In the light of another raging debate over the most recent Netflix documentary that seems to be based on the calamitous event known as the so-called Fyre Festival, and in the wake of several new regulations for influencers on sponsored content, should it be asked if bloggers and social influencers have perhaps gone too far with their power?
Defining Social Media Influencer
Oh well, anybody can claim that if one has garnered a bigger yet clearly engaged following online. When companies take note of it, the givers could be expecting free product samples to review and photograph, invitations to glamour events to expose online, and even free services (gym classes, boot camps, etc.)! So why? Well, it’s a no-brainer. I admit I’m guilty of purchasing something just because I saw a celebrity endorse it on their Instagram – if it gives Kim Kardashian flawless skin, surely it will do the same for me?! Forget about the blitz, the filters, the premier makeup artist, or whatever else! For these companies, the Insta-age is a far grander reality: everyone is compelled to be their best ‘online self’ and follow suit every step of the way.
What is the impact of Fyre Festival?
If anyone has so far not watched it, I would recommend one! So it was branded an entire celebrity festival on a private island in the Bahamas online – luxury accommodations, top artists, lovely food, models on yachts – who wouldn’t want an invite? But with the likes of Kendall Jenner, Bella Hadid, and Emily Ratajkowski touting it, who was to think it was not legit?! Instead, a campsite situated on a construction site close to a Sandals resort, hurricane disaster relief tents for accommodation, artist cancellations, soaking wet mattresses, no proper running water, and cheese toasties for food. And how did they manage to sell tickets in thousands and thousands of dollars? Heavily marketed but otherwise heard of, this brand-new festival sold out in 48 hours. One word: Instagram. With the likes of Kendall Jenner being paid $250,000 dollars for just one (!!!) post online (can someone please sign me up to be an influencer by the way?!), these tickets were the hottest thing going, and anyone who was anyone, seemed to be attending Fyre Festival. The hype surrounding it was insane.
The festival’s founder is now behind bars and facing charges of fraud, but was this an innocent case of ‘overpromotion too fast’? Did they even think it could have taken off that quick? But then again, if you have well-known stars, with millions of followers promoting your event, what else do seem they expect of the world where young people want to be this person and do whatever they do!? Some say that the organization knew very well what it did as far as promoting was concerned, but the planning was so poor that it could accommodate any demand. They wanted to show face and not cancel, much to the horror of arriving at their ‘luxury villas on a private island.’ Undoubtedly this should not be allowed.
Social Media in Marketing
What is the industry doing I hear you ask? The power of social media marketing has been acknowledged as effective. New rules have been implemented on any sponsored content and if an influencer is endorsing a product, it has to be made clear – you’ve probably seen them tagging #spon #ad, etc. into their posts now. And stars that don’t, are being publicly reprimanded. Will this stop the gullible, though? With one-click purchase right from Instagram posts, brands are making it too easy for us to spend our hard-earned money on their products.
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