The fashionable rise of Jordanian ‘influencers’
The Amman-based “influencer” is among a growing number of young Jordanians gaining publicity through social media by posting their entire lives to viewers, selecting certain shots to share with their communities or providing advice about places to go or things to do.
These young people are changing the rules of the media scene, not only in Jordan but all over the world.
The new frenzy of “posting, Instagramming, tweeting, liking and hash-tagging” has gained significant power. With 95 million photos and videos posted daily on Instagram, data from Influencer Marketing Hub 2017 Study indicate, it is no secret that such tools are used for marketing purposes, with little authenticity, value or knowledge.
It might be fair to say that most of the viral posts we interact with on a daily basis are staged. It is alarming to see an increasing number of young Jordanians who have started to model, admire and imitate what they see on their screens, unaware that most of the posts are actually paid, sponsored or tampered with.
It is doubtful that this means more engorged the accounts are, the more effective the persona has on changing followers’ beliefs from the core. However, it does affect their looks, purchasing behavior, use of language and consuming habits.