The marketing industry is evolving and social media influencers are quickly becoming part of this new age of content.
Recently there was drama surrounding Elle Darby because she asked a hotel for a free room in exchange for exposure on social media. The hotel rejected the offer and publicly humiliated Elle Darby, pointing out their social media following was in fact greater than hers.
Just to be clear, there is nothing wrong with influencers asking for items in exchange for free exposure. As someone in marketing, I understand the logic.
Social media influencers are – in theory – brilliant for marketing because of their personal connection with the audience. The social media influencer gets a free products and/or some money, the brand gets great exposure without having to directly create any content themselves; it’s a win-win.
Of course it’s not suited to every industry, but I digress.
Elle Darby did a response video where she explained why she sent the email, why the hotel was wrong for rejecting the offer, her annoyances with the stigma surrounding social media influencers, how difficult her choice of career is, and why her career is ultimately better than the Café staff’s who humiliated her.
She acts like a spoilt, entitled child.
Like I said, there’s nothing wrong with her email, but the hotel was perfectly inclined to say they will not accept exposure as a form of payment on their Facebook using her email as an example.
In Elle Darby’s response video, she points out that:
- Most the people who were giving her backlash were over thirty years old and are out of touch with social media.
- Most people do not know how much work goes into creating social media content.
- Her and other social media influencers are discriminated against due to their career choice.
Here’s my response to these points:
Firstly, of course people over the age of thirty are not as interested in social media as millennials. That being said, they’re also the majority of your potential customer base, so you can’t imply they’re stupid for not understanding your career. It’s your job to educate them on your potential reach and what the benefits of advertising to your audience is.
Secondly, yes, people do not understand the work that goes into creating content. That being said, who fucking cares. Being able to create content for a career is amazing, and should be the best part of your job.
Thirdly, shut up. Everyone who works within a creative career is faced with doubt from outsiders. The rest of us don’t give a shit, though, because we get to make a living by creating our art. Appreciate how lucky you are for having this career, because you never know what will happen within the next 10 years.