Joonas Pesonen, who is a social influencer and previously worked in Yle’s program production, questions the setting of the new Sointu Borg ja tyrkyt season.
According to Joonas Pesonen, there is currently a worrying situation in the field of influencer marketing, as companies’ marketing budgets have been cut. Miia Sirén
Chord Borg and Turks The contestants for the second season of the show were released today. The premise of the upcoming season has attracted criticism.
This time, in the program, eight people already working as social media influencers are competing for a management contract. The program announcement explains, among other things, how the competition among experienced professional influencers is even tougher and the requirements tougher.
The setting of the recent season was criticized by, for example, a social media influencer, a sex therapist and First date at the altar Joonas Pesonen, known as an expert. On his Instagram account, he questions how the personal brand and visibility of already well-known influencers are brought to the fore in Yle’s series.
– I think it’s quite strange that Yleisradio uses tax funds to pay for the business development of eight commercial operators and entrepreneurs and then to grow their business. The series gives those entrepreneurs incredible visibility, Pesonen is amazed in his Instagram stories.
Instagram stories are available for viewing 24 hours after their publication.
– This puts all the rest of us working in the same field in a somewhat awkward position, wondering why my activities are not financed with tax funds, he reflects.
He emphasizes that the criticism is not aimed at the program itself, but at its publisher and subscriber, ie Yleisradio.
– This is a program from the commercial side one hundred percent. I still understood the first season, but here the role of commercial actors is emphasized. This is a completely cheeky idea.
Pesonen himself has worked on Yle’s content. He talks about his experiences Docventuresin the production of the series.
He says that the program had to follow exact regulations, for example, whether company logos could be shown. For example, the logos of various drinks have been taped or otherwise hidden in order not to advertise certain products on Yle.
Mightily in the ethical guidelines for program activities and content, it is mentioned, among other things, that Yle does not agree to act as a tool for advertising or marketing communications. The contents published by Yle may not contain advertising or marketing communications.
Joonas Pesonen praises Sointu Borg’s role in the program Sointu Borg ja tyrkyt. Pesonen says that the format of the program is functional. Elle Laitila
Whereas, for example, the logo or other visual appearance of food products are part of their brand, the people who do influencer marketing on social media are themselves the “selling product” and brand of their company.
– Now we have an entire TV program made around eight commercial operators so that they can advertise their own services and products. I think this is really strange, says Pesonen.
Among other things, Pesonen compares the series A Finnish recipe for success -program, which searches for new food innovations and the visibility brought by the program is useful in the marketing of foodstuffs.
– It would not even be heard that Yleisradio would produce A Finnish recipe for success program, Pesonen reflects.
– I don’t understand how these two formats differ in the final games.
He commented that the program format itself is interesting and connected to the current phenomenon, i.e. the work of social media influencers. The program shows its viewers what kind of things are involved in the influencer’s work.
On Yle Areena’s Instagram account, the stars of the new season have mostly attracted enthusiastic comments, but there is also a lot of similar criticism.
– Such programs belong to other channels and cannot be paid for with tax funds! one writes.
