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.
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SubscribeAlmost 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.
Perhaps they could influence the Government not to bring in all those immigrants?
That would be like Labour turning down the opportunity to gain more voters ….
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.
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.
With influencers, as far as I can tell, you have to seek them out and follow such folks. This makes it somewhat different.
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.
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.
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.
Not to mention cosmetic surgery carried out by butchers in Istanbul.
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.
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.
…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.
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.
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.
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.
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…
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.
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.
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
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.
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,
I would love to see how you reached that conclusion.
Amazed that’s the part you question when he also wrote
Questionable, that…
What I find questionable is that “influencers” do less harm than most people in their professions.
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…
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.
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.
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.
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.
Cockroaches and lobbyists.
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.
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.
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.
The last line is very good 🙂
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…
Can’t wait for the baked beans uncanning videos as they adjust to new economic realities.