INTRO:
Advertising has seen a serious shift from billboards and TV commercials, to smartphone screens. Instagram has become key for advertisers. And successful Instagrammers are now able to carve out careers from social media - demanding large sums of money. Frances Read reports from Los Angeles.
IN: "She's a South Korean...
OUT: Los Angeles (FX music fades)
DUR: 2,34"
http://www.fsnradionews.com/feeds/0926Instagram-fr-gen.mp3
VO1: She's a South Korean make-up artist who's famous across the world. But Pony isn't on films or on TV - her empire has been manufactured on social media. She has countless videos, lots of views - and millions of followers on Instagram. Internet stars like her have become advertising influencers and endorsements translate directly into cash. Casey Loza was on the hit TV series "The Hills." She works at a beauty spa in Orange County, California. But her reach is worldwide. It's Instagram that's fuelling her business.
"It gives me a platform and it gives me a voice and showcases my work and reach clients I wouldn't normally get to see or talk to. I've never gotten paid to post anything on Instagram - I refuse. As a consumer, as we all are, where's the trust?"
VO2: But the content of some "social advertisements" has come into question. Some medical experts have linked low self-esteem and eating disorders to unrealistic body images in ads. They blame photoshopped images that an impressionable audience might not realise were altered. And the pressure to meet certain standards, even for social media celebrities, can be too much. Australian Instagram star, Essena O'Neill made headlines after quitting online altogether.
"I was surrounded by all this fame, wealth and power, and yet I had never been more miserable."
VO3: But social media, including Instagram, can have real positive benefits for the advertising industry. For consumer brands - it's cheaper, more targeted, and instantly reaches potential customers. Professor Ira Kalb is from the University of Southern California.
"There's been a shift from more traditional forms of advertising to social media because everyone's carrying their phone around or their smart tablet and it's way that advertisers can reach you wherever you go. If they're getting you through the TV set you've got to be at a TV set of if they're reaching you through a billboard you have to be walking by or driving by the billboard. Because you're not paying for reaching eyeballs you don't want to reach you can get advertising for a lot less money"
VO4: Millions of followers mean millions of dollars. And for better or worse, the power to persuade people what to buy has forced advertisers into the Instagram era. Frances Read, Los Angeles. (FX Music Fades)
Advertising has seen a serious shift from billboards and TV commercials, to smartphone screens. Instagram has become key for advertisers. And successful Instagrammers are now able to carve out careers from social media - demanding large sums of money. Frances Read reports from Los Angeles.
IN: "She's a South Korean...
OUT: Los Angeles (FX music fades)
DUR: 2,34"
http://www.fsnradionews.com/feeds/0926Instagram-fr-gen.mp3
VO1: She's a South Korean make-up artist who's famous across the world. But Pony isn't on films or on TV - her empire has been manufactured on social media. She has countless videos, lots of views - and millions of followers on Instagram. Internet stars like her have become advertising influencers and endorsements translate directly into cash. Casey Loza was on the hit TV series "The Hills." She works at a beauty spa in Orange County, California. But her reach is worldwide. It's Instagram that's fuelling her business.
"It gives me a platform and it gives me a voice and showcases my work and reach clients I wouldn't normally get to see or talk to. I've never gotten paid to post anything on Instagram - I refuse. As a consumer, as we all are, where's the trust?"
VO2: But the content of some "social advertisements" has come into question. Some medical experts have linked low self-esteem and eating disorders to unrealistic body images in ads. They blame photoshopped images that an impressionable audience might not realise were altered. And the pressure to meet certain standards, even for social media celebrities, can be too much. Australian Instagram star, Essena O'Neill made headlines after quitting online altogether.
"I was surrounded by all this fame, wealth and power, and yet I had never been more miserable."
VO3: But social media, including Instagram, can have real positive benefits for the advertising industry. For consumer brands - it's cheaper, more targeted, and instantly reaches potential customers. Professor Ira Kalb is from the University of Southern California.
"There's been a shift from more traditional forms of advertising to social media because everyone's carrying their phone around or their smart tablet and it's way that advertisers can reach you wherever you go. If they're getting you through the TV set you've got to be at a TV set of if they're reaching you through a billboard you have to be walking by or driving by the billboard. Because you're not paying for reaching eyeballs you don't want to reach you can get advertising for a lot less money"
VO4: Millions of followers mean millions of dollars. And for better or worse, the power to persuade people what to buy has forced advertisers into the Instagram era. Frances Read, Los Angeles. (FX Music Fades)