Image used for representative purposes (iStock)
“/>Image for representative purposes (iStock)That may sound like a big boast. But yeah, we said no to two celebrity interviews this week. One, an acclaimed actress who wanted to throw some magic stardust on our marketing news and views portal ahead of her birthday. The other was a medium-sized Bollywood star who had suddenly discovered us like a new found love.
Why are we showing the arrogance normally associated with a big studio or a swanky producer? Because as journalists, we sense trouble from afar.
In the past, a communications agency asked us to do an interview about the business interests of one of Bollywood’s leading ladies. We said yes to a video interview. Then the riders came. The video interview would not take place in person. But it could be a Zoom interaction. Then came the killer question: would we, the publication, pay their makeup fees (anywhere between 75,000 and one lakh INR)? All this for an interview they offered in the first place. Second, this was for coverage where the star wanted to hijack some dialogue furthering the cause of her own investments.
This week’s events contained more hidden clauses than a real estate deal. An agency said we can definitely get you an interview. Then it boiled down to, “Can we have your questions answered by email?”. (Fun Fact: We were absolutely certain that the star wouldn’t be the one who replied to our email.)
The other actor’s agency sent us a guest post. No, it certainly wasn’t him trying to be a marketing guru. It merely listed his achievements in brand promotion and how more than a dozen brands have rushed to embrace him. When the article was rejected because it was a poorly written advertorial, the agency’s next question was whether we could do a video interview.
Until very recently, we (consumers and media) put them on a pedestal. Now they go down a few steps or press the buttons on the escalator that lead to a lower level. What prompted this descent? One word answer: influencers.
It’s no secret that when it comes to brand promotion, influencers bite off more than they can chew. All of this translates into a direct hit to the stars’ non-movie earnings.
A leading influencer recently told ETBrandEquity that consumers value celebrities so much they can’t accept them as one of their own. However, they find influencers more credible when they relate to them on a personal level. This makes an influencer a safer choice for brand marketers when looking for a face to make brand endorsements. Suddenly the star stops in the rain.
While influencers may look promising for now, there are clear signs they could fall out of favor — if they don’t change.
The flaws in the influencer ecosystem are lack of discipline, extremely low engagement, and making maximum hay before the sun goes down. One can only hope they don’t kill the golden goose.
(The author is editor of ETBrandEquity.com. This weekly column offers a sneak peek at the discussions, debates, and introspections on our editorial team.)
“When there is a material connection between an advertiser and a celebrity/influencer that may affect the weight or credibility of the celebrity/influencer’s portrayal,” the guidelines read. The guidelines advise celebrities and influencers to always check and satisfy themselves that the advertiser is able to substantiate the claims made in the advertisement.
- Posted March 18, 2023 at 8:14 AM IST
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