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Influencers will survive Covid You may disdain their empty existence, but they represent a promise

Happy travels?


February 8, 2021   4 mins

I was on a press trip to Venice. This was in 2019, when press trips were a thing, and not a lavish artefact of pre-lockdown excess. I had the furthest to travel to the airport, so I was the first to arrive, making smalltalk with the PR about the rest of the party. It would be lifestyle journalists, mostly. A representative from the in-flight magazine of a luxury jet firm, which was not a thing I had ever imagined existed. And, said the PR, “an influencer”. An influencer, I thought, with a small thrill of snobbery about what a real-life influencer would turn out to be like.

It is objectively hilarious, as a society, to have invented a whole class of people whose job is to film themselves pretending to be excited as they open boxes of free stuff. Even funnier, there’s a whole other class of people who choose to watch the first class of people opening their boxes of free stuff and pretending to look delighted, and then (this really is the good bit) will go and buy what they saw someone else get for nothing and pretend to be delighted with.

Obviously I’ve done a bit of a disservice to the work of the influencer there. They don’t just open boxes of free stuff. They also go on free holidays, enjoy free meals, show off the free clothes they got in the latest drop from some brand or other — being an influencer is a multidimensional act of self-commodification. If you disdain influencers, and you very probably do, you likely think of them as “people who are paid to post selfies on social media”. Which is a weird thing for influencers to end up being hated for, given that this is pretty much exactly what they’re trying to project.

The word “influencer” suggests a particular kind of person. Reality TV. Taking trips to Dubai under lockdown. Slabs of gym-crafted boy-meat and Fake Bake-coloured arrangements of tits on towering legs. Having your own clothing line of sexy unitards and badly-cut blazers, made in a sweatshop in Leicester. Contouring. Protein supplements. Lip fillers. Misleading filters. Sharing crackpot 5G conspiracies and having to delete them when your brand partners get the fear. Hashtag sponcon.

But the world of influencers is wider than that. You get the beauty bloggers with their immaculately processed pictures on the one hand, and also the real-skin influencers, sharing unfiltered shots of their acne-marked cheeks. The perfectly slim fashion bloggers, and the fat-positive influencers, who are all about normalising that belly roll. Cleaning influencers with their fake nails and neutral walls, and mumfluencers who allow some relatable chaos into their public presence.

All of these have their power as influencers, because all of them — whatever niche they’ve fallen into — represent the same promise. That promise is: I have this life simply because of who I am. To exist is enough.

And wouldn’t we all like to believe that, a little bit. Even when an influencer is, technically, famous for doing something else more conventionally recognised as “work” (modelling, acting, singing, broadcasting, even journalism), their social media profile is supposed to be where you’ll see the real them. Even if the real them is enhanced with an artful vignette.

Which is why, however perplexing the existence of influencers might seem, and however imperilled they might be in the coronavirus economy, they make sense. For as long as advertising has existed, it’s had to accept that it’s an imposition on the public. An interruption to their programme or their magazine. But influencers are advertisers that the public wants to see. Even better, consumers are pre-profiling — brands just need to choose the influencer who looks like the people they want to sell to. No wonder Labour is keen for candidates to cultivate influencers, and reach beyond the kind of weirdos (me) who choose to follow politics.

I could spot the influencer as soon as she arrived at the gate. She was the one who showed up for a dawn flight with her blonde hair extensions ironed perfectly straight, in a bright red suit and red heels. While I spent the flight reading a novel, grateful for a chunk of time in the sky when nobody could ask me for anything, she spent it on her laptop, editing pictures for her Instagram. As we were ferried around the sights of Venice, she was the one antsily asking the PR when there’d be a chance to take the kind of pictures she needed.

I felt bad for her. For me, this was a jolly, but I could see her anxiety rising as a day of content opportunity slipped past. The next morning, I met her at breakfast. I was fragile from a very well-catered dinner the night before; she was perfectly made up, and ready to head back into Venice for another try at the photos. She explained how much time she spends pitching for brand partnerships — sometimes mocking up a whole campaign of posts on spec which advertisers might simply reject. A gig economy, only the commodity is your identity. Deliveroo, but you’re offering your own face.

