More and more teenagers are using Instagram to earn pocket money
For many people, Instagram is a platform for sharing fun photos with friends and acquaintances. However, in the United States, it seems that there has been an increase in cases of teenage Instagram users with large followings being paid to promote products such as apparel brands in order to earn extra cash.
Posting Instagram Sponsored Content Is the New Summer Job - The Atlantic
https://www.theatlantic.com/technology/archive/2018/08/posting-instagram-sponsored-content-is-the-new-summer-job/568108/
During the long summer break when schools are closed, an increasing number of teenagers are taking on part-time jobs to earn extra money. In the United States, many boys and girls earn a living by working at supermarkets or babysitting for friends and family, but a new way of earning extra money has emerged that is unique to the modern age of social media.
The 'job' involves receiving tens of dollars (thousands of yen) from brands that sell products, especially fashion and cosmetics aimed at young people, and posting videos of you using the brand's products on Instagram. To get this job, you need to meet the requirement of having a 'large number of followers,' but accounts with thousands of followers are sufficient to be eligible.
'When I get a job, I have to go through a lot of training and I have to go to work for hours a day, but with this (Instagram job), I can post something and get paid like $50,' said a 13-year-old girl from Pennsylvania. The girl, who spoke to The Atlantic on condition that her name not be used, has 8,000 followers and said she was making hundreds of dollars within a month of starting her 'job.'
It's not easy for young people to find good jobs. Even in the United States, it's difficult to find a job without a college degree these days, so it's hard to find time to work when you're young and busy with your studies. Furthermore, there are legal issues with employing boys and girls around the age of 12, making it difficult for the so-called 'preteen' generation to find ways to earn money on their own. Amid this, a new method has emerged: 'earning pocket money on Instagram,' which is apparently gaining popularity among preteen girls.
The way this generation finds work is either through being approached by brands using social media, or through young people pitching themselves to brands. Most of the communication takes place via Instagram direct messages, and in many cases, there are no formal contracts.
Helen Boogzel, CEO of girls' fashion brand Boogzel Apparel , says she receives offers from girls on a daily basis. Boogzel explains that marketing to teenagers is especially important for new brands. 'Some brands spend money to get likes or get exposure in fashion magazines, but that's fake and ruins the brand,' she says. 'It's better to connect directly with teenagers and get their honest opinions about the brand. Our products are inspired by youth culture and the internet. Young people are creating this culture.' She speaks of the effectiveness of branding through social media.
There's another benefit to incorporating teenagers into your branding: lower costs. Depending on the number of followers, you can expect to pay between $5 and $20 per post, which is significantly less expensive than paying celebrities or entertainers hundreds of dollars. Another benefit is that it doesn't feel too 'advertising-y.'
A 13-year-old girl named 'Kim' who lives in New York City says she works for brands, paying $20 (about 2,200 yen) for a regular post and $10 (about 1,100 yen) for a 'Stories' that disappears after 24 hours. 'I thought it would be a good way to make money during the summer holidays, since I'm always just lounging around at home. It's not easy for kids my age to find work, so this is the best option for me,' she said.
One of the reasons for the spread of Instagram marketing is that for teenagers, 'recommendations from friends' have a stronger influence than 'celebrity advertising.' While advertisements seen on television and the internet inevitably have a 'commercial feel,' by developing marketing using ordinary users on Instagram, there is an advantage in that it is essentially advertising, but can have a more effective advertising effect.
Some young people are moving beyond mere pocket money and into what could be called a business. One group of 14-year-old girls has even set up their own 'agency' in name only, providing a logo and a 'business email address' in an attempt to extract better terms from brands.
By working as 'professionals' in this way, some young people seem to be acquiring skills comparable to those in the 'adult business' world, such as photo editing, sales, marketing, budget management, and workflow management. This may seem to go against the purpose of Instagram advertising, which is touting the benefits of 'amateurs,' but it seems that some young people are trying to take advantage of this opportunity with such professionalism.
However, because this initiative is a strategy that exploits a gray area of the law, it is also true that it has various problems. In the summer of 2018, there was an incident in which the fashion brand ' so aesthetic ' refused to pay young people, and as of the time of writing, actual payments have not been made.
However, this is a rare case, and in most cases, transactions are carried out without any problems. Some children are even running 'businesses' with their parents' approval, and it seems that another way of making money unique to the social media generation has been born.
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