Tanki Kotelo
The burgeoning reach and use of social media have undoubtedly changed the way brands and organisations communicate with their populace. And with the youth possessing more buying power year-on-year, many have had to find demographically applicable ways of meeting this group, ultimately birthing what is today called an influencer. But what exactly is an influencer? In an era of instant fame where ordinary people can shoot straight to celebrityhood in a flicker of an eye and where people are desperately craving gratification from their online idols, where do we draw the line between ‘real’ influencers and chancers? Let’s explore.
So what is influencer culture? Initially, the term was coined to describe individuals with a sizeable social media presence and impact on different platforms such as YouTube, Facebook, and Instagram, as well as those having the ability to sway the decisions of their followers, especially when it comes to lifestyles and financial spending. At the outset, influencership was regarded as a legitimate and respected form of opinion leadership, as those who were deemed as such had intently earned the status by consuming loads of information, scrutinising it, and then decoding it into modest and digestible bits for the rest of the masses. As such, they were revered experts and trusted springs of information and advice in particular fields.
However, of late the term has drastically changed, and now anybody can be regarded as an influencer as long as they have a big platform, exemplifying the very phenomenon known as the ‘cult of personality’—where the masses will often uncritically consume misinformation just because they are drawn to the source of the information and not its validity. Whereas the community was geared towards knowledge-sharing and connection or patronage, today the influencer industry is anything but that, and monetisation, bullying, and exploitation are at the centre stage. Regardless, that is no way an indication that the industry is dying, as according to Influencer Marketing Hub, the global industry was worth at least $21 billion, just that it’s facing an eminent existential crisis and that those within the profession have a mammoth task and responsibility of looking in and reimagining a different trajectory.
More harm than good: what is the industry getting wrong in recent times? As opposed to earlier years where influencership was about inspiration and not about aspiration, today the industry overly encourages consumerism, capitalism, and materialism, often pressuring social media users to have dissatisfaction about their lives. Ultimately leading them down a path of mental illness, self-consciousness, compulsive buying, and debt—in the chase for a sense of inclusion and comfort. Moreover, it has birthed an environment of superficiality where popularity is given merit over expertise, an apparently dangerous and irresponsible idea if the USA politics are anything to go by, for instance.
Additionally, the industry today sets unrealistic and distorted standards, far opposite from what society has always accepted to be the way of life. For instance, through their promotion of ‘size zero’ and ‘wrinkle-free’ bodies and extravagant spending lifestyles. Again, faced with the pressure to consistently produce content for the masses and maintain a certain image or demeanour, many influencers silently suffer emotionally and mentally behind the closed doors of fame. Some usually obsess over building more following, leading to a sense of inauthenticity and a lack of personal fulfilment.
While it’s crucial to remain vigilant about the pitfalls of the modern influencer landscape, in the same breath, it’s important to acknowledge that, when wielded with care and responsibility, influence can be a powerful force for good. In a world where social media users are bombarded with messages from all directions, influencers have the opportunity to use their platforms to promote kindness, inclusivity, and self-acceptance, as well as to advocate for important causes.
Bloom Communications is a Lesotho-based consultancy, specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporates, and micro, small, and medium-sized brands. For feedback contact: info@bloomcommunications.co.ls
