Gen Z should question influencer marketing

By Destiny Stewart 

The emotions that follow immediately after clicking “Checkout” on the final page of a shopping website is bittersweet. Both rewarding and saddening, shopping begets dopamine release that causes feelings of gratification. When the dopamine wanes, though, I’m left grappling with my subconscious and seeking understanding for my purchase. My issue with shopping has little to do with the amount of money I’ve spent — I believe that frivolous spending is acceptable every so often. However, it does have everything to do with the motivation behind my splurge. This social media era has made it is easy to see what someone is doing, where they are at, and of my interests, what they are wearing. Sometimes, I find myself browsing the Instagram feed of my favorite fashion influencer and wondering where I could purchase similar clothes to obtain that image. This, unfortunately, is my issue. I, along with plenty of other Generation Zers, look to influencers for guidance disguised as inspiration. Because consumers like myself use social media to decide what is worthy of buying, fashion and beauty brands use similar tactics to market to their current and potential customers — thus making influencers marketing strategies in this consumer economy. 

There are numerous social media platforms that users engage with every day. Some of the more popular are Instagram, YouTtube, Facebook, and Twitter, and through these apps, influencers reach their followers. From pictures captioned “#OOTD” (outfit of the day) to reviews of certain products, Instagrammers and YouTubers are regularly sharing content. With recent updates, users are now able to shop the looks of other users directly from their posts. This update means that if someone desires to have the same outfit as an influencer, they can tap on the items in the photo, and they will be directed to the brands' websites for purchasing. Partnerships between brands and social media influencers have developed since such features were created. It allows for Instagrammers to sell their clothing, for YouTubers to promote products, and for others to earn a percentage of whatever the directed customer spends. To me, what these creators are selling is an experience — the idea that if you purchase these products, you can be like me. This has proven itself to be the problem with social media and influencer marketing. Fashion and beauty brands are, essentially, capitalizing on the insecurities of Gen Zers and others who are influenced by the media, ultimately changing the landscape of commercial enterprise for this generation.  

Influencer marketing allows companies to use those with social influence to endorse and promote their products. These promoters are paid or gifted more products from said company, creating a commercial enterprise made possible by social media. This exchange has its disadvantages because of social media and business operations. From financial concerns to the brands' voice, when involving media platform users in marketing a product, the company has to be careful about what is being posted. The regulation of the influencer's voice, which has been discussed in regards to natural hair tutorials and product reviews on YouTube, creates a false perception of what the product is and what it does. To a consumer base that struggles with identity and self-esteem, the selling of a product, along with the idea of self-improvement, is guaranteed to be a success. 

For example, as an individual who has had natural hair for almost five years, I’m always seeking new products to try. Over the years, I’ve followed and become a fan of several natural hair influencers whom I look to for inspiration. Even though hair has different textures, lengths, and porosities, I still choose to buy the products promoted by these women simply because I admire their hair, and want my own to look like theirs. This is how influencer marketing continues to thrive.  

To appeal to an audience, you have to use an identifiable approach. This means appealing to them in a way that they can see themselves and identify with whatever it is you're promoting. Brands across the industries have used this method and continue to do so with social media influencers. Fashion and beauty companies understand that the followers of content creators practically idolize them and are strongly influenced by their actions. Therefore, these are the people that they seek when marketing their brand and products. No matter what is said, or in some cases what the product may be, there are always individuals willing to spend their money. This creates an environment for companies and influencers to continue to make a profit off of Generation Z consumers. So, as an individual who has succumbed to the pressures of "shopping the look" and trying the product, I believe that it's time for consumers like myself to stop spending money on an idea or experience, and think about what we are buying and why we are buying it.