TikTok is surpassing rival platforms in terms of influencer marketing, but a new report argues that some brand sponsors may not have clean intentions. DeSmong, an activist website that reports on climate change, called out the creators who have launched influencer marketing campaigns alongside “big oil” firms like Shell, BP, and Conoco.
According to the DeSmog report, more than 100 influencers around the world have promoted oil and gas giants on their channels. Those campaigns have reached billions of viewers. The creators on that list include Brooke Schuern, Lizzy from Lizzy’s Nail Art, and “granfluencer” Nora Capistrano Sangalang. For her partnership with Shell, Sangalang praised the brand’s fuel rewards program. “Low key this program sounds lit,” she said.
@ourfilipinograndma You can’t spell ‘loyalty’ without ‘LOLA’ 🤝👵🏽 #ShellPartner (‘Lola’ is ‘grandma’ in Tagalog, the national language of the Philippines 🇵🇭) Shell is partnering with your favorite Internet Grandma to help give back to its loyal customers for Fuel Rewards 10YR anniversary. How? The best way we know how… by putting more money in your pockets 😏 #iykyk Why AREN’T you saving gas money on purchases you ALREADY make?? 🤦♀️ LlNK lN BlO TO START SAVING ⛽️💰 TODAY!! 🔗✨ #S#ShellStationsUSF#FuelRewardsF#FuelRewards10YRr#rewardsprogramr#rewardsprogramsg#gasmoneyg#gaspricess#savingmoneys#savemoneyo#ourfilipinograndmag#granfluencert#tiktokgrandmai#internetgrandmaf#funnygrandmat#tiktokgrandmasi#internetgrandmasf#funnygrandmasg#granfluencersM#MamaAndJeffrey ♬ Funny lazy donkey (hilarious song)(937200) – LEOPARD
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DeSmog characterizes these campaigns as integral components of big oil strategies that attempt to rehabilitate the industry’s image among Gen Z and Millennial consumers. “They are trying to win the trust of a younger generation,” DeSmog U.K. Deputy Editor Sam Bright told The Washington Post.”They’re not just promoting a particular product, but trying to alter their perception in the public eye and maintain their social license.”
A Shell spokesperson told DeSmog that the brand’s influencer campaigns are attempts to demonstrate a commitment to climate action. “People are well aware that Shell produces the oil and gas they depend on today,” the spokesperson said. “However, what many don’t know is that we are also investing billions of dollars in low- and zero-carbon solutions globally as part of our efforts to support the energy transition.”
DeSmog contested that claim by pointing to flaws in the carbon credit programs utilized by Shell and other similar companies. To the environmentalist firm, big oil’s social media activity constitutes “greenwashing.” The influencers who have partnered with those brands may disagree, but there are plenty of feisty commenters who are willing to tell them off.
