pfizer vaccine was almost three times that of the AstraZeneca jab. They were offered huge sums by Fazze and it was acting for a client who wished to remain anonymous. Mirko and Léo quickly became aware that the information wasn’t true and that they were being asked to spread disinformation to undermine public confidence in vaccines in the middle of a pandemic.
Drotschmann and Grasset quickly realised the gravity of the situation and exposed the Fazze campaign on Twitter, preventing the spread of false information. However, two other influencers, Ashkar Techy and Everson Zoio were identified as potential participants in the campaign and posted uncharacteristic videos spreading the same false message. Both of them removed their videos eventually but didn’t answer the questions they faced. This incident serves as a reminder of the dangers of spreading false information and the responsibility that comes with being an influencer with a large platform.
These incidents prove how social media has revolutionised the way we communicate, access information, and make purchasing decisions. With the rise of social media platforms like Instagram, TikTok, and YouTube, individuals with a large following have gained significant influence and can leverage their popularity to endorse products, services, and lifestyles. This has given rise to the “influencer culture,” making influencer marketing a booming industry, with brands eager to partner with influencers to reach their target audiences.
It doesn’t matter what kind of influence you have in this age of self-proclaimed influencers on social media, as long as you have a sizable following who are constantly checking your feed, consuming and engaging with your posts, and brands are asking you to recommend their products. Social media opens the door for everyone to achieve “fame” in this immediate gratification culture. Being an influencer can be a rewarding career path for many, but if they lack the necessary education, their power over others may cause more harm than good. It simply leads to an increase in the number of persons who try to influence our thoughts consciously and subconsciously, in good, bad and ugly ways, thanks to the constant feedback loops that keep us mindlessly engaged.
Influencer marketing has proven to be an effective way for brands to reach new customers and boost sales. This is because social media influencers have built strong relationships with their followers, who trust their opinions and recommendations. However, the rapid growth of influencer culture has also highlighted some challenges, particularly with regard to information literacy. As influencer marketing becomes increasingly sophisticated, it can be difficult for consumers to differentiate between genuine endorsements and sponsored content. This is a cause for concern, especially for the young or the undereducated who are most susceptible to online influence and may not have the critical thinking skills to assess the authenticity of influencer content.
To address these challenges, it’s crucial for consumers to be equipped with the media and information literacy skills necessary to navigate the influencer-driven landscape. This includes being able to evaluate sources of information, the credibility of influencers, and identify when a post is sponsored or paid for. Brands also have a responsibility in promoting digital literacy. They can do so by being transparent about their influencer partnerships and ensuring that sponsored content is clearly marked. Brands can also collaborate with influencers to promote healthy and responsible online behaviours, such as using social media in moderation and avoiding the promotion of harmful products or lifestyles.
The influence of influencer culture is not limited to just consumer products and services. The impact can also be seen in the gaming and app industry, where games and apps with many financial and mental health risks have found popularity among the youth, partly due to influencer marketing. There has been an increase in cases of apps posing financial threats and trying to gain popularity among their target consumers mainly through influencer marketing. Many are driven towards these apps/games as they define the internet and youth culture when promoted by their favourite influencers. These games and apps often use tactics like in-app purchases, microtransactions, and addictive gameplay to keep users engaged, leading to financial strains and mental health issues.
In recent times, the popularity of Rummy gaming apps has skyrocketed in Kerala, particularly due to the endorsements from well-known celebrities and influencers. This has raised concerns and debates about the effects of such promotions on society. The excessive advertisement campaigns and the addictive nature of these games have reportedly led to financial ruin and even suicide among some players. The state government was reported taking necessary measures to regulate online games by amending gaming laws and implementing awareness campaigns through social policing and media. The goal would be to prevent individuals from becoming addicted to such games and to promote responsible gaming behaviour.
Recently, the Union government has released endorsement guidelines for celebrities and social media influencers that mandate compulsory disclosure of monetary or material benefits of a product or a brand they are promoting through their social media platforms. The guidelines aim to ensure that individuals do not mislead their audiences when endorsing brands and that they are in compliance with the Consumer Protection Act 2019. The guidelines put forward penalties of up to Rs.50 lakh if they fail to do so. The new guidelines have clearly specified that the disclosure made by influencers should be in such a manner that it is “hard to miss” and should be in simple language. The Consumer Affairs Secretary said that one of the main underlining principles of the law is the prevention of unfair trade practices.
To combat these risks, it’s also important for consumers to be aware of the potential risks associated with following influencer culture unquestioningly, and for brands to take a more responsible approach to their influencer partnerships. Brands can work with influencers to promote positive and healthy online experiences and educate their audiences about the potential risks associated with certain products, games and apps. By doing so, we can ensure that influencer culture remains a positive and productive force in the digital world and protect consumers from potential harm.