Are you under the influencer?
Spoiler Alert – I think the term “influencer” and “follower” is horrible.
To me, these terms have profound negative implications.
You are either influencing someone’s behavior (think mind control) as the influencer, or you are a mindless automaton controlled by others (the “follower”). It gives me the image of a herd of sheep jumping off a cliff (or spending all of their money on junk) because someone else told them to.
Unfortunately, social media influencers are becoming increasingly popular. With their vast audience reach, they are seen as a valuable marketing tool for businesses seeking to separate people from their money.
At Levered Income, we discuss using “levers” to make (and keep) more money. We also discuss how levers can be used AGAINST you to extract money from you.
The concepts of social media platforms (and their version of “connecting people”) and “influencers” are powerful levers used to manipulate you and your purchasing habits.
Let’s examine the power dynamics between influencers and their followers and the ethical considerations of this type of marketing.
What is an Influencer?
Have you ever scrolled through Instagram or TikTok and suddenly felt the urge to buy something you never knew you needed? Chances are, you’ve fallen under the influence of a social media influencer.
So, what exactly is an influencer?
According to Influencer Marketing Hub, an influencer is:
“an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position, or relationship with his/her audience.”
Influencers have built a social media following and can sway their followers’ opinions and behaviors.
But why do influencers have so much power over their followers?
Psychology.
Humans naturally trust people we “know” (or, in this case, think we know) and follow those we perceive as authoritative or knowledgeable.
When an influencer shares a product or service they say they love, their followers are more likely to trust their recommendation and consider purchasing it themselves.
It is critical to be aware of the potential downsides of influencer marketing.
While influencers provide their recommendations and insights (third parties compensate influencers for doing it), they can also influence you to spend money on things you don’t need.
It’s easy to get caught up in the advertising and marketing hype of a new product or trend, but is it truly worth your time and money?
Are You Under the Influencer? The Power of Influencers
If you spend time on social media, you’ve probably seen influencers promoting products and services. For a good reason, these individuals have become incredibly influential in the marketing world. Here, we’ll explore how influencers can affect your behavior and the psychology behind influencer marketing.
How Influencers Affect Consumer Behavior
One of the primary ways influencers can affect your behavior is by promoting products and services you might not otherwise be aware of.
Seeing someone you admire using (or pretending to use) or endorsing a product can create a sense of trust and credibility in your mind. This trust can lead you to spend money on things you might not have considered.
Influencers can also create a sense of urgency around a product or service. Promoting limited-time offers or exclusive deals can create a “fear of missing out” (FOMO) in their followers.
This FOMO can lead to impulsive purchases, even if you don’t need the product or service.
The Psychology Behind Influencer Marketing
A few psychological concepts help explain why influencer marketing is so effective.
Social Proof Marketing.
The social proof concept suggests that people are more likely to trust and follow the actions of others they perceive as similar to themselves.
When an influencer promotes a product (that they supposedly bought), followers may see themselves in that person and be more likely to trust their recommendation.
Attractiveness.
Research has shown that people are more likely to be influenced by individuals who they find attractive. That is why companies hire models and actors to promote their products.
Influencers often have large followings because they are seen as physically attractive or in terms of their lifestyle (see my article on Running Away from People Marketing with Porsches) or personality.
Relatability.
When an influencer shares their personal experiences (supposed experiences) with a product or service, it can create a sense of connection and relatability with their followers.
This is FAKE. This supposed “connection” is the result of extensive research by social media platforms to get you to trust someone you really don’t know.
This fake “connection” can increase trust and influence your behavior.
Are You Susceptible to Influencer Marketing?
Identifying Your Vulnerability
So, are you under the influencer?
You may not realize it, but you are likely vulnerable to the power of influencer marketing.
Social media influencers make you feel like you need the products they promote (that is their job, after all). They create a sense of urgency and exclusivity around their content, making you feel like you’re missing out (leveraging FOMO against you) if you don’t buy what they’re selling.
Take a moment to reflect on your social media habits.
Do you follow any influencers? Have you ever bought something because an influencer recommended it?
If so, you have been influenced.
The Effects of Influencer Marketing on Your Decision-Making
Influencer marketing has a significant impact on decision-making.
You may feel compelled to do the same when you see an influencer you admire using and promoting a product. This leverages behavioral tendencies that people will conform to the actions of others to fit in.
Influencers use other psychological tactics to influence your decision-making. For example, they may create a sense of scarcity by promoting limited edition products or time-limited sales.
