Free Advertising or deceiving Advertising

Is using celebrities on social networking sites deceitful or is it the 'new' way to advertise?

 

Due to recent changes in Facebook's algorithm, it now costs to advertise on the social networking site; so brands and celebrities have started taking matters into their own hands. ‘Nike, Unilever and many marketers are cropping up in sponsored posts on the platform, but Facebook isn't earning any revenue from it,’ (Parekh and Delo, Advertising Age, 2013).

It hasn’t been that long since Instagram changed its terms and conditions to a format that would license the use of any photos on the social networking site which seemed to be a form of Advertising. However, many celebrities and brands such as National Geographic threatened to delete their accounts as they believed that many of their images may come up as an attempt to advertise. This threat obviously showed who had the power, because within days, the previous terms and conditions were reverted back.

 

Parekh and Delo, (2013) explain how a recent post by Beyonce Knowles shows her in a pop-art-style collage with a can of Pepsi, which is the brand for which she is now spokeswoman. Some advertisements were speculated as being part of the incentive behind the recent introduction of the new news feed within Instagram. However, advertising is occurring widely on Instagram, and to the benefit of the companies that are doing it (without any permission or pay to the social networking site). Brands are said to be trialling advertisements and teaming up with celebrities for many sponsored posts. It is surprising that neither Facebook nor Instagram are gaining financial benefits from this – as of yet.

 

Parekh and Delo, (2013) explain how just this week a sponsored post was made as the well-known celebrity Nicole Richie, (who has almost 750,000 followers), modelled in a photo while using a hair product made by Unilever's Suave. It is said that on most of her posts, there are either ‘cheeky’ comments and/or colloquial language alongside at least one emoji symbol. However, this time was different, this time she stated: "Ad: My new don't-leave-home-without-it product? Moroccan Infusion Styling Oil from @SuaveBeauty! Check out ways to add brilliant shine to your style here: bit.ly/XDJOkp.” This link brought the user to a site which detailed all of Suave’s new products. It was later confirmed by an employee of Unilever that the arrangement was done as part of its partnership with Ms. Richie, and not via Facebook or Instagram.  Unilever is said to be the ‘25th-largest advertiser in the country, spending $1.3 billion on domestic advertising alone’, according to the Ad Age Datacenter.
Parekh and Delo, (2013) explain some of the most recent celebrities who have conducted similar advertising messages and pictures. These are listed below.

• 'Lebron James recently posted a photo to his 2.2 million followers of his feet in Nike sneakers, with the sales-y message "These are simply the best!! Ultra comfy and can wear them with anything. I'm ordering 100 pair right now. #kicks #Nike #family"

• ‘A recent post by Beyonce Knowles (3.2 million followers) shows the singer in a pop-art-style collage with a can of Pepsi, the soda brand for which she is now "brand ambassador."

 

• ‘Instagram's reigning queen, Kim Kardashian, used her feed to show her 7.6 million followers a picture of her own branded tanning lotion, and directing users to buy it at Ulta stores.’

 

 

It is often argued by many people that advertisements on instagram will ruin the app because people say that advertisements are the thing that tarnished Facebooks reputation. However to answer the question at the start of this post, it could be said that people can think for themselves because to use the example of Nicole Richie, many people stated how they were very sceptical about someone as rich as Nicole Richie, using such a low-cost product like Suave.