The authenticity of social media influencers, has been a hot topic as of late. Something I have found interesting is that major movie studios are reaching out to influencers, paying them to talk about their movie and in some cases offering to send them to the movie’s premier. In this day and age, theatre ticket sales are not what they used to be and the latest marketing tactic enlists the help from Instagram and TikTok’s biggest influencers. Some examples of movies that have used this tactic in recent history are Transformers: Rise of the Beasts and Mission Impossible. Check out the TokTok below of Christi Fritz attending the movie premiere of Champions.
The hype for a movie on social media can impact the results of the box office but, can the impact of an influencer make a big difference? Well, it is not a guarantee but, in some cases it pays dividends. Nowadays, most movie premiers will guestlist different influencers. They receive the full red carpet treatment and the expectation is that they will share their experiences on their social media accounts. That being said, many movies still do bomb at the box office regardless. Even when certain influencers do their best to promote the movie, sometimes there are bigger factors that get in the way of a movie’s performance at the box-office. It can certainly, make a difference to their followers, if an influencer gives live reactions to a movie on the red carpet and talks about how amazing the film was. Plus, inviting a dozen influencers to a premier and paying them $3 000-$10 000 to give good reviews of the movie and share their experience at the event, is a relatively cheap marketing tactic. Especially, when you think about the millions of dollars studios will spend on TV spots and billboards. Check out the clip below of TikTok influencer Krysten Wags explaining how she was invited to a movie premiere.
Authenticity can be very difficult for influencers to maintain in these situations, where they are being paid to promote movies. In some cases, they can even lose followers if they feel that their authenticity has been lost. At the same time, for these influencers, it can be difficult to choose between authenticity and a paycheck. I have even heard influencers talk about how they have turned down opportunities to attend movie premieres and promote the film, just to maintain that authenticity. On one hand, it is hard to turn down the money and experience but, on the other hand, it could impact their brand negatively. Check out the clip below of TikTok influencer Anna Catify attending the premiere of Morbius and walking down the red carpet. Keep in mind that Marbius received a 15% on Rotten Tomatoes. Note that in her video she never actually talks about the film itself or gives a review but, the description states that she loved the movie.
If you were an influencer would worry that being paid to promote a movie on your social media accounts would negatively impact your authenticity?
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Algonquin College Social Media Certificate Program 