Have you ever been tempted to buy a product or service because a celebrity recommends it on social media? In that case, you are not the only one. There are huge sums of money to be made by advertising brands on social media. According to the Media Agency, NOK 348 million was spent on influencer marketing in 2020, which is an increase of twenty percent from the previous year. Now the industry itself will create more guidelines through the foundation INSJ. – The hope is that we can contribute to a professional and ethical boost that will make more influencers and other profiles more aware of how we use the platforms we have been given, says journalist and initiator Gisle August Gjevestad Agledahl. PRO BONO: INSJ is an independent and non-commercial foundation, says Gisle August Gjevestad Agledahl. Photo: Stig Jaarvik / news At least 1 percent To become a member of INSJ, influencers and other profiles must commit to donating at least one percent of advertising revenue from commercial collaborations on social media to a common charitable purpose. – There is so much influence and money in social media. If you take a little of that and use it for something good, we believe that it can help make a big difference, says Agledahl. The followers must come up with proposals for which organisations, and the organization with the most votes will receive a joint sum of money. – We want to put a special focus on smaller organizations that need publicity, says Agledahl. – The money will make a real difference for these charities, says initiator Isabelle Ringnes. INFLUENCES: Isabelle Ringnes hopes to recruit many collaborators for the new initiative. Photo: Sig Jaarvik / news This will in turn contribute to increased attention to the various purposes that the members of INSJ help to promote, Ringnes believes. The official launch takes place on Thursday. Well-known profiles such as Sophie Elise, Kristin Gjelsvik, Tone Damli, Kasper Kristoffersen, Joakim Kleven and Øyunn Krogh have already confirmed cooperation. SOME: Sophie Elise is among the country’s most popular influencers. Photo: Screenshot from Instagram – We are lucky that both large, commercial profiles and the more value-driven profiles are interested in participating, says Agledahl. Skills development The influencers will also have access to gatherings, where you can refresh your skills and have the opportunity to share experiences. COMMUNITY: Jenny Skavlan is concerned that the foundation should also provide a collegial community for influencers, who often work alone. Photo: Stig Jaarvik / news – Hopefully it will also be an entry ticket to a professional network, which there is a lack of in the industry, says Jenny Skavlan. -Some influencers can be 20 years old and have 200,000 followers on TikTok. They may have no idea what to do with the offers they receive and the influence they suddenly have, says Agledahl. Texas industry It has long been a trend for larger companies to take more social responsibility, and now it is also the influencers’ turn. – This can inspire good ethical practices and good cooperation. Making good ethical choices in an industry that has been a bit Texas and completely unregulated is a natural professionalization of the industry, says media scientist Magnus Hoem Iversen. INTERESTING CONCEPT: INSJ can be a step in the right direction of professionalizing the industry, believes media scientist Magnus Hoem Iversen. Photo: Jin Sigve Mæland He is nevertheless concerned that initiatives like this should not just become a cover for other problematic aspects of the influencer industry. – We must not avoid a debate about the kind of influence influencers have on society as a whole and especially on young people. What kind of role models we push in front of us is an important debate.
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Should make the influencer industry more responsible – news Culture and entertainment
