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The traditional marketing influencer, typically a model paid by a brand to promote its products, is waning. The regulator is getting tougher on marketing influencers who do not label such posts as advertising. Their audience of younger people is increasingly sceptical of endorsement purely for money or product, however, they also believe that influencers have a strong impact on their behaviours and decisions. Gen Z enjoys using social media and online news for up to six hours a day, whereas other generations most enjoy podcasts and online news for up to three hours a day (see recent research by Vuelio).

Against that backdrop, social media has seen the rise of PR influencers. These are primarily younger people telling their stories in an authentic way. Young Ukrainian journalists on TikTok talking about the Russian invasion of their country. Now we have young Gazans using short videos on Instagram to tell the story of what they are seeing and experiencing. For example, Motaz Azaiza has 15.8 million Instagram followers. I am hearing a phrase that I haven’t heard for about 20 years: citizen journalism. As international media is blocked from Gaza, local young people are taking on the role of reporting. From their perspective. In English. To change the attitudes, opinions and feelings of people across the world, using the medium of short video. Isn’t that the core of what PR is about?

[Image: Unsplash]