The Full Story

About Emma Chamberlain

Emma Chamberlain is a life style social media influencer who makes relatable content on Youtube and Instagram. She has over 10 million followers on both platforms. She has had sponsorships with brands like Louis Vuitton, Pacsun, and other fashion and beauty companies; however, over the past few years she has received backlash from her fanbase because of her conflicting partnership with the skincare brand, Bliss. Having already been taking acne medicine, the sponsored content with Bliss seemed to lack authenticity and relatability.

Building Relations

Emma claims that Bliss has helped clear her skin. Chamberlain has told her fans how she has struggled with her acne and many of her followers empathized with her, for they also have felt insecure about their skin. The feeling of having someone who has a large social influence relate to you helps remove any feelings of loneliness or anxiety. Within her Youtube channel, there is sense of community support for those who need to chat with someone about their skin care struggles. Her language and tone in her posts are very informative, and carry her friendly and trusting tone to her followers who will then buy her sponsored products.

Chamberlain is a social media influencer and as Li Chen, an assistant professor of Suffolks marketing department, pointed out in an interview social media influencers are a lot more relatable than celebrities which makes them seem more like a reliable friend. Professor Chen mentioned how media consumers know that relationship too, they aspect a more real “review” of a product from an influencer rather than a celebrity because consumers are aware that celebrities are chosen for brand deals just for publicity, celebs don't have to love the product. However, with influencers, because we relate to them and feel a friendship with them. We expect that they would promote a brand that works. She has a lot of followers who trusted her, and skincare brands like Bliss noticed and asked Chamberlain to promote their product. Bliss used Chamberlain’s situated ethos, as a blogger who's following related to her skin problems for a marketing scheme.

"My skin is very happy. @bliss clear genius line helps keep my pores clean n stuff. Y’all know ive loved this stuff for months this is no surprise #thisisbliss #blisspartner" Emma Chamberlain

Hyram's Instagram feed is filled with selfies, so at first glance of this post his followers might think this is just that, a selfie, but as you swipe you realize that it's an ad for Zitsticka, a popular skin care brand.

More Lifestyle Creators

Skincare by Hyram is another example of an influencer who has used their relationship with their followers to promote a product. His “fame” started when he dueting regular people on TikTok with skincare advice, gave him the mentoring caring pathos, so when all kinds of people started relying on him for skincare advice, to TikTok stars to just normal people, skincare brands like Zit Stick started to notice.

Picture Credits: Instagram- emmachamberlain, Instagram- skincarebyhyram, Nylon.com, Racked.com