We’ve all seen it when scrolling social media. Someone you follow is raving about a new moisturiser, a pair of trainers, or a game.
Influencers can be a great way to discover new brands or hobbies. But before you click ‘buy’, it’s helpful to understand why that video popped up on your feed.
What makes someone an influencer?
An ‘influencer’ isn’t just a celebrity with millions of followers. They can be streamers, bloggers, or content creators with a few thousand to hundreds of thousands of followers.
They build an audience by sharing a part of their lives or hobbies. Because they feel relatable, their advice can feel like it’s coming from a friend rather than a shop. This is why many brands pay them to show you their products.
Why are they showing me this?
Influencers create content for different reasons. Sometimes they genuinely love a product and want to share it. Other times, they get paid to sell it to you. They can also earn money if you buy something using their link or discount code.
It isn’t always obvious if they are giving an independent opinion or if a brand is paying them to promote it. That’s why it’s important to look for specific labels to see if they’re being incentivised.
Ways to tell if something’s an #AD
In the UK, creators must be clear about being paid. Look for these signs:
- #Ad, Ad, Advert etc: They were paid to make this post.
- #Gifted: They didn’t pay for the item; the brand sent it for free.
- Affiliate Links: If you buy through their link, the influencer gets a cut of the money.
- The Review: Does it sound too perfect or scripted? Real reviews usually mention a small downside or a balanced view.
Does it seem too good to be true?
Photos and videos are often filtered or staged to look better than real life.
For example, if someone shows a skincare item that “cleared their skin,” they could be using filters to change how they look. Or a streamer might be sponsored by an energy drink brand. They often have the cans on their desk as ‘props’ but might not even be drinking them.
How do they make you feel?
Think about the content you consume. Does the video make you feel inspired and excited, or like you need to buy something to be happy or fit in?
If you feel an urgent need to have it, try this: write the item down and come back to it in a few days. If you’ve forgotten about it by then, you probably didn’t actually want it – you were just being influenced in the moment.
Questions to ask yourself
Before you grab your bank card, take a second to think:
- Who makes money here? Does the creator get paid if I click ‘buy’?
- Do I actually want this? Or do I just like the person who’s showing it?
- Is it biased? Would they still talk about this if they weren’t being paid?
- What do others say? Check the comments, ask your friends and parents opinions, or search for reviews.
It’s your call
There is nothing wrong with buying something you saw on social media. Plenty of people find their favourite products this way!
The goal is to stay in control of your own choices. By checking for ads and doing a bit of research, you’re making the decision – not the brand.
Need to talk?
If you’re feeling pressured to spend or have something else on your mind, you don’t have to deal with it alone. Meic is here everyday to talk, judgment free. See contact details below.
Want to learn more?
If you want to dive deeper into how social media works and how to protect your headspace (and your wallet!), here are some great websites to get started:
- Childnet: A great place to find answers to questions like “Can I be friends with an influencer?” and tips on how to handle the pressure to look or act a certain way online.
- Advertising Standards Authority (ASA): These are the people who make the rules for UK ads. They have ‘cheat sheets’ that explain what labels influencers must use so you aren’t misled.
- The Pressure of Social Media: Explore why we feel the need to be ‘perfect’ online and how to handle it.
- Impacts of Social Media on Young People: A look at how scrolling affects our mental health and everyday lives.
