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(Vogue Business)   The next generation of influencers is here: "genuinfluencers" who are extraordinarily excited about giving advice and discussing their passions than about shilling for dubious products   (voguebusiness.com) divider line
    More: Unlikely, Brand, Procter & Gamble, Brand management, Advertising, Branding, popular fashion influencers, Sociology, key value of the brand  
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443 clicks; posted to Business » on 20 Aug 2021 at 10:12 PM (14 weeks ago)   |   Favorite    |   share:  Share on Twitter share via Email Share on Facebook



28 Comments     (+0 »)
View Voting Results: Smartest and Funniest
 
2021-08-20 6:08:43 PM  
c.tenor.comView Full Size
 
2021-08-20 6:27:40 PM  
And for 99.9% of Farkers, these people will mean exactly squat and will influence little.
 
2021-08-20 10:18:05 PM  
I applaud and welcome them to the increasingly long and serpentine line of people that can KISS MY ASS
 
2021-08-20 10:20:04 PM  
Yeah, Gary Vaynerchuk was doing this before these people were even a squirm in their parents pants.

Yawn.
 
2021-08-20 10:29:30 PM  
with noone to serve, we will serve chaos
 
2021-08-20 10:38:33 PM  
Buy low, sell high.  Don't take out large student loans to a fancy sounding college, go to a state or community college instead.  Buy a reliable car, avoid luxury and sports cars.  Unload firearms before cleaning or other maintenance.  Unplug appliances prior to attempting repairs.  It isn't over until you and your partner(s) orgasm.  Did I miss anything?

/Brought to you from G Fuel.  Like and subscribe.
 
2021-08-20 10:53:57 PM  
"They tend to be noticed for their high-quality content rather than their follower count, says Cassandra Napoli, senior strategist at WGSN Insight."

Jeezus, for the sake of the gene pool, kill yourself now.
 
2021-08-20 11:21:56 PM  
Marketers are going to market.
 
2021-08-20 11:30:36 PM  
Christ, this sh*t is why I hate being a marketer.

Is it impossible to just use human language? "Hey, we've discovered that people f*cking hate being sold to. So what we want to do is sell to them in places they don't expect to be sold to, like where they go to learn things. That way we can ruin THAT for them, too. But that makes us sound like assholes, so we're going to talk about the short-term positive: People creating good content can get paid more money now and it's not just about popularity."

What I like to do is say "Are you using our product? Do you like it? Consider letting other people know you like it, because that would be nice of you, both for us to appreciate our good work and for other business owners who may want to use our products, as they will know someone else has had a good experience. Thank you. (If you are not enjoying it, let us know privately so we can fix whatever the problem is, kthx.)

I like to think I'm Ron Swanson as a marketer. But honestly, I'm not that cool.
 
2021-08-20 11:31:13 PM  
I guess that means the "influencer" brand is dead. Some of them may actually do what they mean for a bit, but i give it about 2 months after(IF) it picks up for it to be inundated by the same crap.
 
2021-08-21 12:12:02 AM  
I'm thoroughly confused. So, they're not actually selling or hawking a product, but somehow this still gets people to buy things? How?
 
2021-08-21 12:16:01 AM  

Northern: Buy low, sell high.  Don't take out large student loans to a fancy sounding college, go to a state or community college instead.  Buy a reliable car, avoid luxury and sports cars.  Unload firearms before cleaning or other maintenance.  Unplug appliances prior to attempting repairs.  It isn't over until you and your partner(s) orgasm.  Did I miss anything?

/Brought to you from G Fuel.  Like and subscribe.


Go the fanciest sounding college you can. You'll forever be known by the person from that fancy college. Even decades later.

Don't take out student loans. It is for suckers only. You'll still be paying it off decades later.
 
2021-08-21 12:18:58 AM  

austerity101: I'm thoroughly confused. So, they're not actually selling or hawking a product, but somehow this still gets people to buy things? How?


Just by sucking up your time and attention.

If I get you interested in something stupid like knives, watches or fountain pens, you'll probably start buying them because your world now becomes part of the world where people have those things.

Soon you'll be shelling out thousands of dollars for them.
 
2021-08-21 12:25:40 AM  

mr0x: austerity101: I'm thoroughly confused. So, they're not actually selling or hawking a product, but somehow this still gets people to buy things? How?

