If you are a frequently Instagram user, you may already found your favourite brand are posting user’s content on their brand account, or your favourite blogger is tagging a brand or another Instagram account on his / her posts. The endorsement is now can be found regain its prosperity on Instagram.
“If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway”. Said Edward Bernays (1928) in his book Propaganda, “Third-party endorsement”, the indirect use of to plead for his clients, is one of Bernays’ favorite techniques for manipulating public opinion (Bakanovic, 2010). Even though public relations industry is a fast-changing industry, this technique doesn’t disappear over time. It adds a new dimension to the third-party-endorsement thinking that has shaped PR practice since Bernays’ earliest days, the people who find you through social media and “endorse” you or your project have the ability to spread the word of your “greatness” through online channels much faster than word of mouth. In addition, that online audience may come back again and again (Hell, 2009).
One month ago, Jen Selter, 20, an Instagram star just landed her first endorsement deal.her job is promoting CIRRUS fitness products.”I think of Jen as a professional athlete, the No. 1 pick, her sport just happens to be fitness, and she found a way to make it happen,” CIRRUS CEO Jay Sapovits said. Slter said she believes her followers are interested in more than just her selfies and pert backside.”I get a lot of credit for posting selfies, but I also post messages of motivation and fitness tips. I try to be fresh. I’m aware of comments made about my body, but I get the most happiness when I receive emails or posts about people I’ve inspired,” she told Fox.
A while back, Roxy Jacenko, who recently opened a talent agency for bloggers, revealed that “They (Celebrities) can get up to $650 per Instagram post – sometimes more depending on the number of followers.”
However, there is definitely not only celebrities & bloggers are involved in the game. The brand accounts have also doing the endorsement frequently, and the stats of likes says they are really works! (see pic below)
Hell. E Third Party Endorsements: Beyond Mainstream Media, Available from:http://storytellermn.com/2009/07/third-party-endorsements-beyond-mainstream-media/ [Accessed 09.03.2014]
Bakannovic. J The Men Behind the Curtain, Available from:http://therionorteline.com/2012/07/09/the-men-behind-the-curtain [Accessed 09.03.2014]
Celebrity Instagrammers rake in cash with product endorsements, Available from:http://www.dailytelegraph.com.au/entertainment/sydney-confidential/celebrity-instagrammers-rake-in-cash-with-product-endorsements/story-fni0cvc9-1226676202675 [Accessed 09.03.2014]
Jen Selter, who has almost 2 million Instagram followers, lands endorsement deal, Available from:http://www.news.com.au/lifestyle/fitness/jen-selter-who-has-almost-2-million-instagram-followers-lands-endorsement-deal/story-fneuzle5-1226819117497 [Accessed 09.03.2014]