Online influencers may seem like a new concept, but it has really been around for a long time. However, it is now becoming more common knowledge about how it is used. Online influencers are people who have built a large reputation, usually on social media platforms such as Instagram, Snapchat, or YouTube. Brands frequently use these media influencers to advertise their products similar to how celebrities are used in commercials. Even without advertising, these influencers are still able to lead others to use and buy what they do. Influencers do not necessarily need to be paid by advertisers to be considered an influencer. As long as they have a large audience that can be persuaded, they can receive this classification.
Back before the internet even existed, influencers were active. This included athletes, models, and politicians. Models frequently impacted others in what to buy based on what they would wear or show off. This obviously still happens, but it is boosted by the internet’s existence. Athletes sported different outfits and equipment which caused others to favor those products. Once the radio was invented, advertising was forever changed. Companies began to realize that they could get people to buy from them by suggesting it on a system that most people subscribed to. Soon, corporations were getting famous celebrities to endorse their products and other formats followed suit. Cereals began to also advertise from their boxes for example.
Technology has developed so much since then. It has been an increasingly complicated subject, quickly developing faster than people can process. Social media is a new way that influencers can be invented. YouTube was created in 2005. Instagram was created in 2010. These programs were just little applications that were meant to intrigue and connect with people. They did just that. There were social media platforms before these of course, however, these are the main platforms that people make money from. Most influencers are derived from these as well as apps like TikTok. People like the Kardashians have built their fame up with social media. On social media, they are also able to access revenue through product placements. In the beginning, making money from social media was unheard of and silly. These days, children would rather be social media stars than movie actors. It is a new job that people have discovered and long for. And it is not as unrealistic as becoming famous in Hollywood. Most of these are accessible from anywhere and can happen over night.
These people who have found popularity online, are some of the most influential. YouTubers who people watch regularly seem like they could just be these fun, normal people. They are not very special and crazy. This can form "parasocial relationships," which are one-sided relationships where one person spends plenty of time and money on the other person, who does not know of their existence. The person who longs for a relationship will become attached to the person on the screen and will agree to their opinions and their endorsements for products. This is more of a problem on Twitch which is a stream website where the streamer can interact with the viewers. This is definitely an unhealthy relationship that should be pushed against, but many streamers have been talking out about this.
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| Ludwig is a popular streamer who made a video explaining parasocial relationships. |
It seems so easy to influence and advertise in a video, but it is also available on platforms like Instagram. As mentioned prior, Instagram is a major social media outlet that many people can grow from. Instagram has become a system much larger than pictures. It now has longer videos and live streams. This is more of a site for celebrities to relate more to their audiences. They can show off what they want, including their product preferences. There are so many ways that people can influence others, especially with the significance of the internet. It has become so intense yet easy.
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