She asked if I would help her with the pictures. I weighed up my hangover, told her I had to do some work of my own, and went back to my room to nap. I looked up her profile, and the jetset Barbie it showed seemed very different from the intent, focused woman I’d been talking to over my coffee. The Insta version of her was someone I didn’t want to be. The version I’d met at breakfast was someone I’d liked talking to.

She reminded me most of MPs I’d interviewed — the imperviousness to humiliation, the tolerance of rejection that let them go up to the public again and again. She corralled a tourist couple into taking her picture by St Marks. And why had I thought she’d be anything else? Because I suppose, despite my pretended cynicism, I believed the influencers’ own myth that what they show is the whole package. But maybe also because it’s hard to accept that so much work can go into parceling yourself out piece by piece. At least the Devil didn’t make Faustus pitch for it.


Sarah Ditum is a columnist, critic and feature writer.

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Chris Wheatley
Chris Wheatley
3 years ago

Almost all young people I know are aiming to do degrees in Media Studies so that they can become influencers. Ultimately, the UK could have 30 million influencers. Then we will need a lot more immigrants so that the influencers have people to influence.

David Bell
David Bell
3 years ago
Reply to  Chris Wheatley

Perhaps they could influence the Government not to bring in all those immigrants?

Reed Howe
Reed Howe
3 years ago
Reply to  David Bell

That would be like Labour turning down the opportunity to gain more voters ….

Dave H
Dave H
3 years ago

It’s not the influencers that bother me, it’s the influenced. Who consumes this tripe?

Whoever they are, they are numerous enough that an entire industry is funded off the back of advertising to them.

It’s quite worrying, that many people, some of who presumably vote, following the antics of self-proclaimed influencers.

LUKE LOZE
LUKE LOZE
3 years ago
Reply to  Dave H

It’s only another version of advertising and ‘brand ambassador’. Look at perfume or lots of clothes brands, Nike spends something like 50% of it’s budget on sponsorship deals.

Almost everyone is susceptible to advertising, direct or otherwise – we like to pretend we’re not.

Dave H
Dave H
3 years ago
Reply to  LUKE LOZE

With influencers, as far as I can tell, you have to seek them out and follow such folks. This makes it somewhat different.

Annette Kralendijk
Annette Kralendijk
3 years ago
Reply to  Dave H

It’s opt-in advertising. And what could be wrong with those who want to be influenced making such a declaration by following them on Instagram or whatever while the rest of us who don’t want to be constantly marketed to are left alone? I think it’s brilliant. Self identify as a mark if you wish.

Alex Delszsen
Alex Delszsen
3 years ago
Reply to  LUKE LOZE

I can count the advertising that has influenced me on one hand. 1. I once ate an Egg McMuffin on a road trip, because I remembered the ad. Disappointing. 2. I would like to see this Fenty/Fendy underwear somewhere, but not buy it. 3. I might buy a Skoda someday because J’ <3 the Tour de France and I am pleased for their sponsorship. Okay, and I eat more French cheese before, during and after the Tour.

Ian Barton
Ian Barton
3 years ago

Influencing has all the normal pros and cons of general advertising.

A new worrying trend is when Influencers are paid to push financial products like Bitcoin.

The people who are most influenced by Influencers recommendations are probably the most vulnerable to losing all their money on scams.

Some protective regulation is needed in this space for all concerned.

Philip Burrell
Philip Burrell
3 years ago
Reply to  Ian Barton

Not to mention cosmetic surgery carried out by butchers in Istanbul.

Chris Mochan
Chris Mochan
3 years ago

It’s just advertising and marketing under a slightly different guise. Companies can reach millions of people with their products through pretty young things on instagram instead of the telly or celeb endorsements. If clothing companies or holiday resorts want to pay a young lassie to consume their product, I say good luck to her.

Alex Lekas
Alex Lekas
3 years ago

The one reality about social media and using a platform for free is that the user is essentially the product. We know this. These companies mine our data and histories, and then sell that information to advertisers. In this market, influencers are made possible; god bless capitalism.

