Scrolling through the Instagram feed next time, try to calculate how many times you thought “I want such a dress!”, “I want the same car!”, “I want the same book!”. The list goes on and on, but the main thing is that this social network actually makes us spend more!
Instagram paradigm
Psychotherapists already describe this phenomenon as "I exist if I buy new things." The new Instagram paradigm is "there is only what I photographed." Indeed, most Instagram users catch themselves thinking that they want to visit an interesting place, only to take pictures there! “We live in a world where people value material values, and not what makes them truly happy, ” psychologists describe our reality.
A recent study found that 77% of young people make purchases that are subsequently displayed on Instagram, including food, clothing, and travel packages. In order to post a new post that would “hook” subscribers, Instagram bloggers (both top and newcomers) are willing to spend twice as much!
The secret of popularity
Another explanation for the fact that young people become real spenders, their age. In youth, how you look and what others think of you plays a significant role. Moreover, the youth of the 21st century are visual-centric, for them a beautiful picture is important, but not the internal content. This has always been the case, but in the 21st century the number of celebrities has increased, who become super popular due to their image, and not talent. This idea is very clearly conveyed by adolescents who are sure that good self-presentation is the key to popularity and recognition.
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Influencers
A huge role is played by the so-called influencers - people who have a powerful effect on their audience. Bloggers - they are also "leaders of public opinion" - receive money for advertising and competently "process" their audience. Advertising on the blog of your favorite artist or artist does not look like a call to action, it is rather perceived as friendly advice. Therefore, Instagram pushes young people to extra spending. Marketers allocate huge funds for cooperation with influencers, who effectively sell products in various fields - beauty, motherhood, sports. Therefore, thematic science blogs have fewer subscribers.
