by By: Gabby McGillis
As an avid social media user and shopper, some of my favorite TikTok or Instagram Reels content consists of micro and major influencers displaying new items they have received in the mail, typically in the form of a “haul”. I enjoy seeing new makeup or clothing videos from my favorite users around my same age so that I can keep up with trends and understand what is relevant in the fashion and beauty world.
However, I am ashamed to admit that sometimes I think to myself about how I wish I could buy all the things that they have. What happens when receiving an abundance of free products and gifts becomes so normalized by influencers?
The big question is: where do we draw the line between influencers showcasing items to viewers so that they can keep up with trends versus being so unrealistic that audiences start to believe they should be living this exact same lifestyle? While there isn’t anything inherently wrong with influencers receiving gifts from brands, especially if they are promoting smaller businesses, this type of content makes me wonder how audiences are interpreting this type of overconsumption and how it is affecting consumer behaviors.
According to a study on consumer perceptions of influencer gifting written by Psychology and Marketing and published by Wiley Online Library, although the term “influencer gifting” is used heavily in practice, this is not a fully established marketing tactic or defined in marketing research. Unlike business or corporate gifts, influencer gifts have a key third player: followers. In many cases, elaborate gifts can have negative effects on influencer trustworthiness and can undermine the influencer’s credibility. This is likely caused because followers feel that they cannot relate to an influencer when they are receiving and using an abundance of items that they themselves cannot purchase.
When thinking about lost sense of reality among popular influencers one video that comes to mind is a “Christmas Stocking Haul” from the user @kendallmaynard25. This video includes items such as Lululemon accessories, perfumes, an Owala water bottle, Charlotte Tilbury makeup products, jewelry from Pandora, and more. In the comment section on the post, viewers noted how what Kenny received in her stocking was more than what they received for all of Christmas. Kenny is about 21 years-old and has about 2.3 million followers on TikTok; she is incredibly influential among young adult females. This video she shared is demonstrative of how many influencers have lost sense of reality in terms of consumption of materialistic items. Not only is this shown through influencer gifting, but also through influencers showcasing what they receive on a regular basis in their lives. This type of content can have strong impacts on audiences in two main ways; 1) causing influencers to lose credibility as explained by Wiley Library’s Psychology and Marketing article, and 2) causing viewers to feel as though they are doing something wrong in their life by not having as many items or experiences as influencers who live this abnormal lifestyle.
Another key concept to consider is how this lack of reality and overconsumption from influencers leads to environmental impacts. According to Washington State University, “Influencers can impact their followers by promoting certain behaviors… “If influencers neglect environmental sustainability considerations in their unboxing videos, consumers won’t see it as a priority.
While influencer gifting and hauls are not always negative, excessive consumption can create unrealistic expectations for younger audiences. When influencers normalize receiving an abundance of products or items, consumers may believe that this type of lavish lifestyle is something they should strive for, regardless of how unrealistic it is.
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My Linkedin | gabby.mcgillis7@gmail.com
