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Social media influencers are regular people like any other, with their own personal opinions as well as their likes and dislikes. In reality, the only difference between an everyday person and an influencer is that influencers have a large number of followers who are interested in their views and opinions and most importantly, the average social media user trusts them even though they typically don't know them.
The impact that social media influencers have on consumer behavior is growing each year. As of 2022, Forbes found that 72% of young adult social media users reported that their trust in influencers had grown; in addition, 66% of users admitted that their purchasing decisions are impacted and determined by these influencers.
According to a study by Influencer Marketing Hub, nearly 50 percent of Twitter user confessed to having made a purchasing decision based on a tweet from an influencer.
A study conducted by Sideqik published in Forbes, shows that around 50 percent of millennials feel like they know the influencers they follow as much as they know their friends. Because of this 7 out of 10 consumers feel like they can trust the opinion of an influencers as much as they trust their own friends.
According to Statista, in a survey conducted by different PR and marketing agencies, almost 37 percent of brands responded that their organization worked with around 10 influencers. On the other hand, 14.7 percent admitted to working with over 1000 influencers.
In this digital world we live in today, brands are trusting influencers more and more every day to promote all kinds of products as social media has become the main research tool for younger generations when looking to seek further information on a particular product.
Mikayla Nogueira was accused of wearing fake eyelashes while promoting the L’Oreal Telescopic Lift mascara.
"Sorry, if somebody put $200,000 in your face and said, ‘Hey, promote my sh--- mascara,’ I don’t think you’d think twice about it," said Lewis when addressing the controversial surrounding Mikayla Nogueira.
Influencers lie?
Influencers lie?
There has been many cases in which influencers are caught lying about a product or a particular brand. There has even been some influencers who have come out and admitted to lying or false advertise a product simple because of money.
Madison Lewis, best known as Mads Lewis, has been one of the influencers who has come out and defended false advertisement. The TikTok star, who has over 12 million followers, came to Mikayla Nogueira, a beauty influencers with over 15 million followers, defense after she was accused of wearing fake eyelashes while promoting the L’Oreal Telescopic Lift mascara and describe her lashes as "the lashes of my dreams."
Lewis came to Nogueira's defense and stated that "Even if she did put false eyelashes on, why does it matter?" Mads Lewis said in her now-deleted video. "I know it’s false advertising, but isn’t everything false advertising? Isn’t everything technically kind of lying just a little bit?" said the Tiktok Star.
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