Life is Good
It has been over one year. We quit Instagram to the chagrin of many. Why? Insanity? Lack of followers? How would we survive in an age when so many believe in oversharing? Many thought this action was insane. Amazing how fast time flies. We are still here and doing ok, Instagram Free.
I can appreciate the amount of time many “influencers” spend on one picture, the interaction with their fans, self esteem based on comments and likes.
However, Black and Paper decided not become a slave to the algorithm system that manipulates insecurities for a smidgen of fame. The joy of sharing overshadowed by digital narcissism. The quest for quick popularity moving as fas as a stroll on a screen. Thriving to show a life not lived, but more about projecting a fantasy in constant branding mode. I wonder how many selfies can a person post? How many selfies can a person see in day? If one scrolls fifty pictures, is the first image recalled?
One Year On!
After one year, speaking to many professional media people about influencing and influencers there are still questions, many have doubts about how it works or if it works. But fear of missing out drives them. Opinions seem split where the Instagram Hype will go? Some say, “the bubble will pop.” While others firmly believe it will stay and evolve. The verdict is still out.
On a level I recognize the merit of the medium. For the impressionable, for certain products, these consumers look to influencers. Hyper consumption, buy today, wear 7 times, then throw away to buy new, this is the market for influencing, quantity over quality.
Black and Paper philosophy is “buy something that will last”. Have we considered returning to Instagram? No! Imagine spending 1 hour for a post, only 35 likes. We jumped off the merry go round and never looked back.
Very recently there has been an upheaval in the media and social media world. Has the time of accountability in influencer marketing arrived? Global consumer company advertiser Unilever made a shot across the bow announcing there needs to be more transparency, less bots and false likes. At Cannes Lions, marketing head Keith Weed insisted on more honesty from both the influencers and social media platforms, especially Instagram. If a man in charge of an $8 billion annual ad budget speaks, media listens. By taking a stand against the fraudulent side of the influencer business, Weed deserves our applause. The international brand will no longer work with influencers buying engagement. The open secret is now out. Denial is no longer an option.