The document discusses influencers on social media and their significant impact on youth, particularly regarding purchasing behaviors and self-image. It emphasizes the importance of ethical practices among influencers and the need for awareness among young people regarding the content they consume. Additionally, it differentiates between influencers and brand ambassadors, highlighting their unique roles and benefits in marketing.

1. Jagannath Institute of Management Sciences
Vasant Kunj-II, New Delhi - 110070
Subject Name: Presentation
Department of Journalism and Mass Communication
Created By: Gaurav Gautam

2. Subject: Presentation
Topic: Influencers influencing youth

3. Topic to be covered
What are influencers
What influencers do
Impact of influencers on youth
Influencers and Brand Ambassador
Influencer marketing
Famous influencers and their reach

4. What are Influencers?
▰ Influencers in social media are people who have built a
reputation for their knowledge and expertise on a specific
topic. They make regular posts about that topic on their
preferred social media channels and generate large
followings of enthusiastic, engaged people who pay close
attention to their views. Brands love social media
influencers because they can create trends and
encourage their followers to buy products they promote.

5. What Influencers do?
▰ When you go online, it often seems like everyone is trying
to sell you something. That’s why, when engaging with
your target audience in the digital world, it’s easy to come
off the wrong way. Luckily, we can correct course by
building relationships with the right influencers, as Aleesha
Worthington, an expert in digital marketing, suggests. The
peace of mind that comes with someone having our back,
validating our message, and celebrating our goals in a
world where it’s hard to be seen as human -- is priceless.
By tapping into the world of influencer marketing, we can
engage more deeply with the individuals and online
communities that support us, stay relevant, and keep our
momentum going.

6. Impact of influencers on youth
• People trust social media influencers more than traditional
celebrities because they are more relatable having the image of a
girl/boy next door. Followers and especially youngsters feel closer to
the influencers they follow because influencers interact with them
frequently. And hence many youngsters follow social media influencers
religiously and are influenced by what they say and promote.
• As youngsters are spending more time on social media than people of
other age groups, social media influencers have more impact on
youngsters than others.
• Brands are also preferring to collaborate with social media
influencers over traditional celebrities due to the influence they have on
youngsters, and also because the sponsored content is easily blended
into the normal content of influencers. Influencer marketing is on the
rise and is affecting the purchasing behaviour of youngsters. Moreover,
youngsters are more likely to research the product before buying. And
they will check the reviews by the influencers they follow.

7. • Some influencers do not mention whether the content they created is
sponsored or not. They promote products for money and mislead the
youngsters. A few influencers are also creating paid content in favour
of political parties. As followers do not know that it is paid content,
they are likely to believe it and may get influenced.
• The food habits of the youngsters are also shaping up by the
influencers they follow.
• As influencers are creating attention-grabbing content, several
youngsters are wasting their precious time by watching the content.
• Some influencers fake perfect bodies and perfect lives. So, some
youngsters are comparing them with those influencers and are feeling
insecure. This is resulting in low self-esteem, mental health issues,
cosmetic surgeries and materialism. This influences identity formation
too.

8. • Youngsters are listening to different world
views and perspectives from social media
influencers.
• Some social media influencers genuinely
review the products they used. By watching
their reviews, people are saving money and
are avoiding bad purchases.
• There are so many influencers on social
media that promote positive things such as
body positivity, financial awareness, ethical
values etc.

9. My POV:
• With great power comes great responsibility. So, social media
influencers should be socially responsible. They should avoid doing
things that have the possibility of influencing people negatively.
• Youngsters should be aware of the influence social media influencers
have on them and need to make conscious decisions. They should
choose to follow genuine influencers who are ethical and socially
responsible.
• Parents and teachers also have the responsibility to make their children
aware of the positive and negative impact of social media celebrities on
their daily lives.
• Regulations should be there on influencer marketing to mitigate the
negative impact and to prevent the misuse of fame.

10. Influencers and Brand Ambassador
Influencers
▰ An influencer is someone who has influence over the
opinions of a given market or industry. Whereas a brand
ambassador represents a company and can speak to
media outlets on behalf of the brand. The topic of
influencer marketing continues to be popular, but many
businesses still cannot recognise the benefits that both
these types bring — or how they differ from one another.
Understanding the differences between these two is
crucial for any business wanting to promote their products
or services.

11. Brand Ambassador
The position of Brand Ambassador has evolved in recent years.
It used to be simply that someone would 'spread the word' about
a brand or product. With social media and the internet, this has
changed. A Brand Ambassador now has responsibilities such
as; publically promoting a brand, creating content for social
media platforms and conducting social media research. They
need to understand the different platforms and how they can
best promote their business.
A brand ambassador is essentially the same as an influencer —
both have the power to influence peoples decisions or
perspectives however the main difference is in the partnership.

12. The easiest way to split brand ambassadors apart from
influencers is that an influencer represents a brand or
company in its own unique way for a short period of
time, often one or two posts. A brand ambassador is
more like a representative of the company that has
grander ambitions, they coordinate how the brand is
presented and represented. During their contract, they
often avoid collaborations with brand associated rivals
and are more likely to stick around long-term, for up to a
year or more.

13. Influencer benefits
▰ Influencers create quality content, aesthetically
pleasing to the eyes to capture viewer attention.
You’re able to work with multiple types of
influencers, from mega to micro, to reach wider
demographics whilst simultaneously entering
new target markets. There’s also a lesser risk of
a controversy linked to the influencer affecting
your brand as the partnership lasts for a shorter
period, contrary to brand ambassadors.

14. Brand ambassador benefits
▰ You’re more likely to establish a stronger bond with a specific
target group as you’ll be spending a long time digging deep
rather than having a brief interaction. Brand ambassadors go the
extra mile by spreading the word more intimately offline through
friends, events, or community activities.
▰ Since they refrain mostly from partnering with your competitors,
it makes them more committed and loyal people, which widens
the opportunity for you to stand out and be noticed. Brand
ambassadors are primarily experts in their niche, enabling them
to promote a brand genuinely and honestly whilst giving them
authority. This encourages viewers to listen and trust their
opinion instead of skipping.

15. Influencer marketing
▰ Influencer marketing involves brands collaborating
with online influencers to market products or services.
Some influencer marketing collaborations are less
tangible than that – brands simply work with
influencers to improve brand recognition. The
important thing here is that the online collaborators
are genuinely influential. They have to influence the
type of people with whom a brand wishes to establish
a touchpoint. Influencer marketing is much more than
finding someone with an audience and offering them
money or exposure to say good things about you.

16. ▰ example of influencer:
marketing involved YouTube celebrity PewDiePie. He
teamed up with the makers of a horror film set in the
French catacombs under Paris, creating a series of
videos in which he underwent challenges in the
catacombs. It was pitch-perfect content for
PewDiePie's 27 million subscribers and received nearly
double the views as the movie's trailer. Everybody
won.

17. Famous influencers and their
reach

18. Conclusion
Social media influencers have the power to
impact the daily lives of youngsters.
However, many young people are
increasingly aware of the influence social
media celebrities have. So, they can
choose the good leave the bad. But,
influencers have the responsibility to be
ethical.

19. Thank You !!