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Dean Joannou

I think Instagram has had a very interesting effect on advertising. It used to be that in order for a person to make money advertising a product they would have to rely on outside factors. For example, an actor would need to establish fame or a degree of popularity with the help of an agent or others who would seek out advertising opportunities with brands/companies that wished to take advantage of the actor's fanbase in order to advertise their product. Now, a person can establish an Instagram following in the 100,000's or even millions completely on their own and have a totally direct way of advertising a product to their followers. No expensive time slot needs to be purchased like in the case of television commercials, nor is advertising limited to the amount of pages in a magazine. If one has a large social media following, advertising opportunities are endless.


Influencer marketing is a new popular form of advertising where companies, whether they are startups or well established brands, seek out instagram users with a large following to advertise their products. Brands used to rely on paying for time slots during television programming to air commercials advertising their product or paying for ad space in a magazine or newspaper. Now, there is a very large pool of social media personalities with follower counts in the 100,000’s to millions who can serve as a whole new platform on which to advertise. In the case of this article, the company is a startup called Lashify which sells fake eyelashes. The company’s founder is informed that in order to secure an influencer with enough status to get her company off the ground, she would need to pay as much as $50,000 to $70,000. This is not feasible for her brand new business venture. Additionally, dealing with instagram users and their associates, who mostly do not come from trained business backgrounds, can present its own problems. Television networks and magazines have been involved in advertising for decades, whereas the instagram app only began being developed in 2010. Companies regularly find themselves in situations where the instagram user won’t fully hold up to their end of the deal, or may not post their sponsored post at the agreed upon time between the two parties.

Matthew Lenczewski

Although influencer marketing is not a new concept within the industry, it has become wildly popular in the past few years. As the world around us becomes more technologically advanced, influencer marketing has made its way to the forefront and companies are devoting more time and effort to the tactic than ever before. It's interesting to see that people in the industry don't care about the product they only care for who is influencing it and sales. They should take the time out to make the product the best they can make it but they really don't.

megan Kremer

influence marketing has become a very large part of advertising for companies today. Influencer marketing is a marketing strategy in which the focus is placed on an influential person rather than social media as a whole. Companies orient their marketing activities around these influencers. Often times however, influence marketing involves paying large sums of money to these influential people in return for positive reviews on their accounts. There are many problems with influence marketing. One problem that Martineau points out is that marketplace operators and influencers often buy followers and use other tactics to "boost their perceived influence". This results in brands shelling out thousands of dollars to influencers who are not reaching an audience the company was perceived they had. Overall I feel that Martineau did explain the concept and the problems that are associated with it well. She had first hand experience with it so she was able to go into detail about what really happens with influence marketing.

gavin yang

I'm agree with this article. I believe influencer marketing have been their for many years. Because the change of customer behavior, the way of manufacturer publicity their product need to be changed too. The result is influencer marketing, it will change traditional advertising ways and become mainstream little by little.

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