Influencers just have too much fun.
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Bearing a grudge against people who enjoy their jobs is a very British trait. Just look at the way we talk about professional footballers. They earn a great deal of money and so a degree of envy is understandable; yet considering the entertainment they provide, they seem to get it in the neck a good deal more than other high earners (ones probably more deserving of opprobrium).
Last week, the plight of an another maligned group — Instagram ‘influencers’ — made the news. “Influencers’ glossy lifestyles lose their shine”, reported the BBC. The story was received with a mixture of schadenfreude and undisguised glee. “Hahaha time for social media ‘influencers’ to get a real fucking job like the rest of us,” read one not atypical tweet.
These influencers have gained enormous sway over the past years. Their greatest asset is a large social media following, which they use to promote certain products and get paid for doing so. It’s a similar sort of thing to sports stars being paid to wear a certain pair of boots or use a certain bat. But with Covid-19 hobbling many ‘lifestyle’ companies and international travel coming to a standstill, content sponsorship is drying up and marketing budgets are dwindling. And so the sun is setting on the influencer grift and everyone — everyone who isn’t an influencer, that is – is ecstatic.
My own feelings towards influencers are mixed. It’s true, the superficiality of Instagram culture can be wearing. The platform presents people as having perfect lives while the personalities that dominate it thirst for round-the-clock validation and elevate the moral value of ostentatious wealth. Men with chiselled bodies lounge around infinity pools surrounded by a bevy of young and gorgeous women. It purports to be aspirational yet it is a filtered and photoshopped world that is unattainable to the majority of people.
And yet I cannot bring myself to celebrate thousands of (predominantly young) influencers losing their incomes almost overnight. All the jeering last week that they should ‘get a proper job’ doesn’t exactly feel like it comes from a wholesome place. And what is a ‘real job’, anyway? Must it be poorly paid and gruelling? I’m temperamentally inclined to admire those who’ve worked out a way to get paid for travelling around the world looking good.
Indeed, there is an attitude in this country that, as David Graeber wrote in his 2017 book Bullshit Jobs, “If you’re not destroying your mind and body via paid work, you’re not living right.” Get a real job is code for: get a job that makes you as miserable as I am. It’s a bit like the annoying auntie whose own marriage is the worst possible advert for the convention yet who constantly implores you to get married.
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SubscribeThe entire modern model of seeking out a job you love, rather than one that makes a proper contribution, is flawed. It seems very healthy to me to decry influencers and footballers. i don’t want to be unkind, but they are basically parasites, aren’t they? Good for them for making money from a hobby, but it is not real work… we should get back to valuing those who make a real contribution, like nurses and teachers, not to mention plumbers, masons and electricians, so we do not have to import them all from other countries with a better sense of basic value
really?
i’m tempermentally disinclined to admire people who’ve worked out a way of excessively profiting from others’ ignorance.
i’m sure that pyramid scheme profiteers are fairly happy in thier work too, it doesn’t stop me from begrudging them thier practices.
by all means strive to be happy or content, but as far as i’m concerned “the right to swing your arms stops where someone else’s nose begins”.
i’ll reserve my sympathy for the creatives, starving sweatshop workers etc, not so much about schadenfreude as moral disapprobation.
A good, interesting piece. Of course, I have no interest in these influencers and I would never dream of looking at their videos or photos etc. But to the extent that I am familiar with them, it seems that their lives are astonishingly shallow exhibitions of vulgar and meaningless consumerism.
What is this ‘instagram’ thing? Does it make people happy? I prefer a decent pilsner myself.
Interesting article; very true about many Brits wanting everyone to be as miserable in work as they are. Although Instagram and its ilk may be relatively free from nepotism, they still offer greater levels of opportunity to the moneyed. Clearly, many of the ‘influencers’ come from wealthy backgrounds and could afford their attractive, travel-filled lifestyles to begin with, which is how they have developed their followings.
I greatly value workers that create the necessities if life and have worked as such with enjoyment, but after years of well paid office toil I became a self employed artist and couldn’t be happier. Does that make me a shill for not contributing to the basic needs of man? Where is the line you cross from being worthwhile to frivolous?
good article! i do animation and have been marinating an idea around this, how the glamourous have fallen but we always need a king what will replace it, the King is dead long live the King!!
Have to agree.
Aside from re-labelling ‘paid shill’ as the somewhat less tacky-sounding ‘influencer’, the practice of making money using whatever physical assets nature has seen fit to bestow or fame and notoriety one has has been able to accrue has been around forever.
It may be more electronic these days but it’s a tried and true method that works.
Good piece. I will re-check my schadenfreude.
It’s a bit difficult to work up much sympathy for tarted up beggars with cameras. There’s no reason to encourage vapidity.
I am very glad to say I have never held an opinion on “influencers,” and it appears I still do not need to bother doing so.
Nice try…. but no!
These people are currently stuck in their own special circle of hell – but it’s one entirely of their own making!
The “job” of an influencer is to push mostly useless and expensive “lifestyle” products.. It’s utterly facile.. There is no long term happiness to be found in owning an expensive bag or car etc. Craving after the unobtainable is arguably just as much a cause of suffering as working in a job that one does not enjoy or see no purpose in but we are all free to try to find another job that might give us more fulfillment at least.