Tutorial or Advertisement?

By Eliah Davila | @essenceofeliah

If you are a woman today that uses social media it is extremely hard to ignore beauty bloggers use of product promotion on every social media platform. If I log on to my Instagram feed It will take me less than thirty seconds to scroll past a shared post of a new makeup trend or hair tutorial. As users, we are more gullible than we think. When these online personalities post short clips of themselves using a product as a consumer we refer to them as tutorials. We are automatically intrigued because we look for advice on how to use these new products and immediately look to online personas may it be  Pinterest, YouTube, or Instagram. Online personalities on the other hand are using these platforms as self-promotion to reach a wider audience to develop a larger following and to expand their professional network. Pictured is a post from blogger Sarah Sori that she has posted on her website that features her past work for companies to view. Using examples of her older posts she showcases her experience in hopes that companies will contact her for business inquiries.  Bloggers use free products that are sent to them as a new topic for a new post. As an online personality, it becomes harder to break through the clutter of your audience’s timeline on these social media platforms. After grabbing the attention of the audience keeping it is just as difficult and bloggers are always searching for new topics to cover so when companies send products to online bloggers it automatically gives the blogger an opportunity to expand on a new product.  The one who benefits the most in this business triangle is the beauty companies themselves. Companies send out products for free to online personalities to “try out” but in return the companies are receiving free promotion and advertisement. Not only are companies reaching a wider audience than regular advertisement but as consumers we are easily intrigued by these short edited videos. In today’s advertisement scheme, businesses are making advertisements look more casual and informative than an actual paid programming advertisement. So be aware, do you really need every new eye shadow palette that you see on your timeline?

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism