Social media marketing: discussing pros and cons
1
Think about these questions before reading. Share your ideas with a partner.
- To what extent do you trust recommendations from social media influencers compared to traditional advertisements or advice from friends?
- In what ways has social media marketing changed your own shopping habits or your awareness of new brands and products?
- From a consumer's perspective, what do you consider the biggest advantage and the biggest disadvantage of brands using influencers to promote their products?
2
Viral Marketing
Listen to the dialogue. Notice how the vocabulary and grammar from the lesson are used.
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Vocabulary
Vocabulary
These expressions will help you communicate more naturally about this topic.
Examples
To go viral — to become extremely popular on the internet in a very short time.
Usage note: This is often used to talk about a specific piece of content. For example, 'The influencer's video went viral overnight.'
Brand awareness — the extent to which consumers are familiar with a particular brand and its products.
Usage note: This is a common business collocation. Companies use social media to 'build', 'increase', or 'raise' brand awareness.
To fall for something — to be tricked into believing something that is not true, like a misleading advertisement or a scam.
Usage note: This is an informal phrasal verb. You might say, 'I can't believe I fell for that fake product review.'
Authentic engagement — genuine interaction (likes, comments, shares) between a brand or influencer and their audience.
Usage note: This term is used to distinguish real interest from fake followers or automated 'bots'. Marketers are always looking for authentic engagement.
To be swayed by — to be persuaded or influenced to believe or do something.
Usage note: This is a great alternative to 'be influenced by'. For example, 'It's easy to be swayed by a positive review, even if it's not genuine.'
4
Complete the sentences with words from the box. One word is extra.
Word bank
01The company's clever marketing video went overnight, reaching millions of viewers in just 24 hours.
02The main goal of the campaign was to increase brand among younger consumers who had never heard of their products.
03Even though I knew it was an ad, I was still by the influencer's positive review and ended up buying the product.
04Consumers are tired of overly polished ads; they respond better to content that feels and relatable.
05The post got a lot of likes, but the real measure of success was the high level of in the comments section.
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Grammar: The passive voice
Grammar
The passive voice is used when we want to focus on the action or the result, rather than the person or thing that performed it. In discussions about social media marketing, it's often used to describe how products are promoted, how campaigns are managed, and how audiences are affected.
Examples
Millions of users were reached by the viral marketing campaign.
Here, the focus is on the 'millions of users'. The campaign is the important result, not necessarily the company that ran it.
The new collection is being heavily promoted across Instagram and TikTok.
We use the passive because who is promoting it (the brand, the marketers) is obvious or less important than the fact that the promotion is happening.
It is believed that authenticity is valued most by consumers.
This is an impersonal passive structure, often used to report general opinions or beliefs without citing a specific source.
Key points
- Form the passive with the verb 'to be' + past participle (e.g., is created, was sent, has been seen).
- Use the passive when the person/thing doing the action is unknown, unimportant, or obvious.
- If you need to mention who performed the action, use 'by' (e.g., 'The strategy was developed by the marketing team').
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Spot the mistake
Read the sentences below about social media marketing.
Each sentence contains one error. Find and correct it.
01A new marketing campaign launched by the company last week and has already gone viral.
Corrected version
A new marketing campaign was launched by the company last week and has already gone viral.
02It's important for influencers to have authenticity engagement with their followers to build trust.
Corrected version
It's important for influencers to have authenticity authentic engagement with their followers to build trust.
03Many consumers are easily swayed of clever advertising and end up buying things they don't need.
Corrected version
Many consumers are easily swayed of by clever advertising and end up buying things they don't need.
04I can't believe I fell up that misleading ad for the 'miracle' skin cream.
Corrected version
I can't believe I fell up for that misleading ad for the 'miracle' skin cream.
05The influencer's post is shared thousands of times yesterday, which greatly increased brand awareness.
Corrected version
The influencer's post is was shared thousands of times yesterday, which greatly increased brand awareness.
06Companies spend a lot of money to rise brand awareness through social media campaigns.
