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The #BestandWorst #Celebrity Endorsements on #Instagram

In light of the well-publicised 'confession' of one Australian Instagram model, Essena O'Neill, that detailed 'the truth' behind those sponsored posts, we here at Social Songbird have been looking at the best and worst of celebrity endorsements on Instagram.

Research by Zefr looked at the most-followed celebrities on Instagram and the brands they promote. Their findings concluded that the top three influencers and engagers are as follows:-

1.4m engagement
Brands endorsed: Pantene, Adidas, Apple, Nicole/OPI

A photo posted by Selena Gomez (@selenagomez) on

1.2M engagement
Brands endorsed: Covergirl, Diet Coke, Keds, Target, LEI Jeans

1.3M engagement
Brands endorsed: Balmain Paris, H&M, Gillette, Forever21, Givenchy, Estee Lauder, Versace, Topshop, 

A photo posted by Kendall Jenner (@kendalljenner) on

Engagement is calculated and defined by the number of 'likes' and 'shares' a typical post by the influencer receives in its initial 90 days. Social media users love to see what brands their favourite celebrities are using in order to emulate their life and style, and this then makes them an incredible online marketing tool on social media sites. This means that brands can reach target relevant and interested parties on a large scale with minimal effort. A lot of the products these celebrities endorse correlate with the narcissistic nature of Instagram and the aesthetic ideal that these celebrities strive to maintain: detox teas, teeth whitening kits and waist trainers to name but a few. Some posts are upfront and honest that they're sponsored, with the hashtags '#ad' or '#spon' featuring.

Whilst a lot endorsements may seem contrived or fake, there are a lot of social media influencers out there who only align themselves with brands they genuinely like or use themselves. It may seem hard to believe amongst the cynicism, but some celebrities do just share products with their followers just because they love them. Not often, but the concept does it exist. However it is often difficult to distinguish between the real and superficial, unless you make a blunder like Caggie Dunlop, who posted a pic to Instagram advertising a HTC phone, and yet was papped hours later using an iPhone. Over-egged posts with promotional hashtags, obvious product placement and mock enthusiasm are all a dead give-away for brazenly sponsored photos.

It seems everyone has an opinion about O'Neill's outburst a few days ago, with other social media influencers countering her claims that social media is fake, and that rather it is the way she and others exploit it to their own gain that is superficial. In a morally-idealistic world, sure, we would hope that sponsored posts would be upfront and honest about what they really are. But the reality is, if they can get away with being implicit, why wouldn't they. Let's blame capitalism, shall we? Or Obama. Let's blame Obama.

SMF rookie, fresh out of academia, looking forward to more creative ventures. With a love of current affairs, green tea and an ever insatiable wanderlust, Katie is ready to have her voice heard. Follow her @KatieAtSMF

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The #BestandWorst #Celebrity Endorsements on #Instagram Reviewed by Unknown on Sunday, November 08, 2015 Rating: 5

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