The Influencer Industry: The Quest for Authenticity on Social Media

Indeed, in the increasingly commercialized, social media-focused, and sprawling internet environment of the early 2010s, the notion of “digital influence” became an efficient means of identifying people’s value: amid the immense noise of social media content, who should be singled out as worth listening to, what should they say to obtain and mainta

As influencers gradually discovered the strategies that brands and marketers were implementing to evaluate audience authenticity, they began devising and implementing new numbers-boosting strategies in response. These ranged from interacting with their audiences more often or in a different manner (public comments instead of direct messages, for ex

It is profoundly unfair to expect individual users of exploitative platforms to simply stop using them, especially when their livelihoods and/or relationships are tied to these platforms.

The influencer industry as it exists today is a complex and far-reaching informational-commercial-personal communication apparatus whose incentive system is profoundly borked.

become clear that all manners of dishonest, harassing, or otherwise negative content can perform quite well. Suggesting influencers “figure out what’s resonating” in a time when mis- and disinformation is flourishing seems inappropriate at best, and reckless at worst. This exchange illustrates what influencers have long understood—that they are ult

It is profoundly unfair to expect individual users of exploitative platforms to simply stop using them, especially when their livelihoods and/or relationships are tied to these platforms.

photos of an influencer on vacation or playing with her children. While it can be understandably difficult for influencers to muster the same enthusiasm, personal touch, and audience outreach with sponsored and organic content, the degree to which influencers were successful at it correlated directly with their value in the marketplace. By further

photos of an influencer on vacation or playing with her children. While it can be understandably difficult for influencers to muster the same enthusiasm, personal touch, and audience outreach with sponsored and organic content, the degree to which influencers were successful at it correlated directly with their value in the marketplace. By further

Indeed, in the increasingly commercialized, social media-focused, and sprawling internet environment of the early 2010s, the notion of “digital influence” became an efficient means of identifying people’s value: amid the immense noise of social media content, who should be singled out as worth listening to, what should they say to obtain and mainta