Throughout BCM241, Sophie and I have studied the ins and outs of the online advertising industry. Many Influencers sole income is based online, from advertisements on instagram stories to collaborations with major companies. The question that lingers however is where does this money come from? The answer lies with the backbone of online organising – the platforms and companies.
Essentially, the most interacted advertisements are online. Whether you are scrolling through TikTok or swiping on Tinder, the social media platform smoothly transition into short advertisements that unavoidably catch your attention. The advertisements only last from 5 seconds up to 30 seconds, they are extremely annoying, agitating but unavoidable and plainly there. Having advertising on social media makes it the most intractable form of advertising. In comparison to television advertisements and billboards, you can access a website to buy the advertised products or actions almost immediately by swiping up on Instagram or simply clicking the advertisement on Facebook, for example.
Taking it a step further, companies target rising influencers to post about their products, whether this is subtly or direct. Companies could ask for an influencer to post on their Instagram story or make a direct post to advertise the desired product. According to ‘Sprout Social: What is influencer marketing: How to develop your strategy‘ a step by step guide on how to do marketing as social media influencer, they suggest that for micro influencers (who have under 1000 followers) receives around $87 and this grows with the amount of followers an influencers has, a influencer with over 100000 followers averaging around $763 a post.
Subtle forms of advertisement from influencers can often be seen in videos or in the background of posts. An example of this, is the popular energy drink ‘Bang’. Many large TikTok influencers post videos talking about random stuff or moving around a room whilst holding and drinking the energy drink. This strategy draws in the viewer’s attention but still remains subtle and unwitting.
Despite what form of online advertising is used, the online advertising industry is a large money machine that produces significant revenue. The advertising itself producing more attention and money than the purchasing of products. This industry will only continue to grow as our annoyance also continues to grow 😂.
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