Social Media(tor)

It is often said a picture speaks a thousand words. Literally and figuratively in the case of Instagram. Instagram culture (and social media in general) thrive on social currency. The prettier you are, the more stylish your clothes and the more flourishing your social life usually  transcends into your follower count. Whether we choose to accept the responsibility or not, the way we present ourselves on social media is our own personal brand. Essentially in a few posts you can create and sell a lifestyle, something many brands invest millions into sustaining. 

Millennials are increasingly harder to engage within traditional above the line advertising methods and techniques, and able to see through the 'puppet strings' or financial benefits of many partnerships and general marketing initiatives. Which is why peer-to-peer influence sometimes remains our only credible source of aspiration. I know its not cool to admit, but our peers and immediate circle have a direct influence on our consumer habits and behaviour. Though I may love Rihanna's daring fashion sense, I expect it of her; with the budget she has to splash on expensive designs and stylists, most go as far as doting on her. Lavishing her with exclusive collections, Rihanna being a one woman promotional army. So when 'Rachel from up the road' posts an envious OOTD (outfit of the day) it can sometimes have a greater appeal because I assume its more attainable (even if Rachel's own style has been influenced by the likes of a Rihanna) our peers here working as influencers or opinion leaders.

Unlike traditional advertising sent out to the masses, offline word of mouth recommendations (through your immediate circle) and online content from people you follow are curated, specifically towards you- based on your interests, likes and desires etc. and the fact that you obviously choose to follow their online narrative. Your friends (if good ones) will always keep it real with you, and so you trust their intentions and assume their pure and not tainted with the allure of money like many partnerships.  

As someone with an active interest in partnerships, it poses the question, not only on the significance of entertainment partnerships - geared towards a cynical target audience (who view marketing and advertising as transparent). But also of the longterm effects the empowerment of social media influencers have had, in potentially devaluing the leverage of bona fide celebrities.

Take Marks & Spencer's latest Leading Ladies campaign - which features a wide range of women including international pop star Rita Ora, actress Emma Thompson, the iconic Annie Lennox alongside campaigner Baroness Lawrence and Structural Engineer Roma Agrawa to name a few. The diverse line up was criticised for failing to segment a clear target audience with such a contradictory array of models. M&S here seemingly claiming to be all things for all women. Despite this, figures later suggested the campaign was a success with a surge in their womenswear sales. Proving role models and influencers come in many different form.

Its fair to say younger audiences are more likely to connect with brands who actively try to engage with them, coming down from their golden pedestals. Though, only time will tell if the mediators they use, will also have to meet them on a similar demographical level -through being a peer in the hope of providing greater authenticity and forming a more attainable aspiration.