I remember when I was in high school, I would base my wardrobe on my friends and other students around me and I would get the video games that my friends said were “The best game ever!” When Kanye West wore those window blinds glasses, everyone had to get them (well at least I did..). And how did Member’s Only jackets become popular in the 80s? Or Jennifer Aniston’s hairstyle on Friends? For the most part they were self promoted by your peers. Ellen P. Goodman’s reading “Peer Promotions and False Advertising Law” uses the term “peer promotion”. Peer promotion is basically the advertising of commercial products by the consumer. How often does a friend upload a photo of the new Halo or Call of Duty on Twitter or Facebook the first day of their release? How often do you see a status update on Facebook about the thoughts of one of the new movies that came out? If you think about it, it is amazing what “tremendous communicative power that individuals can wield through digital networks and the impact of this power on industrial economies.”, as Goodman says in the reading.
All the “peer generated” material posted on blog sites like Blogger or WordPress, and video sites like YouTube or Vimeo, are some of the strongest forms of advertising. These sites were made for the people, so the people can create the content. We read and watch what our own peers create. People have more trust in their peers’ “non-commercial” speech than the actual producer of the product. This proposes the question, is the consumer the best advertiser? Do your peers advertise the product better than the company?
I believe the consumer is the best advertisers. As stated before, social media has become the main proponent for consumer advertising and non-commercial speech. The article “Social Media and the Power of Peer Influence” says that 70% of consumer’s buying decisions are influenced by suggestions from a friend or family member online. For the most part, on Facebook. One of the earliest examples of great consumer advertising through social media is one we looked at in class, the Diet Coke and Mentos video. Due to that video, the sales of Mentos increased tremendously. Mentos did not have to spend a dime. A more recent example is the Doritos commercial campaign. People could submit their own created Doritos commercials and the winner would have their commercial played during the Super Bowl. This is peer promotion because Doritos did not spend any money on the commercials. The consumers created the commercial, which made you go buy Doritos, and you may even watch the other submitted commercials on YouTube. More free advertising for Doritos.
The Goodman article says that Advertising Agency magazine, in 2006, named the consumer “agency of the year”. This is even truer today as social media continues to grow. More and more people are posting their opinions on blogs, creating wikis, and making YouTube videos and even more are listening. We trust each other more than we trust the company pushing the product. Some companies do not even have to engage in social media very much because of peer promotion. So, how are you going to base your next purchase? On what the advertiser says or on what the consumer says?