It seems that I am good at inventing “marketing terms” lately. “Posturinfluencing” has just landed ; although it may sound like a dance posture, it is a new trend on social networks, especially on Instagram, which consists of making followers believe that brands are paying them for campaigns for wearing glasses, a bag, a dress or flip-flops…
Yes, you read that right, “make believe” ; make your followers think that the ripped jeans you are wearing have euros, pounds or dollars behind them. Make them think that the jacket that accompanies your slim posture in the middle of a bright park is “financed” by the brand in question. And at this point you might ask yourself:
And why pretend that brands are paying them?
The answer is simple, they pretend to attract other brands. The more they appear, the more likely they are. If there are already brands that, presumably, are betting on paying these “posturinfluencing” people , others will follow suit…
Tagging a brand in your latest post or “story” is something that is gaining ground, even if the brand hasn’t put a single euro into the account. If in the past (a short time ago of about five years), you put the brand you were wearing, it was labeled as a business, as “sold out” … Now it is a proof of success, of “this company pays me to show its products” . It seems that having a considerable number of followers is no longer enough, posturing has reached its maximum iraq telegram data brilliance. Now it is necessary to pretend that there are already brands that bet on you, that are capable of paying you money to show, in a subliminal way, their new products. Now even “self-sponsorship” is valid , to make trends and products known even if you are not paid for it, with the sole objective of making people believe that it is exactly the opposite, to make people believe that you are an “influencer” .
Making “fake” advertising , until the “good” advertising arrives . This seems to be the roadmap for the new “posturinfluencers” . I am not saying that it is a bad thing, but it is the most artificial thing I have seen in marketing and advertising in many years. Although at least these new “influencers” have to make the prior investment, that is, if they want to promote a dress, a destination or a brand of washing machines, they will first have to purchase the product or service to be “falsely” promoted .
From the point of view of brands, there is certainly something to be said. Some will think that it is free advertising and that everything counts, but others will reflect on whether it is really positive to link their brand with some of these “micro-influencers” ; in addition, the quality of publications of these “posturinfluencing” campaigns is usually lower than those orchestrated in official campaigns, obviously since they have fewer resources.
The messages that can be read are even funny:
“Thank you to Hotel XYZ for this gift” (reads the text of the post, while a young woman drinks a glass of Moët & Chandon in the bathtub of a hotel that has given her absolutely nothing).
“With Pull & Bear you live better” (tagging the brand to imply that it is something agreed upon; until the brand replies that thanks for buying their products and for promoting them selflessly…).
If you look closely, they are ambiguous messages, meaning that they could have another meaning at first. The first could be to say thank you because they loved that moment, that place… the second, because it is a comfortable outfit and it is a pleasure to wear. But let’s not fool ourselves, just take a look at their Instagram accounts to see that these “special moments” happen to them every day and with dozens of brands.