With the coming of Social Media, almost everything we knew became linked to marketing or digital marketing. No one can escape the necessary checkpoint of raising HYPE when launching any of their product. All of us are, in a way or the other, affected by this phenomenon, so it makes sense that we talk about it. Now, we are not entirely a philosophical channel so I am going to talk about the effect of Hype building and invasive marketing in terms of Motorcycles only. Click any article online and before the actual written piece pops up there is an advertisement waiting for you. It pops up in different places, sometimes even in the middle of the text that you’re reading. Such invasive advertisements are usually about an upcoming launch or a recent achievement that a certain product was able to get. Although the invasive aspect of the advertisement is bad the overall benefit of it is crucial, to a free internet. The creator is able to deliver his content without charging any fees, as a result, a larger audience is able to benefit from that particular piece of information.
In the Space of Motorcycle advertisements, the same piece of the tool which is meant to benefit the user with enriching information can often time misguide him. The advertisement has two characters to it, first one is the business side, which means that you have to gather as large of an audience as soon as possible. The other character is of a Creative/usefulness side, which means that you genuinely believe that your product can help people’s lives better, in case of motorcycles, their commutes better.
Around the time of a motorcycle launch, the business side overwhelms the other side, making the product harder to be looked at as a genuine result of hard work. One begins to wonder if the product is so good, why does it need to be advertised so much. In the case of the motorcycle industry, it’s media houses like us, which are tasked with reporting the news of a bike. Since there are a decent amount of us out there, in an ultimate chase of “Who gets the most Digital-traffic”, we sometimes tend to lose the track of things.
I am not saying that BikesMedia is somehow immune to this process, I mean that’s what keeping foods on our table, but the path which we chose for getting traffic is quite different. We don’t believe in riding the waves and handing out reviews right when the bike comes out. That’s why our reviews are super late to the scene. Most of the times we just write about our thoughts as a rider, because we believe that there are more things to being a motorcycle journalist than just handing out reviews. It’s a whole different lifestyle. Issues like cop brutality, bad drivers, loose traffic regulations, cheating companies and media houses, these are the things which we also like to bring to the table.
So the short answer to the above question, do we believe in Hype? It’d be yes, we do, but that’s not the only thing we believe in. It’s always hard for us to promise lighting quick reviews but I promise to tell nothing but the truth in them, always.
It has been almost a year since I joined BikesMedia and this was my way of saying to all of you that thank you for all the support which you have shown to our channel. I promise we will keep working hard to bring you "Everything About Two-wheelers".
By: Yetnesh Dubey