‘New Year, New You’: Responsible Influencer Marketing
As it always is at the beginning of a new year, the pressure is on to become a brand new, healthy, fit version of ourselves. And of course, influencer marketing is the ideal way for health and fitness brands to push their latest products and services post Christmas.
For some consumers, going online to see your favourite social media influencers and brands pushing you to hit the gym, cut out chocolate, and meditate at 6 am is the push you need to shake off the holiday cobwebs in the new year, but for many, this narrative is not helpful.
Each generation seemingly becomes more and more conscious of the media they consume, and whether this has a positive or negative effect on their mindset. In the 2000s, you couldn’t turn on the television without seeing an advert for a popular dieting company or exercise video, but now, in 2022, anyone has the opportunity to tell a story through social media platforms. Consumers, therefore, have become more conscious and more able to filter out the narratives they don’t want to see.
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