Andre Lower
Andre Lower
3 years ago

…and in the meantime people wonder why their countries’ economy is stagnant. Everybody wants to be an “influencer”, a political activist/journalist or an “entreprenour”. Nobody wants to work. Work is assumed to be the realm of other people that are not gifted with their indisputable talent and imagination. Yeah, sure.

Fraser Bailey
Fraser Bailey
3 years ago
Reply to  Andre Lower

In what sense is being an influencer or an entrepreneur not working? Both involve huge amounts of work. In most cases, that work will go unrewarded. In a few successful cases, profits will be made and tax paid. Some entrepreneurs will even sell goods abroad and bring money into the country. We need more such people.

Andre Lower
Andre Lower
3 years ago
Reply to  Fraser Bailey

We disagree, Fraser. I think countries – especially in the West – need more people that create true value. Technological advancement, products that improve people’s lives, fight diseases, increase food safety, etc. Influencers never created anything and never will. They are an objective example of parasitism. Without the “other” people who actually create what they “advertise”, influencers would starve. And advocating for an increase in their numbers will not improve the ailing economies of their countries one bit.

Annette Kralendijk
Annette Kralendijk
3 years ago
Reply to  Andre Lower

Without consumers, every business would fail. Influencing is not different. Influencers are actually free-lance marketers and they use themselves to market varying products. They are the ad. No different from traditional marketing. This is why companies use influencers. Because they influence people to buy their products.

JR Stoker
JR Stoker
3 years ago
Reply to  Andre Lower

Are you against advertising generally, Andre? It surely fulfils a useful function in drawing goods and services to the attention of those that might purchase them, and creating both competition and economic activity. And influencers are just a further sophistication of advertising, adapted to social media. In fact, the revival of an ancient art where the leading lights of society in a pre-mass media, pre newspaper, pre tv age were copied by the less savvy. “The foppery of red heels” I think Swift once referred to Lord Carlisle’s latest innovation…

Andre Lower
Andre Lower
3 years ago
Reply to  JR Stoker

Peter, advertising will exist whether I like it or or not, but in my opinion it is more often a nuisance than any help. I never bought anything that I did not feel a need for first, and when I need something, I look for it by myself and select based on objective criteria, not marketing hype or “influencers” opinions…
Just because we grew accustomed to the constant badgering of “aggressive marketing” 24 hs a day, it does not mean that more of it should be promoted. And back to my original point, all these people could instead be helping society by… well… working on actually producing something.

Annette Kralendijk
Annette Kralendijk
3 years ago
Reply to  Fraser Bailey

Quite right. Companies love influencers because they help sell their products. It’s pure marketing. When Hilaria Baldwin lost her deals with various baby product lines, it was because she was no longer an effective influencer or advertiser for them.

David Bottomley
David Bottomley
3 years ago

In some ways this article reminded me of the days when film stars, particularly women were in effect ‘owned’ and controlled by the big Hollywood studios. I am thinking that ‘influencers’ might run the danger of falling into the same trap I.e influencers will have to make sure that they aren’t seen or captured in public doing something that conflicts with the image they are paid to promote.

The sad thing, that many of us choose to ignore, is how shallow western 21st century life is and how shallow many of us are: influenced by the images of nobody’s

Andrew Best
Andrew Best
3 years ago

Influencers = parasite
No good for our society or culture in any way and an example of a wasted life, producing nothing and a bad example for young people.

Fraser Bailey
Fraser Bailey
3 years ago
Reply to  Andrew Best

I am not on social media and have no interest in influencers. However, they sell their services in a very competitive market. To be a successful influencer requires charisma, intelligence, the ability to look good, the ability to communicate etc. Good luck to those among them that succeed and make a living from it. They are probably doing less harm than most people in most professions,

Johnny Sutherland
Johnny Sutherland
3 years ago
Reply to  Fraser Bailey

To be a successful influencer requires charisma, intelligence, the ability to look good, the ability to communicate etc

I would love to see how you reached that conclusion.

