Exploitative Marketing Tactics

Exploitative Content :

Social media companies can sometimes inadvertently facilitate the sharing of exploitative content due to the vast amount of user-generated content they host

One recent example of exploitative marketing tactics involves the use of fear-based messaging by some companies during the COVID-19 pandemic. Some businesses capitalized on people's fears and uncertainties by promoting products or services as essential for protection against the virus, even if the effectiveness of those products was questionable or unproven.

For instance, there were reports of companies marketing unapproved or counterfeit medical supplies, such as face masks or hand sanitizers, as essential for preventing the spread of COVID-19. These products were often sold at inflated prices, exploiting consumers' anxieties about their health and safety during the pandemic.

Another example is the artificial scarcity created by certain retailers during promotional events like Black Friday or Cyber Monday. Some companies deliberately limit the availability of discounted items or create artificial shortages to create a sense of urgency and pressure consumers into making impulsive purchases.Additionally, some companies use fear-based marketing tactics to promote products or services by exaggerating the potential risks or consequences of not purchasing them. This can include fear-mongering advertisements that highlight worst-case scenarios or play on people's insecurities to drive sales.

One more example of companies using exploitative content for marketing through social media involves the promotion of unhealthy beauty standards. Some beauty and cosmetic companies have been criticized for sharing heavily edited or digitally manipulated images of models and influencers on social media platforms, presenting an unrealistic and unattainable standard of beauty.These companies often use filters, photoshop, and other editing techniques to alter the appearance of their models, making them appear thinner, smoother, and more flawless than they actually are. By promoting these idealized images as aspirational standards of beauty, companies contribute to body image issues, low self-esteem, and unrealistic beauty expectations among their target audience.

Conclusion :

As consumers become increasingly aware of these exploitative practices, there has been growing backlash against companies that perpetuate unrealistic beauty standards and promote unhealthy products or behaviors through social media marketing. This underscores the importance of ethical considerations and responsible advertising practices in the digital age.It's essential for companies to recognize the potential harm caused by sharing exploitative content for marketing purposes and to prioritize ethical considerations in their advertising strategies. Responsible marketing practices should prioritize transparency, authenticity, and respect for consumers' well-being and dignity.

-Srushti Patil (511)