These days, it’s nearly impossible not to be influenced.
From the big screens and the ones that are small enough to fit in the palm of our hands to guerrilla marketing and more, humans are constantly stimulated by marketing techniques, whether we like it or not.
Whether conscious or subconscious, our brains hold on to so much. How many times have you seen something and thought to yourself, “I’ve seen this before.” Maybe it’s a cool new beauty product, a B-list celebrity you swore you’d never heard of (but they just look so familiar!), or yes, a bag that you saw and suddenly must have.
Information Overload
It can be hard to define your individual sense of style when so much is thrown your way. Influencers, celebrities, and the brands themselves work hard to put out messaging that’s meant to tell you everything from what you should put on your body to what you should put IN your body.
The social media advertising market is set to reach a staggering $247.30 billion by 2027. Social media users (an estimated 4.9 billion people worldwide) indirectly consent to this information overload the minute their username is created.
At that moment, we’re immediately told what to buy, how to dress, what music to listen to, where to travel, etc. There is SO much information gracing our consciousness—and our subconscious. I know this, you know this, and it’s up to us to take all this information and do what we wish with it.
The Influencer Conundrum
Like anything, there are downsides to social media and the digital age, but if we’re careful, we can use all of this information to our advantage. Plus, as the world of social media marketing has evolved over the last decade, consumers like you and I are savvy and well aware of the marketing dollars and creative minds that go into influencing us.
Still, many of us hate to admit when we “fall victim” to social media marketing, playfully joking about it to our friends. “I saw it on Instagram,” I’ve often heard myself mutter in a hushed whisper, suddenly lowering my voice by 4 octaves when asked about a new shirt or the latest lip color I’ve been sporting.
I’ve heard friends do the same thing, both those who work in the industry and those who don’t. What is it about being influenced that is so triggering to consumers?
It’s an influencer’s job to, well, influence. Still, many of us hate to admit to being impacted by them, as if buying something we saw first on someone else is a personal attack on our individuality. Why is that?
