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The case of Auronplay and Biyín shows the responsibility that influencers have in this new digital age.
He influencer marketing redefines the user experience with brands, managing to be an intermediary for conversions.
Mexico had a 30 percent influence on purchasing decisions from brand ambassadors.
Influencers of the new digital age such as Auronplay and biyín have been exposed to the critical eye due to statements they made in 2013. At the moment, streamers have lost a large number of followers, but, in the case of brands, this type of Controversies can have a negative impact on your sales.
Auronplay and the recent controversy
On Saturday, Auronplay and Biyín were a trend on Twitter, due to statements they both made during 2012 and 2015. These statements on Twitter were violent and advocated sensitive issues such as rape, suicide and nacism.
That is why a large number of users, both on Twitter and on Twitch and other networks, began to lash out at the influencers, who soon apologized. Let’s remember that, in 2013, when Biyín was already over 20 years old, he used to share tweets in which he insulted various internet users from countries like Chile, Peru, Mexico and Argentina. On Auronplay’s part, his alleged harassment of other influencers’ accounts such as Mangel was made public, in addition to showing how his content, over the years, has been at the cost of making fun of other people.
However, the most serious accusation was in the case of Yeremi, a boy who disappeared 15 years ago and. When that happened, the two influencers allegedly used to bother and harass the mother, who is still looking for her son.
Thus, after having been a trend for three days, the influencers shared a video on their accounts where they apologized. Although certainly, many criticized Auronplay’s attitude, who assured that only the streamer’s followers deserved the explanation, but not the general public, assuring that tomorrow they would “go for Ibai” and forget everything. “I don’t care,” she said.
This was what Auronplay said after apologizing live:
“auron”:
For his recent live with @_biyin_ in which they addressed their recent controversy and apologized to their followers. pic.twitter.com/3M3TNZ0To5— Why is it a Trend? (@porktendencia) February 5, 2023
The responsibility of influencers in the new era
As part of the industry challenges, it has been difficult to understand the role of influencers in recent years. These have gone from being simple “mobile screen stars” to becoming a brand in themselves. Their involvement with one brand or another says a lot about them and the brand in question.
For example, we have the case of Piqué and Casio. The footballer had announced the brand live as an official sponsor of the Kings League, although shortly after the brand denied this. Casio could probably have taken advantage of the momentum of the mentions and organically joined Piqué, however, the company did not identify with the values and decided to deny what the ex-soccer player said.
And I know that, now more than ever, the opinion of an influencer is worth a lot to audiences, since the influencer marketing it has been settling down.
According to data from Influencer Marketing Hubunique brands have been established in the influencer marketingestimating a value of 13 thousand 800 million dollars. From 2015 to 2020, the number of agencies in this branch has increased more than nine times its original proportion, from 190 to 1,360.
In terms of sales, we have what was said by the Statista Global Consumer Survey, which indicates that between 2019 and 2022, Mexico has had an average of 30 percent influence during the purchase decision thanks to these content creators. In Brazil the figure extends to 44 percent.
In the case of Auronplay, although the brand has not had anything to do with his tweets, it can be seen in his Levi’s sweatshirt. In marketing matters, some could associate this behavior with their brand and, although it is not the particular case, generate a negative effect. That’s why it’s so necessary for brands to understand that while there are benefits to hiring an influencer or public figure, there’s also some potential criticism.
Another example was that of J-Balvin’s Jordan sneakers, who, after having a strong dispute with Residente, negatively influenced their collaboration and brand sales.
The responsibility of influencers in this industry is encrypted, in short, in the scope of their speech, since on countless occasions we have seen careers fall from above due to this fact. Although, it is true that we do not know how far the case of Auronplay and Biyín will go, but for now, it seems that many of their followers have withdrawn from consuming their content. On a large scale, who knows what could happen.
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