Social Media & The Old College Try

The New York Times: “As students return to campuses, they’re constantly checking their Instagram, Snapchat and other social media accounts — so companies are turning to many of them to promote products right alongside photos of family, friends and the new puppy. For busy students, it is an easy, low-pressure way to make extra money or get free products. For marketers, it is a simple way to reach young people — a supplement to their other social media efforts, including hiring full-time promoters.”

“Though there are no comprehensive data for how many college students promote brands online, interviews with university officials, marketing consultants, brand representatives and students make it clear that the social media platform is big business on campus. Many of the deals are for Instagram posts, but some brands also have students posting on other services, like Twitter and Facebook.”

“On the Victoria’s Secret website, you can search for the names of its representatives at 100 campuses, in schools from Columbia University to Grand Valley State University. At Virginia Tech, as many as 1,000 of the 30,000 undergrads are being paid to promote products as varied as mascara and storage bins … Under Federal Trade Commission rules, people using their personal social media accounts to advertise products are supposed to disclose on their accounts the brands they represent … But these guidelines are often ignored. In April 2017, the trade commission sent more than 90 letters to influencers and brands reminding them of the guidelines.”

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