Just by sucking up your time and attention.

If I get you interested in something stupid like knives, watches or fountain pens, you'll probably start buying them because your world now becomes part of the world where people have those things.

Soon you'll be shelling out thousands of dollars for them.


... I am clearly not a part of whatever this market is. Hell, I rarely buy anything I see in an ad--most of my ads are blocked, and on my phone I usually hide them reflexively. And I'm on a friend's YouTube family plan, so I don't get ads there.

I'm not trying to say I'm special or anything--I just find it baffling that people are this easily swayed by advertising. Is this something that is geared toward people who have more money than me, maybe? It just seems so alien to me.
 
2021-08-21 1:36:44 AM  

IAmRight: Christ, this sh*t is why I hate being a marketer.

Is it impossible to just use human language? "Hey, we've discovered that people f*cking hate being sold to. So what we want to do is sell to them in places they don't expect to be sold to, like where they go to learn things. That way we can ruin THAT for them, too. But that makes us sound like assholes, so we're going to talk about the short-term positive: People creating good content can get paid more money now and it's not just about popularity."

What I like to do is say "Are you using our product? Do you like it? Consider letting other people know you like it, because that would be nice of you, both for us to appreciate our good work and for other business owners who may want to use our products, as they will know someone else has had a good experience. Thank you. (If you are not enjoying it, let us know privately so we can fix whatever the problem is, kthx.)

I like to think I'm Ron Swanson as a marketer. But honestly, I'm not that cool.


Not bad; you actually made that sound sane and reasonable.   Are you sure you're really a marketer?
 
2021-08-21 1:47:25 AM  

no1curr: And for 99.9% of Farkers, these people will mean exactly squat and will influence little.


It doesn't matter. How did this become normalized? Why do all these little farks think this is worthy way to spend their lives? Because they do. They're proud of it.
And this is completely spontaneous and natural and kids being kids and these entrepreneurial geniuses are the future of this country.

You know what the future of this country is? Complete irrelevance. That we pay for.

Fark user imageView Full Size


Fark user imageView Full Size
 
2021-08-21 1:48:35 AM  

IAmRight: Christ, this sh*t is why I hate being a marketer..


farkied. I'll be sure to bring this up later.
 
2021-08-21 1:54:51 AM  
IAmRight:

What I like to do is say "Are you using our product? Do you like it? Consider letting other people know you like it, because that would be nice of you, both for us to appreciate our good work and for other business owners who may want to use our products, as they will know someone else has had a good experience. Thank you. (If you are not enjoying it, let us know privately so we can fix whatever the problem is, kthx.)

I like to think I'm Ron Swanson as a marketer. But honestly, I'm not that cool.


Fark user imageView Full Size
 
2021-08-21 7:01:47 AM  
So, the next generation of influencers is people better at playing pretend?
 
2021-08-21 7:38:33 AM  

mr0x: Northern: Buy low, sell high.  Don't take out large student loans to a fancy sounding college, go to a state or community college instead.  Buy a reliable car, avoid luxury and sports cars.  Unload firearms before cleaning or other maintenance.  Unplug appliances prior to attempting repairs.  It isn't over until you and your partner(s) orgasm.  Did I miss anything?

/Brought to you from G Fuel.  Like and subscribe.

Go the fanciest sounding college you can. You'll forever be known by the person from that fancy college. Even decades later.

Don't take out student loans. It is for suckers only. You'll still be paying it off decades later.


Many choose to go to a middle rank private college because reasons (high school bf/gf going there, they have competitive ping pong), and rack up more than $100k in debt quickly.
I am trying to convince a family friend who is recently divorced not to sell her home to pay for her kids to go to college.  This person lives in NYC, and has no full time job.  So all of the (3) kids are eligible for free state higher education.  It's insane.
One of my neighbors mortgaged her house to the limit to pay for her son to go to UCLA, declared bankruptcy, lost the house, then moved into her son's crummy post college apartment in her 50s flat broke.
But people gonna debt.
/Thankfully none of these are my problem.
 
2021-08-21 8:02:37 AM  

austerity101: I'm not trying to say I'm special or anything--I just find it baffling that people are this easily swayed by advertising.


