Summary
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| Gigi Hadid's Instagram |
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How Instagram’s influencers changed the model industry” by Cristina Criddle (2021), says that although beauty brands have used influencers to promote products on Instagram for a long time, the model industry is adapting itself to offer modelling services that match with demand from brands and customers since the COVID-19 pandemic occurred last year. Recently, many beauty and fashion companies have recognized influencer marketing on Instagram as a promising marketing strategy to promote their products, because not only can they lower costs of marketing, they can also analyze the effectiveness of the advertisements by using online analytic tools such as Instagram insights and blog analytics. In addition to that, consumer preference has changed, as they prefer content that reflects their real life. Therefore, the beauty and fashion companies were requesting the modelling agencies to supply regular models who can ‘act like’ the influencers on Instagram to advertise their products.
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Response
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| Regular models |
I think COVID-19 pandemic is the major accelerator of almost everything in the 21st century. Before it happened, I couldn’t imagine how germs, tiny organisms, have significant impacts on our society. We cannot even see them by our eyes. I still remember a discussion with my colleagues three years ago where we talked about how new technology such as artificial intelligence and robotics could disrupt the economy and society in 2021. None of us expected that we will be facing the disruption from coronavirus in that year. At that time, we were working really hard to prepare Thailand for a cashless society. Even though it was not our real goal, I was a bit proud that we could enable the mobile banking services to be ready for use during the pandemic. That’s great, isn’t it?The examples of some professional models in the news article reminded me of one of my friends who works in the fashion industry, as she needed to adapt her business a lot because of COVID-19. Like those models, she needed to learn many new skills, especially digital marketing. She needed to learn how to shoot photos and film herself and find topics to create content and then post via her Instagram and TikTok. Right now, whenever we get together for lunch, she loves to share many insights on digital marketing with me. However, I don’t think I can work on that like her, because I think that marketing in the digital world is hard to understand and I think it requires a lot of creativity—I mean how to find and create content that people would enjoy. For me, I am more confident when dealing with traditional marketing than digital marketing. However, someone advised me that I should do multiple careers, and I think it is time for me to rethink my career for the future, Let’s say in the next five years from now, because the job that I am doing now may have disappeared in the near future.
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Question
What would make significant changes on our economy and society in the next five years for now?
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Reference
Yes, Emma, it was great that you and your colleagues "could enable the mobile banking services to be ready for use during the pandemic." Even before Covid struck, I was a big fan of mobile banking, having previously been a big fan of internet banking. I almost never visit banks these days because everything can be done from my phone or computer, from paying bills to setting up automatic transfers.
ReplyDeleteI don't pay much attention to the fashion world or to YouTube influencers so have no experience there, but like Emma, the changes I've noticed in my life over the past year have been amazing. Just over one year ago, I had never done an online video meet, something that I've learning to improve over the past year of teaching online. Like most things that are new, the learning curve has been challenging, and I've made plenty of mistakes, but I hope I don't repeat most of them too many times.
It will be interesting to see how permanent some of the changes forced by Covid have proved to be when we look back in five years or so.