Ephraim Lebeloane03/10/2022
How far are you willing to go to gain followers? There’s a constant inclination on social media engagement and online activity – online digital media has indefinitely replaced traditional media. Brands and corporates are putting in a lot of money in online marketing collaborative brand partnerships and this has people desperate for followers.
Online viral video content creators and social media influencers are the go to for paid partnerships and advertising. Viral content has become a currency to this generation. The number of followers one has and things such as online presence are factors which play a key role in convergence and metrics such as pay per click (PPC), cost per click (CPC) and cost per view (CPV) determine how much money one could make. Social media influencers rely on clout to attract followers and they use these metrics to lure brand partnership deals and monetize.
The stakes are getting higher, social media is a billion dollar industry and its dominance is spreading at a rampant speed “Facebook CEO Mark Zuckerberg announced the company plans to pay out $1 billion through 2022 to users who create content for its Facebook and Instagram social networks. It’s one way the company hopes to attract influencers to create content for its platforms as it competes with other popular services, such as TikTok” (Salvador Rodriguez, CNBC, July 2021).
Controversy has become more appealing than telling compelling narratives, and this has got kids messed up. I could equate this to how gangster rap had black youths thinking guns and drugs are cool. It’s one and the same thing, the youth is willing to do anything to trend even if it means negatively exposing themselves to the world. Oh, and don’t get me started with social media self-proclaimed scholars who believe their opinions are set in stone. Everyone likes to believe their ideas to be omniscient and omnipotent – it seems as if everyone has Phd of some sort and they are experts and therefore have better acumen than everyone else. There’s no room for constructive open dialogues, things always get out of hand and messages get lost in translation.
Hyper sexualism, antagonism, controversy, hate speech, mockery and trolling have become a part of our lives via social media. Influencers are willing to break an arm and a leg for the sake of relevancy. Just think about the viral video of the young school pupil from Limpopo, Mbilwi secondary school who committed suicide after she was bullied and violated by another pupil on camera. Not only was she abused and violated, it happened in front of the world to see and her perpetrator was cheered by other pupils. What about the recent passing of South African legendary actor Patrick Shai who committed suicide after a social media escapade. The culture of trolling and the hyper sexualization of women is appealing to the masses.
A few weeks ago, a South African young lady posted a picture of her private parts on Twitter and the picture went viral. Unmistakably, her strategy worked, she gained more followers. OnlyFans has become an online brothel of some sort, with users selling nudes and adult explicit content. “OnlyFans is a social media content sharing platform with statistics showing that there are more than 170 million registered subscribers and over 1.5 million content creators around the world. Let’s take a look at some OnlyFans statistics that might surprise you” (Jason Wise, EarthWeb, February 15, 2022).
Often too many times what trends is vile content and sad enough it has become a normality.
I have a love and hate relationship with social media, I acknowledge how it has created a platform for content creators, businesses, marketers and people to connect with the world. Take for example how it has accelerated the growth of Amapiano as a new genre and thus setting it to the world in a short space. Or how entrepreneurs market their businesses and people get jobs via social media. A couple of celebrities also do buy school uniforms and groceries for the needy and giveaway bursaries and or education aid via social media. I love the positive and empowering aspect of social media, what I have a qualm with its negativity.
Bonginkosi Ntiwane
