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Priti Kumari
For Youth, social media is part of their day-to-day life. They spend most of their time on the internet
surfing YouTube and social media websites. Social media is also evolving not only it gives people a
platform to express their views but they have also given rise to the concept of Social Media influencers.
Social media influencers have a huge online following because of their content. They also create
sponsored content around the products. Instagram and YouTube are one famous platform that is used by
social media influencers.
Now social media influencers have more influence on youth than celebrities. Even film celebrities use
social media influencers to promote their movies. People trust social media influencers more than
traditional celebrities because these social media influencers are more relatable as they are normal
people like us. Youth feels closer to these influencers because they are relatable and the same age as
them. They frequently talk with them. As a result, they get influenced by them quite easily. Youth also
spend lots of time on the internet and are surrounded by these influences for most of their time. As a
result, they are more influenced by them. After seeing these trends brands are also using social media
influencers to promote their product. This has created the rise of influencer marketing where youth buy
the products after watching the influencer videos.
Some influencers do not mention whether they are making sponsored content or not. They only think
about their profit and did not mention its negative impact on youth. This is one of the major negative
points of influencer marketing. Another point is that social media influencers fake perfect bodies and
create false images which can create feelings of insecurity among youth.
