Social media is
constantly in the palm of our hands. You may be thinking, well we can’t control
social media like what that phrase means, but I'm thinking of it as a literal
phrase. We, college students, teenagers and everyone else who has a smart phone
are all constantly having our phones on us. Whether we are working, at school,
eating, on the toilet or even having an in-person conversation. Which you
shouldn't be doing! You should be in the present and talk will your friend to
their face, not talk to them while you are scrolling through Instagram. My life
currently involves me to be on social media constantly. If you were to look me
up, you would see my pages should be private. I am a private person, I don't
think everyone needs to know what is going on in my life, but what I will say
is that even if you friend request me and I accept, you will see I never post.
I just don’t. I don’t need the likes, or the encouragement or as some always
comes, negativity. Now you may be thinking, she said that her life surrounding
social media, well yes. I live in a house of fifty girls. We must stay
connected somehow. We have a private group on Facebook to keep everyone updated
on announcements and things that are happening in the house. This article is
all about social media marketing. At this point of social media, the main
attraction is to be an influencer. What does that mean? What is an influencer?
An influencer is “a user on social media who has
established credibility in a specific industry. A social media influencer has
access to a large audience and can persuade others by virtue of their
authenticity and reach” (Pixlee). They become famous and lots of
companies what to use them for their marketing. This starts to be a great
resource for companies to market. With everyone on social media, they can
market their brand and customers can buy from the app. As the years have gone
on, they have seen lots of down sides to this. This article covers “why
influencer marketing needs to die in 2020 (Twomey)”.
In this article, they
presented some data from Estée Lauder. According to Twomey, “Beauty giant Estée
Lauder has already committed a staggering 75 percent of its advertising budget
toward influencer marketing.” That's a lot of budget money used towards social
media. This means that that Estée Lauder won't have that much of the budget to
go towards commercials, ads and billboards. The problem is that a lot of that
budget is going to waste on influencers. Some influencers buy their followers
and likes. This means that Estée Lauder and many other companies are wasting
their money on advertising to fake followers which doesn’t create any
profit.
If I was the marketing manager, I wouldn’t use that much
of our budget to advertise via social media influencer. As previously
discussed, social media influencers buy fake followers, not all but some. From
what we have learned in class is that marketing can make or break a company.
Marketing will help bring in customers who then bring in the money. While I
believe that social media is a great way to reach the customers, it's not the
only way to do so. Estée Lauder has been around for approximately 74 years.
Although they have done different marketing before you have to keep up with the
trend and customers. Social media marketing was one of them.
Reading this article and
learning what we have in class has been eye opening. Marketing takes a lot of
moving parts to succeed. I enjoyed learning more about how companies use their
marketing budget. I hope to learn much more for my future business.
Articles Mentioned in Blog Post:
Article- Written by
Kevin Twomey: https://adage.com/article/opinion/opinion-dishonest-and-wasteful-practice-influencer-marketing/2227541?CSAuthResp=1%3A%3A5249873%3A0%3A24%3Asuccess%3A76B9C6805BC942B28561B1DDE9A9C461
Social Media Influencer
Definition: https://www.pixlee.com/definitions/definition-social-media-influencer
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