When using Tiktok, Instagram or YouTube, it is more likely than not to see a product being promoted by an influencer followed by the words “link in bio.” When following the link to see where the product is from, it will often be directed to a Link Tree or an Amazon StoreFront. 

Oftentimes, consumers believe that influencers are much more authentic than commercials or other kinds of promotions when recommending products. This is because the influencer is a real person, someone they trust and enjoy content from. With the new marketing wave of affiliate marketing, though, influencers may be less authentic than people think. 

Affiliate marketing does not just involve influencers. Everyday people also partake in this kind of marketing, “Color Street ” nails are a common example of this. This kind of marketing is essentially the idea that an affiliate will make a commission off of products they sell and market. It’s not all bad, as it is often applauded as a way for average people to make passive income. 

Of course, affiliate marketing is not necessarily new news, but the idea of affiliate marketing being so accessible and easy is. Amazon Storefronts, especially, have encouraged affiliate marketing on the internet. It is not uncommon to see entire TikTok pages dedicated to only promoting Amazon products in order to make a commission. Sometimes when influencers are promoting products, they won’t explicitly say that what they are promoting, they are profiting from. This can lead to a disconnect between products influencers enjoy compared to products they are promoting only to make money from. This kind of advertisement creates a divide between the consumer and the influencer, as consumers are beginning to feel influencers are not as trustworthy as they used to be. 

In the early ages of the internet, influencers were people who simply enjoyed making content, whether that be documenting their lives, making other people laugh or sharing their talents. If people did have a hidden purpose of fame and money, that success would not come from the internet alone, but rather from other industries such as acting or singing. This new way of sponsorships and affiliates was rare to see in the 2000s, so people on the internet were making next to nothing. This was a time when content creators felt much more relatable and honest. They had nothing to gain by lying or promoting questionable products to their audiences. 

In the present day, people are being exposed to more products than ever before. Over-consumerism is a result of these new marketing tactics. Because when people that consumers trust continuously push out new products and trends, consumers feel the pressure to buy them more than they would by watching a commercial or ad. 

It is important that consumers be more weary about what products they are buying. Just because someone enjoys an influencer’s content, does not mean that the influencer is trustworthy in the promotion of a product. It is crucial that consumers do not fall for these new waves, as they can be extremely wasteful and costly. 

Overall, consumers should do their research on products before they buy them. They should understand the process of affiliate marketing and sponsorships and that influencers can be just as biased as actors in a commercial.