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influencers influencing youth.pptx
- 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 !!