Bradley Ferns | Staff Writer
Featured image: The line between social media posts and advertising is becoming blurred, with more sponsored posts appearing on feeds. | Amir Yazdanparast
By now many of us are used to seeing celebrities promoting products on their Instagram profiles. So when reality star Scott Disick posted a seemingly regular photo of him on Instagram standing in front of a jar of Bootea, a product he was promoting in May of 2016, it did not raise alarm. The problem is that the caption was entirely copy and pasted from the email he received from the company, which included details of when to post the photo and instructions of what to write. Disick subsequently removed the post, but not before receiving dozens of comments questioning whether he really drank the tea.
The post was largely received with humour, with some even suggesting it was intentional as part of Disick’s don’t-care attitude. However, it opened up a larger discussion of celebrity endorsements and the nature of how these sponsored posts work.
Disick’s post, and the subsequent embarrassing mishap, is not a new phenomenon. Athletes, actors and social media stars are among the array of people who, for years, have been sought after by companies in the hopes of using their celebrity status to connect consumers with the company’s product. The act of celebrity endorsements is surprisingly effective. Research indicates that on average, sales will increase by four per cent after a celebrity endorsement.
Athletes and celebrities have a significant following, especially among younger audiences who are more likely to be influenced by their favourite star’s behaviour. So, when Taylor Swift posts a video of Apple Music on Instagram to her 95.9 million followers, the potential for success is large.
Marketers are looking at social media much more intensely. While celebrity endorsements have existed in print and on-screen for many years, social media has proven to have tremendous potential to, at the very least, influence how users view products. By combining celebrities with social networking sites, the content begins to feel less like an advertisement and more like personal content, as if viewers are getting to know their favourite stars through the products they use.
This might explain why many cosmetic companies will send free samples to bloggers and vloggers, hoping that they will promote their products. In what is is often coined as a “haul,” YouTubers will meticulously go through products they like to use in their beautification routine, making sure to clearly identify the products they are using. The companies benefit from exposure, the vlogger or blogger benefits from getting free products and content and viewers get a chance to see a perceived reputable source try the product before they make the purchase.
Like all advertising, these techniques have their setbacks. Often, products are advertised without any mention that a monetary or commodity exchange occurred, an act that is federally regulated in the United States. Sometimes the products being promoted are not safe—celebrities such as Kylie Jenner and Vanessa Hudgens have been spotted promoting detox teas, which have been found to be harmful and ineffective, with little warning labels on the fad products.
Fourth-year human resource management student Abera Chelliah believes celebrities should be more responsible in their promotions.
“Some of these teas or supplements that they endorse are not good for you. They have fans of all ages looking up to them and wanting to be exactly like them, which makes me upset to think they would disregard the well-being of their fans just for money,” says Chelliah.
Shannon Lee, a first-year psychology student, is slightly more optimistic, but remains cautious. “Sometimes products are worth giving a try but it’s important to do your own research if celebrity endorsement is present.”
Celebrity endorsements and promotions are growing and becoming increasingly normalized as part of users’ social media literacy. The effectiveness, however, remains to be seen, with many people remaining cynical as they learn more information about the products they see.
Marketers need to remember that consumers are the most important part of their businesses and deceiving them is never a good idea. But as consumers, we need to be responsible as well.
