By: Rachel Bednarz
Influencer, it’s a word that gets thrown around a lot in the media. What does it actually mean?
Merriam-Webster defines the term as: a person who is able to generate interest in something (such as a consumer product) by posting about it on social media. The New Yorker stated that an influencer is “a celebrity spokesperson for the social-media age.” Yet, the construct has proven itself to be far more complicated than these simple definitions.
Hiring influencers has become a trend across brands large and small. Paid promotions and advertisements clutter timelines and students often find themselves either trying to escape or joining the flock.
Millennials and Generation Z have grown up surrounded by subliminal advertisements across all media platforms. The idea of influencer culture has never been new to them, what’s new is the idea that they can join it.
Students join ambassador or influencer programs for many different reasons. Some do it for a little bit of extra money, others for the media fame and some people truly enjoy the products they are representing.
In efforts to become media influencers, young adults are apt to fall for multi-level marketing (or pyramid schemes) that promise social media recognition and extra cash. In return for a few posts on Instagram, brands often include perks such as access to exclusive products, social media marketing tips and access to private groups. These perks typically aren’t worth the excitement though.
Teenagers and college students can find themselves in debt to these companies after purchasing products to show off to their friends and getting little in return. Some brands offer discount codes, which allow “influencers” to earn money from their sales, but the amount actually earned is often little to none.
In a media age where anyone can gain fame for any reason - or no reason at all - college students are simply trying to blend in with the popular creators on their Instagram feeds. The truth is, becoming a popular influencer is not as simple as it seems, and working for a multi-level marketing company may cost you in the long run.