It's like driving skill - almost everyone rates themselves as exceptionally better than average. Me too, both for driving and resistance to ad influences. So claiming this is definitely not special at all - but given the spending on ads and the products they promote, I have to assume that most of us are quite wrong about being influenced. Or have some wrong ideas about what "influence" means.
 
2021-08-21 8:35:01 AM  
Anyone who thinks they cannot be fooled is a fool.

Understand what it is to be human. Then, uh, proceed accordingly, I guess.
 
2021-08-21 10:09:39 AM  
This has prompted a shift in how brands evaluate their partners, with relevance and authenticity now becoming the most lucrative traits, says Jane Lim, co-founder and head of talent at Foundation PR, which works with popular beauty entrepreneurs including Michelle Phan and Christen Dominique. "Looking at a single-metric such as followers or average engagement rate is not enough; it's important to look deeper."
"The landscape has completely changed in regard to who is considered a person of influence and how we define that term," says Hilary Williams Dunlap, senior vice president of talent at Digital Brand Architects (DBA), whose clients include Camila Coelho, Marianna Hewitt and Emily Schuman of Cupcakes and Cashmere. Key influencer attributes are now a unique point of view, conversion and community. "Brands are looking closely at how engaged and tightly knit the following is and how influential the creator is within their community.


If you know what this means, if you've ever written something like this, or disbursed something having to do with this, or if you belong to a company that does anything like this, or operates anywhere within the same vicinity of some operation that does this, you should just kill yourself now. You've far outlived any usefulness on this earth, and in fact have become nothing but a parasite.
 
2021-08-21 10:26:11 AM  

austerity101: mr0x: austerity101: I'm thoroughly confused. So, they're not actually selling or hawking a product, but somehow this still gets people to buy things? How?

Just by sucking up your time and attention.

If I get you interested in something stupid like knives, watches or fountain pens, you'll probably start buying them because your world now becomes part of the world where people have those things.

Soon you'll be shelling out thousands of dollars for them.

... I am clearly not a part of whatever this market is. Hell, I rarely buy anything I see in an ad--most of my ads are blocked, and on my phone I usually hide them reflexively. And I'm on a friend's YouTube family plan, so I don't get ads there.

I'm not trying to say I'm special or anything--I just find it baffling that people are this easily swayed by advertising. Is this something that is geared toward people who have more money than me, maybe? It just seems so alien to me.


See, the reason this exists is because of people like you (and me, I have ads blocked and generally filter them well mentally as well).

So when you're watching things that DON'T have ads and your guard is lowered, this exposes you to these companies anyway, kind of an ad-rape.

Now, in fairness to companies...how the hell are you supposed to make people aware of a cool new thing you've made so you can make money before Amazon or someone else copies that sh*t and uses their economy of scale and power to influence politics and courts to make sure you can't make any profit from it, particularly when people are getting better and better at ignoring ads?

We've had advertorials for a long time. You've seen all the "that's an ad" stories.

This is kind of a positive development for everyone but consumers, tbh. Instead of the celebrity endorsement, which has moved into "influencers"...if you strip away the name and marketing speak...

People that actually give a f*ck about what they're doing and have a niche knowledge are beginning to have value over "influencers" that are popular because they're popular.

Of course, money and analyzing everything tends to ruin it over time, much like it's ruined a lot of things about sports I liked, so ultimately it'll ruin these niche things, too, and erode trust in THEM, too.
 
2021-08-21 11:29:30 AM  
Oh, so me and my teams on CompuServe. That's some groundbreaking idea there.
 
2021-08-21 12:19:36 PM  
I think the one thing Gen-X despises the most about the current generation is this. What absolute corporate whore sell-outs they have become.
 
2021-08-21 12:58:22 PM  
So it took only about a decade for the market for vapid self-portrayal to be saturated enough to consider branching out into something that might actually be useful. Cool.
 
2021-08-21 6:26:11 PM  
It's one thing if you have an obvious paid promotion that's labeled as such in a long, interesting Youtube video... it's not like an ad during a TV show is a new concept, and it's not like Youtube doesn't have ads anyway.

When your career title is "influencer", however, you are not an entertainer, or informer, or journalist, or maker, or ya know... anything people actually want to watch. You're a glorified sales minion, and the world doesn't need more of those.
 
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