Influencer marketing and imaginative hedonism
With the rise of social media websites such as youtube and Instagram, a new group of celebrities called influencers have appeared. These people are characterized by their large social media followings, and often do not have other talents than being pretty or funny online.
The rise of the influencer has not only caused a change in the media industry but also in advertising. Rather than going to a creative firm for advertising of their products, companies are contacting influencers for advertisements. This allows brands to target a more specific target audience than for example a television ad would, and also allows products to be introduced in a more natural setting (often as a part of a haul-video, in which the influencer shows which objects he or she has recently obtained, or as an unboxing video, in which the influencer opens the new product for the first time). Unlike traditional celebrities, influencers are often considered more like friends and build a more intimate trust with their audiences.
To understand how influencer marketing works, one can look at the theories of Colin Campbell on consumer desire. Campbell argues that the central element of consumerism is not having something, but desiring it. He argues that the cultural products “ providing the material for day-dreams rather than as being day-dreams” (Paterson, 2006). This strongly relates to influencer marketing. Rather than the object the influencer is selling being the object of daydreams, it is really the influencers lifestyle the consumer is buying in to. This is known as imaginative hedonism. This again explains the focus on novelty in today's consumer culture. As the object will never live up to the daydream, the individual will always be dissatisfied and looking for something new to dream about.
A good example of imaginative hedonism and influencer marketing is the fyre festival scam. Without knowing much about the festival nor the organizer, all tickets sold out because of how it was marketed on social media through influencers. In the end, the festival turned out to be a scam, but by marketing it through influencer the organizers were able to implant their festival into the daydreams of many. The festival became something people wanted.
Because of how influencers work, and imaginative hedonism, influencer marketing is very effective for brands.
Bibliography:
Paterson, M. (2006). Consumption and everyday life. New York: Routledge, p.25.
The rise of the influencer has not only caused a change in the media industry but also in advertising. Rather than going to a creative firm for advertising of their products, companies are contacting influencers for advertisements. This allows brands to target a more specific target audience than for example a television ad would, and also allows products to be introduced in a more natural setting (often as a part of a haul-video, in which the influencer shows which objects he or she has recently obtained, or as an unboxing video, in which the influencer opens the new product for the first time). Unlike traditional celebrities, influencers are often considered more like friends and build a more intimate trust with their audiences.
To understand how influencer marketing works, one can look at the theories of Colin Campbell on consumer desire. Campbell argues that the central element of consumerism is not having something, but desiring it. He argues that the cultural products “ providing the material for day-dreams rather than as being day-dreams” (Paterson, 2006). This strongly relates to influencer marketing. Rather than the object the influencer is selling being the object of daydreams, it is really the influencers lifestyle the consumer is buying in to. This is known as imaginative hedonism. This again explains the focus on novelty in today's consumer culture. As the object will never live up to the daydream, the individual will always be dissatisfied and looking for something new to dream about.
A good example of imaginative hedonism and influencer marketing is the fyre festival scam. Without knowing much about the festival nor the organizer, all tickets sold out because of how it was marketed on social media through influencers. In the end, the festival turned out to be a scam, but by marketing it through influencer the organizers were able to implant their festival into the daydreams of many. The festival became something people wanted.
Because of how influencers work, and imaginative hedonism, influencer marketing is very effective for brands.
Bibliography:
Paterson, M. (2006). Consumption and everyday life. New York: Routledge, p.25.
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