Influenced to Spend

Influencing has changed everything consumers thought they knew about advertising. Using the trust and loyalty they’ve built with their viewers, influencers oftentimes use the facade of not being paid to sell products. However, over the past few years, viewers have turned on social media creators who got rich at their expense. Deinfluencing, thought to be the anti-influencing and anti-consumerist movement, is ironically led by influencers and, ultimately, brands desperate to rebuild trust with their viewers. Whether it’s through influencing or deinfluencing, there is no doubt that people are being influenced to spend. But why is the pull so powerful? Ivana says she’s so influenced to spend that she is most likely addicted and asks, “What would I do all day if I didn’t shop?” Then, Sara, an influencer and confessed overspender who has experience working with brands, admits that sometimes she felt she wasn’t able to be honest about products in the past. Next, hear what Alyssa, a marketing specialist whose deinfluencing posts went viral, says is the difference between influencing and deinfluencing. Plus, Paige says says she’s a former overspender who was able to turn her finances around and now has a successful career as a spending coach. And finally, hear from Brendan Gahan, partner and Chief Innovation Officer at Mekanism, a creative agency that specializes in the development and production of marketing campaigns, commercials, and branded entertainment, and what he says about being a brand in today’s world. (21119)

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