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Inside the lives of social media influencers

In this photo illustration, the logo of TikTok, the Chinese media app for creating and sharing short videos, is displayed. (Photo Illustration by Chesnot/Getty Images)
In this photo illustration, the logo of TikTok, the Chinese media app for creating and sharing short videos, is displayed. (Photo Illustration by Chesnot/Getty Images)

The life of a social media influencer. Creators post photos and videos of their lives while brands send them products and money, and followers lavish them with love.

But … it’s also really hard.

“There must be hundreds of thousands of participants who go on every day and scrutinize every single influencer post,” communications professor Brooke Erin Duffy says.

Internet trolls aren’t just cruel individuals — they’re also organized legions of hate.

“If you look at who the targets are, they’re almost exclusively women,” the professor adds. “They police their parenting, they police their looks, they talk about, did she get Photoshop? Oh, she’s being a terrible parent. Oh, she’s using her nanny too much.”

Another issue creators face? They depend on unpredictable social media platforms for their livelihoods.

“For influencers and creators, a tweak in the algorithm can just wreak havoc on their income streams, because they’re not being seen anymore.”

Today, On PointInside influencer life.


Brooke Erin Duffy, associate professor in the department of communication at Cornell University. Author of (Not) Getting Paid To Do What You Love: Gender, Social Media, and Aspirational Work. (@brookeerinduffy)

Ayana Lage, freelance writer and lifestyle blogger. (@AyanaLage)

Also Featured

Christina Najjar (Tinx), content creator. (@itsmetinx)

Julia Marcum, co-founder of Chris Loves Julia. (@chrislovesjulia)

Cece Xie, content creator and lawyer. (@cecexie)

Interview Highlights

On what’s behind the rise of influencer culture

Brooke Erin Duffy: “Digital content creators or influencers provide us with advice, or inspiration or entertainment. And in the process, they are recommending sponsored products or services. And there’s this tendency to see this as a novel career. You know, we heard this from the accounts of Tinx and Julia about, ‘I can’t believe you get paid to do this.’ But this is not necessarily new. I often compare the work of creators or influencers to what media and cultural workers have long done, which is create and circulate content to audiences and in the process, attract advertisers.

“And so just getting to your question of again, How did we get here? I think with any new category of work, we can attribute this to just a rise or a confluence of social, economic, technological factors. So one of them, of course, is just the profound uptick in platforms. And this idea that anyone can go on YouTube, or TikTok and Instagram. And seemingly the narrative goes, cultivate a following. We also have to understand the rise of creator culture against the backdrop of changes in the job economy. It is a lot harder to get a job in the traditional media and creative industries. Whether we’re talking about journalism, or magazines, or TV or movies.

“And finally, in part of this, there’s this sort of fetishization of independent careers. And by this, I mean the fact that I teach college students and I often ask them, How many want to be entrepreneurs? And everybody wants to be an entrepreneur. But I think in a lot of ways, entrepreneurship is a euphemism for independent work, where it’s all on you. Success or failure is on your shoulders. And so I think it’s kind of this confluence of factors that has enabled the rise and rapid uptick of influencer culture.”

How big is the influencer industry?

Brooke Erin Duffy: “It’s hard to establish boundaries around this, and I saw a New York Times report earlier this year that said the creator economy is the fastest growing small business. But one of the reasons it’s so difficult to establish boundaries is, for one, a lot of people are doing this on the side — the so-called ‘side hustle.’ And so they may have a full-time or part-time job in a totally separate industry and are spending every free hour doing this. Another challenge is, as you said, the decentralized nature of this, which benefits platforms where there are very few systematic ways for the creators to come together and share what they’re making.”

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