The young people who currently have between 12 and 25 years of age, despite being different from each other, share a particular characteristic: they make up a generation that since childhood has been exposed to the daily use of the Internet and digital media as a source of entertainment, learning and avenues for communication.
“They have grown up watching videos on digital platforms, giving ‘likes’, recording yourself in an increasingly creative way, sending messages on cell phone applicationsr, creating music lists, playing video games, among other activities in which even educational institutions are involved”, explains the psychologist Maria Fernanda Man Ging clinic about the digital life of the youngest.
A) Yes, their community is not limited to face-to-face interaction with members of their school or family, but extends to the exchange of opinions they have with their online contacts, where they also find a type of validation through comments or number of followers. “It is possible that some young people seek external approval in digital media when they do not receive it in their closest environmentor when they do not validate themselves, or if they need a space for venting or emotional containment. But it is also possible that it is a vocation related to communication. Each motivation or set of motivations is unique for each person, and it would be prejudiced to generalize”, the specialist specifies.
Nevertheless, such a level of exposure in a digital medium may also present certain risks. For example, just as there are those who validate, there are also people who comment with intentions to harm or that the person is not prepared to receive. “The exhibition brings with it that the image or part of the image of the person shown is in the public domain and can be used in different ways, including reinterpretation. Also, the person can generate dependency on external approval and force yourself to maintain an unhealthy pace of work or exposure. This can be a cause of discomfort for those who do not receive support from their loved ones or psychological care.
What can parents do? Inform yourself very well about each platform or social network, its dynamics, legal issues. “Being a support network without becoming an exploiter or an impediment to the child’s activities”, highlights Man Ging. “Digital life is a dimension that runs through all of us, so if you isolate a person from digital media, you are isolating them from some aspects of society. However, it is true that the very early and prolonged introduction affects us at physical, psychological and social levels”.
What does it mean to be an ‘influencer’ and what are brands looking for in them?
For those who are Determined to build an image on social networks and monetize ita, the work covers much more than just uploading photos or attending certain events for free.
carla gordonspecialist in marketing influencer and director of the One to One public relations agency, defines a influencers digital as someone who enjoys a good reputation among his followers and who has earned his credibility by turning it into something profitable either through product exchange, social recognition or also through monetary recognition.
What profile should cover a influencers so that brands begin to notice him or her? Have a reputation, create relevant content and be in front of a real community (no purchased followers). “Brands expect the community of that influencers work and take this as a job, not a favor or just take a cute picture”, he emphasizes. “As long as you stay in that basic dynamic, there will be no results for you or for the brand. So they look for each other influencers that are content generators, that work and that serve me to recommend my brand. It is aspired that the influencers put a brand in the public arena in a positive way”.
The communication strategist also highlights that it must be understood that influence is equivalent to having great responsibility. “No matter how old you are, if you want to be influencersYou have to know that we cannot have a massive platform or an active community without knowing that everything we say has responsibility for those people”, he points out. And, continuing with that level of commitment, you have to study and read about the operation of the algorithm and keep up to date with the trends in social networks, to finally choose the niche and specialty on which the content of your social network will revolve. “If we go out to talk about everything, people no longer believe us. But a influencers manages to differentiate itself from the rest for two reasons: because You know what your community wants and why you generate content produced and worked for that community. That is the moment when the influencers it begins to detach itself from all its competition”.
In addition warns about the risk of becoming a “influencers of smoke”that is, someone who quickly appears on social networks with fake followers and then, when it does not meet the expectations of the brands or campaigns of marketingit disappears. This and other problems, Gordon says, will be solved if work is done to professionalize the marketing of influence in the country, as well as in educating customers and digital users about the benefits What can this strategy bring if it is worked responsibly?
Source: Eluniverso
Paul is a talented author and journalist with a passion for entertainment and general news. He currently works as a writer at the 247 News Agency, where he has established herself as a respected voice in the industry.
