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In a recent review, P3 News showed that influencers can play a key role in this year's elections. By claiming to be a public relations agency, you contacted several influencers, about offers of opinions circulated against payment. The review shows that many are interested.
This year, about 390,000 people will vote for the first time, and most people use the Internet as their source of information. The Internet Foundation has already stated that it is the first online choice of Sweden.
A Youth Barometer survey shows that Instagram is the platform that young people consider to have the most interesting content.
– This can come from the major successes of fashion, which are often built using influencers, which affect what people wear. We can influence political events, we know, according to Metoo, which started with two Instagram posts from Cissi Wallin and Lulu Carter – both political and commercial, says expert in digitization Gustav Martner in the program.
The Youth Barometer asked young people if they changed their minds because an influencer suggested or recommended it. Eight percent of the survey responded that they had done it, which corresponds to 93,000 people.
Promotion of opinions is nothing that needs to be supplemented by information about sponsored content or collaboration. This can be done discreetly because the dissemination of opinions is protected by the Freedom of the Press Regulation and the Freedom of Expression Act, rather than by the Marketing Act.
– We have the freedom of expression that we are bound not to limit. Therefore, it is permissible to buy people's opinions, "explains Gustav Martner.
P3 created the fictional agency Como PR to see if it was possible to buy influencers' views on Instagram. By submitting a proposal for 50 influencers, at one point they applied for five main hashtags and selected the top 10 Swedish profiles with between 10,000 and 30,000 subscribers as posted messages.
For the flu, the established agency wrote that they were working with a number of exciting organizations that would affect the exchange rate.
The premise was that the flu group would talk about three insta stories in exchange for 15,000 crowns per story. Influencer, in turn, did not say that it was a cooperation.
A total of 31 out of 50 responded. Eight thanks no, but 15 were interested. Three would go straight ahead, four for the opinion and the rest wanted more information.
– This shows that you can buy opinions for money. The fact that no one needs to talk to you about cooperation makes it extremely dangerous for democracy and this will only be a bigger problem, as more and more influencers appear, says one of the influenced influences that refused the offer. draw statistical conclusions, but at the same time show that influencers can be used to influence the fall of the fall.
– I think people know influencers and what's happening on social media affects us, but not how much discussion, says Gustav Martner.
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