Oil companies like BP, Chevron and Shell are paying social media influencers
Oil corporations are compensating social media influencers to endorse fossil fuels to the younger generation. A study conducted by the news agency AFP revealed that popular young celebrities, renowned for sharing content related to gaming, pets, and vacations, are surprisingly endorsing gas stations, fuel rewards, and loyalty programs.
Oil Moves Up On Supply Fears, China's Outlook; Brent At $84
The study discovered instances where renowned oil corporations such as BP, Chevron, ExxonMobil, Shell, and TotalEnergies compensate individuals to endorse fossil fuel items in India, Mexico, South Africa, and the United States through social media platforms including Instagram, Tik Tok, and Twitch.
A recent probe conducted by the news platform DeSmog discovered over 100 individuals who were compensated to endorse oil and gas corporations. This list even includes unexpected names like a Filipino grandmother who typically shares content about her family.
Why Do Oil Firms Pay Influencers?
The blog post mentioned that analysts have observed how companies are focusing their efforts on attracting young individuals through social media platforms. Their objective is to boost the profits generated from oil and gas enterprises, as many nations are currently searching for cleaner options to traditional fossil fuels with the aim of reducing global warming.
Melissa Aronczyk, a communication and information professor at Rutgers University, clarified the reason for these promotions by stating that numerous youth are conscious of the pressing climate crisis and harbor unfavorable opinions towards fossil fuel corporations. To counter this, these companies are now striving to establish a favorable image and connection with these particular audiences, which can be termed as 'social capital' building.
ExxonMobil representative Lauren Kight informed AFP that ExxonMobil, similar to several other corporations, collaborates with influencers to enlighten customers regarding the complete advantages of our fuel rewards initiative.
Additionally, a representative from Shell, who chose to remain anonymous, mentioned that the company employed advertising and social media to raise awareness about its environmentally-friendly products, but did not provide any specific instances.
Stay informed about the latest happenings in the world of technology by following Live Mint. Enhance your knowledge by downloading The Mint News App, which offers daily updates on market trends and live news from the business world.
Last updated: August 30th, 2023, at 12:39 PM Indian Standard Time.