David Fitzsimons
David Fitzsimons
3 years ago

Amazed that’s the part you question when he also wrote

They are probably dong less harm than most people in most professions

stephen f.
stephen f.
3 years ago

Questionable, that…

stephen f.
stephen f.
3 years ago
Reply to  stephen f.

What I find questionable is that “influencers” do less harm than most people in their professions.

Alex Delszsen
Alex Delszsen
3 years ago
Reply to  stephen f.

Probably influencing a lot more suicide attempts by the plain of face or the pretty but thinks they are ugly souls, as well as more crime by all the people who think they should have the fruits of thelifestyle, too. Both of which incur costs on the rest of us, too.

Then there is and will be more of the AOC political influencers….and all that verkackt…

Fraser Bailey
Fraser Bailey
3 years ago

35 years of international and wide ranging marketing/advertising experience helped me to reach that conclusion. Nobody is forced to buy stuff that is recommended by influencers. Like football or pop music or boxing it is a channel by which, for instance, those who went to our appalling state schools can make something of themselves.

Had I tried it at anytime in my life I would have been a disaster. And so, almost certainly, would you.

Terence Fitch
Terence Fitch
3 years ago

This is all pretty recent. I’ll give it 10yrs max. At that point folk will have become bored or the dim human influencers will have been replaced by realistic bots and it won’t be a career anyway.

Annette Kralendijk
Annette Kralendijk
3 years ago
Reply to  Terence Fitch

I agree, it’s mostly young people who follow these influencers religiously. Most adults have neither the time nor the inclination to. Who wants an old influencer? There’s a sell by date for all of them.

Juilan Bonmottier
Juilan Bonmottier
3 years ago

Well, they say cockroaches will survive a nuclear apocalypse and I imagine these narcissists will outlast even them -as long as there is any sort of supply for them to tap into.

Annette Kralendijk
Annette Kralendijk
3 years ago

Cockroaches and lobbyists.

Annette Kralendijk
Annette Kralendijk
3 years ago

COVID has been fantastic for influencers. Lots of people at home on social media, shopping online buying up all the products the influencers are hawking. Never a better time to try to become an influencer.

But influencers are not at all reality TV people, they are non reality TV types. They aren’t real just like other ads, influencers are simply animated ads. Does anyone really believe that Matthew Mcconaughey sits around eating Doritos and drives nothing but Lincolns? Does anyone really believe that models in magazines who used to be the influencers actually wear the clothing they advertise? The author is mistaking the Kardashians for reality TV. Not a thing real about them.

Michelle Johnston
Michelle Johnston
3 years ago

Given that many people live by and through their smart phone what ever this thing is I am sure its finding its audience through that medium. Last year I was on the MRT in Singapore and I checked out what every one was plugged into. One or two souls were watching a full-blown movie but many were being influenced either formally or informally. Advertising moves to where it can be heard. I am far to old to be influenced by anyone if I have not learned what suits me by now I never will.

Jay Bee
Jay Bee
3 years ago

Exemplar > Belle Gibson, the Australian who was convicted for misleading and deceptive conduct in relation to her bogus cures for her non existent brain cancer. Belle was fined around $500,000 which she has yet to repay.

This small set back, however, has not stopped this ‘influencer’ from pursuing other important quests. Belle recently attended a political meeting of the Ethiopian Oromo community in Melbourne, donning a headscarf and proudly proclaiming – ‘My heart is embedded in the Oromo people – your struggle is my struggle’.

Her capacity to afford travel to East Africa was, she has claimed, a ‘gift’ from her current housemate called ‘Clive’…..

A parable for our times.

Peter Mott
Peter Mott
3 years ago

The last line is very good 🙂

simelsdrew
simelsdrew
3 years ago

I think there are way too many people, throughout the ‘developed countries’ who are unable to organize their lives and making their own decisions about just what they need to buy that they respond to ‘influencers.’ “Influencers’ also are an additional type of distraction in societies where there is already way too much distraction. I hope you enjoyed Venice, Italy. Me? I’m stuck in New York City…

Charles Rense
Charles Rense
3 years ago

Can’t wait for the baked beans uncanning videos as they adjust to new economic realities.