They also use the principle of reciprocity, offering discounts or free products in exchange for your loyalty. It’s essential to be aware of these tactics and to make conscious decisions about your purchases. Ask yourself if you need the product or are just buying it because of the influencer’s control over you.
Remember that influencers are paid to promote products and may not have your best interests at heart. If you don’t see the FTC-mandated disclosures when they are hawking their wares by pretending to be your “friend,” they are also breaking the law.
How to Resist Influencer Marketing
Become a More Critical Consumer
One of the best ways to resist influencer marketing is not to be a follower.
Don’t be a sheep; think for yourself.
Become a more critical consumer. This means taking the time to evaluate products and services before purchasing. Avoid impulse buying and take the time to research products and read reviews from multiple sources (and know who is being compensated for those reviews).
Remember that an influencer’s opinion is just one perspective (typically paid) and may not always be the best fit for you.
Another tip is to be aware of the psychology and business model behind influencer marketing. Influencers are paid to promote products, and their recommendations may not be genuine.
Influencers are not your friends – their primary goal is to make money.
Alternative Ways to Discover New Products
If you’re looking for new products, there are alternative ways to discover them without relying on influencers.
Consider asking friends and family for recommendations, or try browsing through online marketplaces like Etsy or Amazon. For unbiased product opinions, you can check out product review sites like Wirecutter or Consumer Reports.
Another option is to explore local businesses in your area. This can be a great way to support small businesses and find unique products you may not have discovered otherwise.
Understanding That Influencers Are Not Your Friends
Influencers are not your friends.
They come off as relatable and trustworthy. That is their job.
Remember, they aim to make money through sponsored content (OFF OF YOU). Don’t let their influence sway you into making purchases you don’t need or can’t afford. Social media platforms create a completely FAKE sense of intimacy and caring.
How do they really know all of their 10,000 Facebook “friends” or 40 million Twitter followers?
IT IS NOT REAL.
Remember the three popular influencers that agreed to promote a deadly poison as a weight loss drink?
Here is a link to the PDF if you would like more details on the Kardashian case.
Do you still think influencers are your friends?
Think again.
When evaluating products, consider your own needs and values.
Will this product benefit your life, or will it just be a trendy item that will lose its appeal quickly? Take the time to reflect on your priorities and make purchases that align with them rather than simply “following” the latest trends. The latest “trends’ are made up by people trying to sell you something.
The SEC has released a great video warning the public about influencers.
Take 2 minutes to watch it.
Are You Under the Influencer? Final Thoughts
This article has been on my “to-do” list for a few years.
I grew up before the internet existed, and when people first started using it, I was warned to “never believe anything I read on the internet.” The reasoning behind it was that you didn’t know who wrote anything you read (or why they wrote it).
Check Sources
Back then, you were encouraged to research things you were interested in and to check sources. Look for bias in those sources and apply everything you learned to make a final decision on a course of action or what you believed.
Let’s use the tobacco industry as an example.
There is conflicting research on the dangers of smoking, and you want to research it.
Look at things like who funded the research paper you are reading (tobacco companies for example) to manufacture the results they want.
Even the link to the article I just provided could be considered biased. Digging deeper into the tobacco example is another paper from the National Library of Medicine, probably a better source.
It takes effort to really determine the facts behind what you are reading online. Information is more accessible online, but you need to intelligently sift through all of the clutter to find the truth.
That takes effort.
I am dismayed that it has come full circle, and now people believe EVERYTHING they read on the internet. Actually, now people believe EVERYTHING THEY WANT TO BELIEVE on the internet. There is always another opinion that fits with what they want to believe (whether true or not).
Back in the Stone Age
It is almost like we have been transported back in time to the stone age, where rumors and conspiracy theories fly across the populace, instilling fear into everyone.
These platforms are just manipulating humans’ natural herding tendencies and hurting humanity to make a buck.
Even the concept of science has been abandoned and is now been replaced with quasi-factual posturing by people telling you things just to keep you engaged so they can sell you something.
Vaccines have stopped polio and smallpox. Why in the world would we abandon something that has saved millions of lives? Just to get more political contributions? In the 1900s, smallpox was still killing over 2 million people a YEAR.
Do we want to go back there?
Think for yourself.
Take the time and make the effort.
Read the lawsuit filed by the SEC against Kim Kardashian. Watch the SEC warning video. Check my links to the Security and Exchange Commission, the World Health Organization, and the National Library of Medicine.
Don’t be a follower.
Good luck!