Corrected version
Companies spend a lot of money to rise raise brand awareness through social media campaigns.
07The information provided by some influencers are not always reliable or fact-checked.
Corrected version
The information provided by some influencers are is not always reliable or fact-checked.
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Useful phrases: discussing a viral product or trend
Vocabulary
Imagine you're chatting with a friend or colleague about a product or trend that's suddenly everywhere online. Here are some natural phrases to share your opinion, whether you're curious, skeptical, or have already tried it.
Examples
I keep seeing [product/trend] everywhere online. — Use this to start the conversation.
Register: Informal/Neutral. A great, natural way to bring up a topic you've noticed on social media.
I wonder if it's actually worth the hype. — Expressing skepticism or questioning if something is as good as people say.
Register: Informal/Neutral. 'The hype' refers to the intense promotion and excitement surrounding something new.
I have to admit, I'm kind of tempted to give it a go. — Showing that you're interested in trying something.
Register: Informal. 'To give it a go' is a common, casual alternative to 'to try it'.
I know, right? Everyone seems to be raving about it. — Strongly agreeing with someone's positive opinion.
Register: Informal. 'To rave about something' means to praise it enthusiastically.
Honestly, I think it's a bit overrated. — Sharing a negative or less enthusiastic opinion politely.
Register: Informal/Neutral. 'Overrated' means it's considered better or more important than it really is.
It just goes to show you the power of good marketing. — Making a general conclusion about why the product is so popular.
Register: Neutral. A good phrase for reflecting on the bigger picture, connecting the trend back to marketing strategy.
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The influencer economy
Read the passage about the challenges and goals of modern online marketing.
Fill in each blank with the correct word or phrase from the word bank.
Word bank
In the competitive world of online marketing, the ultimate goal for many campaigns is to and reach millions of people overnight. This strategy is often seen as a shortcut to building , but it doesn't always lead to genuine customer loyalty. Consumers are becoming more discerning; they are less likely to a flashy advertisement without doing their own research. What they truly value is , which can't be faked with bots or paid comments. Ultimately, while it's easy to a clever marketing campaign, long-term success is built on trust, not just trends.
9
The rise of the de-influencer
Read the passage below, then answer the comprehension questions.
A new trend has emerged across social media platforms: 'de-influencing'. Instead of being paid to promote products, creators are now telling their followers what not to buy. These brutally honest reviews often go viral, as viewers seek out what they believe is more genuine advice. The stated goal is to build authentic engagement by helping people avoid wasting money on overhyped items. Creators claim they are stopping their audiences from falling for clever marketing tactics. However, some critics argue that this is just another form of influence. A viewer can be swayed by a negative opinion just as easily as a positive one. Ultimately, whether a product is being praised or criticized, significant brand awareness is still being generated, proving that in the world of social media, all attention can be valuable.
01What is the main goal of a 'de-influencing' video, according to the text?
Sample answerThe main goal is to tell followers what products not to buy and to help them avoid wasting money on overhyped items.
02Why do these types of videos often go viral?
Sample answerThey often go viral because viewers are looking for more genuine or honest advice.
03What is the critics' main argument against de-influencing?
Sample answerCritics argue that it is just another form of influence, as people can be swayed by negative opinions just as easily as positive ones.
04What does the author imply about the effect of de-influencing on brands?
Sample answerThe author implies that even negative attention can be beneficial for brands because it still generates brand awareness.
10
Discuss these questions with a partner. Try to use vocabulary from the lesson.
- Some argue that influencer marketing is inherently deceptive because the line between genuine recommendation and paid advertisement is often blurred. To what extent do you agree? Should there be stricter regulations in your country, or is it the consumer's responsibility not to fall for misleading promotions?
- Imagine you are launching a new product. Would you prioritize a campaign designed to go viral with a major celebrity, or focus on building long-term brand awareness through smaller influencers known for their authentic engagement? Justify your choice.
- Think about a time you were almost swayed by an online trend or influencer. What makes this type of marketing so persuasive, and what strategies can people use to think more critically about the products being promoted to them online?