For my forth blog post, I will be looking through and analysing academic research that would give me a better understanding of my theoretical framework to use. I will be using this research to help me analyse my research data and create better field notes.
Why am I curious about Hyram’s skincare line?
As i have mentioned in my previous blog posts too, I have been following Hyram’s advices on skincare products and purchasing that are approved by him.Why do i trust Hyram so much? Even more than a qualified dermatologist! Yes, Hyram is an expert in skincare but he hasn’t actually been to school regarding skincare. It was a shock for me too. I want to know why despite this, he still has such fame and following not to mention, a skincare line. I am also very curious about why companies appoint and work with influencers rather than qualified specialists to promote their products. i would also explore on the downsides of hyram and his skincare line.
Sharing Academic Research
Many companies are already accustomed with working with social media influencers, but the industry is always altering, and brands must adapt their strategy accordingly. As influencer types have expanded, the market is fast increasing, with influencers catering to every plausible niche and sub-niche interest. Each of these sorts has its own advantages and drawbacks for brands. Brands are increasingly turning to micro- and nano-influencers, kidfluencers, gaming influencers, and virtual (computer-generated) influencers in addition to superstars with millions of followers like Kim Kardashian West and Kylie Jenner. This means influencers like Hyram are constantly gaining opportunities for collaborations.
As more and more modern audiences become “cable operators,” the decline in TV viewing is rapidly being replaced by mobile screen time. From 2011 to 2015, traditional TV viewing decreased by 35% for viewers aged 18-24 years. Instead of TV, a number of young people spend more time online and especially in front of their cell phones. As reported in Mary Meeker’s mid-year Internet Trend report, time spent on mobile media shows significant growth showing an estimated $ 25 million in U.S. revenue.
With their combined access to targeted groups and subscribers and followers, the demand (and therefore the support levels) of the top social media influencers is growing. At one time, these advertising ratings were hundreds of dollars worth of free product. Now, top promoters order tens of thousands in one Instagram post especially on dedicated YouTube videos and long-term collaborations. Advertising prices and advertising opportunities influence the top stars of communication (e.g.YouTubers, Instagrammers, Viners) have increased to the point where many traditional talent agencies are now facilitating the next wave of brand deals
The pandemic has accelerated trends that were already taking place, including as the move toward “unfiltered” or less-scripted video, TikTok’s ascent, and the appeal of “ordinary influencers.” Industries that had not previously invested extensively in the technique, such as finance, are now learning how to traverse the arena. Influencers will become increasingly important middlemen as e-commerce and social media merge, assisting firms in connecting with customers on social media in highly resonant, real ways that can give quick returns. In fact, 71% of marketers feel that influencer marketing is more effective at driving quality traffic and leads.
Consumers who followed influencers in the United States and the United Kingdom were more interested in influencer content that entertained or assisted them with their daily lives as of May 2020.
After it was determined a few months before that 93 percent of prominent celebrities on Instagram do not follow FTC requirements on proper brand sponsorship disclosure, the FTC filed the first lawsuit against individual influencers (not just brands) in 2017.As all types of marketers seek viable advertising channels to leverage the reach and efficacy of mobile and social media audiences, time spent on these devices and platforms/apps, and growth, influencer marketing is becoming increasingly ubiquitous in 2018. This is true not only for veteran brands and influencers, but also for newcomers, as all types of marketers seek viable advertising channels to leverage the reach and efficacy of mobile and social media audiences, time spent on these devices and platforms/apps, and growth.
With their combined access to targeted groups and subscribers and followers, the demand (and therefore the support levels) of the top social media influencers is growing. At one time, these advertising ratings were hundreds of dollars worth of free product. Now, top promoters order tens of thousands in one Instagram post especially on dedicated YouTube videos and long-term collaborations. Advertising prices and advertising opportunities influence the top stars of communication (e.g.YouTubers, Instagrammers, Viners) have increased to the point where many traditional talent agencies are now facilitating the next wave of brand deals.
To conclude, influencers are essential to a company’s growth and popularity.
Ethical issues that could arouse during my research
Since I am a huge fan of Hyram, I might commit favoritism and be biased while making my judgements during the research. My research should be completely honest and transparent to the public rather than biased. During my research, I might also be invading people’s privacy since I will be checking out their comments and listing their experiences with Hyram and his skincare line.I understand that comments are public but using their comments and listing them without their permission might not be liked by them. The most important ethical issue that I’m concerned of is beneficence, to do no harm. In case there is negativity regarding Hyram’s brand during my research, no harm should be caused to his brand and following.
References:
https://shanebarker.com/blog/pros-and-cons-of-influencer-marketing/amp/#4_High_Risk_Involved
https://www.insiderintelligence.com/insights/influencer-marketing-report/
All my love 🥰 
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