In the prime of social media culture, it is quite easy to be influenced. It is bizarre to think a social media creator’s job is to promote and sell products to their viewers even if they have never tried them before.
These creators make millions yearly by signing brand deals with large companies in exchange for high praise promotions. Unfortunately, the products being endorsed are not always what the creators say they are.
Some of the most heavily promoted brands and products over the past year include Tarte Cosmetics, Stanley Cups, Celsius fitness drinks, UGG boots, Drunk Elephant Bronzing Drops, Dunkin Donuts and American Eagle.
This is when you, the consumer, must ask yourself, “Do I really need this product, or am I just being heavily influenced?”
As viewers, we form a virtual friendship with these creators by watching them on a screen weekly or even daily. It is easy to give in and buy the products being promoted without extra thought because that connection has been formed.
As an audience, we trust these creators to give honest reviews on the products they are advertising. However, that is often not the case.
An example of this is when makeup artist and Tik Tok influencer Mikayla Nogueria posted a video promoting L'Oréal’s new Telescopic Lift mascara. In the video, Nogueria applies the mascara then comes back to film a second clip of the results.
It visible that Nogueria is wearing fake lashes for length and volume to help promote the new mascara. The brand deal was seen as a scandal because as someone trusted by viewers, Nogueria falsely advertised a product to her audience.
This is one of many reasons why we should not be so easily manipulated into buying everything we see on our Instagram feed or “For You” page.
As a viewer and consumer myself, I have fallen victim to purchasing the overload of products being thrown at me through a screen. I understand the hype around the Stanley cup and Rare Beauty blushes.
Nonetheless, I have increasingly noticed over the past year how creators are advertising almost the exact same products, just different brands. This is a weekly-basis trend. It is highly unlikely all of these products share the same effectiveness and practicality.
I do understand the want of having all the same products your favorite content creators use. However, as consumers, we must set boundaries for ourselves and the influencing community.
Not only can influencing be misleading, but it is generating economic and environmental issues like we have never seen.
Sure, we have all bought something before we probably did not need. However, over-consumption is at an all time high because of this newly found career path of “influencing.”
Next time you are scrolling and see an ad from a beauty creator about that new, trending lip-gloss, think twice before pressing “Add to Cart.” You might already have a similar product that works just as well, if not better, in your makeup bag.
You know the old sayings, “everything in moderation” and “less is more.” I hope both are trending soon.
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Mallorie McCoy, senior in journalism, has been a columnist for The Auburn Plainsman for four years.
