UNDER THE INFLUENCE
We don’t drive under it… why buy under it?
In this day and age, the word “influencer” is tossed around more than I like to hear. Actually, I’d like to never hear it again. I’m tired of it. Come to think of it, what does it even mean? Like, is the word even in the dictionary…?
Oh. Ok. Well, I’m still tired of it. But wait. What I think isn’t the end all be all. I’ll just explain why you should be tired of it too.
it goes something like this.
Forbes references research that shows that 71% of consumers trust influencer content. I have most definitely fallen victim to this, and I’m sure whoever is reading this has, too. It’s the “friend” feeling effect. I think that TikTok influencers are truly exceptional at making us feel as though we are on FaceTime with them. This forms a parasocial relationship, which can trick you and me into thinking that the dress Alix Earle is wearing will also look good on us, because she would neverrr lead us astray. And she certainly wouldn’t want us to be destroying the environment with overconsumption, right? Right.
Wrong.
Unfortunately, million-dollar influencers pedal their consumer agendas to make money for themselves. Mega influencers such as Alix, Meredith Duxbury, Charli D’amelio, Victoria Paris, Halley Kate, Kylan Darnell, etc. can make well over $5K per post. Alix can make $40K to $70K per sponsored post. If you’re wondering why, it’s because company owners and marketers put high value in influencers — and this is because influencers know to count on the cornerstones (imo) of parasocial relationships from their followers: FOMO, likability, and attractiveness. Unsurprisingly, there have been lots of scandals related to influencing, like the Mikayla Noguiera mascara incident, because there probably are a shitload more we don’t and will never know about.
overconsumption: an influencer’s dream
Influencers get paid to advertise products and experiences to you. If it seems as though TikTok has just become a thread of softly-pedaled commercials from your favorite people online, as well as a massive increase in TikTok Shop ads often sponsored by micro-influencers, it’s because it has. As if capitalism hasn’t already been pushed on us in every other aspect of our lives, now it has completely taken over social media apps. There has been a huge push toward buy buy buy, and for lack of a better word, that is just bad bad bad. I know for a fact that my shopping problem rears its ugly head when I see someone wearing cute jeans on a post because all I want is to look like the girl in front of me. Advertising has always preyed on insecurities, especially in women, and TikTok’s real-time ability to take advantage of those insecurities and amplify them only makes it easier to get us to consume. This drains your bank account while it feeds not only the company you’re buying from, but the influencer that told you to buy the product in the first place. I talked about rampant consumerism and its debilitating effects on the environment in a post from December as well, but I can’t go without mentioning it here, too.
you better actually work, b*tch!
I think my take on being an influencer could be said to be pretty conservative, so don’t come at me here, but it baffles me that they are being praised for their “jobs” and being asked to come back to their colleges to speak when, in reality, all that happened was them getting lucky on the internet. I know this does not apply to every influencer, but this seems to be the status quo for most. It is much easier to succeed on the internet when you’re skinny, beautiful, and rich —just like Alix and Charli already were pre-fame. So really, there was no extraordinary work put in, like lawyers who take the bar exam or doctors who somehow get through med school or the average Joe who starts work at 9, finishes at 5, and is proud to just be a rent-paying citizen. Speaking to an audience about becoming an influencer, to me, just seems incredibly patronizing and out of touch. This is not to say that being an influencer is inherently wrong — because power is not wrong, it’s what you do with it that matters.
It’s similar to the YouTube craze when everyone was dropping out of high school and college to pursue a career there as well. But we can’t all be Emma Chamberlain. Please finish high school and get a degree if you can — education is priceless. I know I may sound like your mother here, but moms are pretty much always right anyway. Don’t get me wrong, I understand the appeal of brand deals and getting paid to be on a yacht in Miami making social media content, but a stable income with a real job will be much more sexy in the end — because you’ll have a retirement plan and insurance. Hot!
Ah, a caviat!
As there is with everything else, there is a but here. Many influencers promote sustainability by upcycling, thrifting, and not buying something new every .2 seconds — and I’ve got suggestions for you below.
Miram - @reciprocate.today
Miriam upcycles thrifted clothing by using her sewing skills that I am incredibly jealous of. She sells her recreations on her website — tap the photo to your left to check it out ;)
Anna molinari - @annamo.1
Anna repurposes one man’s trash and turns it into one woman’s treasure. She also shares Miriam’s talent of upcycling. I’m a touch obsessed with her account. Don’t report me.
Alicja - @alicjaakissaa
Because I’m unable to live my Emily in Paris dreams, I like to watch Alicja live them for me. She is the CEO of vintage markets in — so much so, that after watching her content, you may book a flight.
Taylor - @taylorbrisbane
Taylor is the queen of Poshmark. I aspire to learn her secrets, because I’m stuck on old lady Poshmark and she’s somehow on Ibiza Poshmark. One day, I’ll get as good as her, and I’ll share my knowledge with the world.
Erin - @refurbishedish
Okay - I know this is not fashion-related, but it is sustainability related, so you should check it out. Erin finds pre-loved furniture, saves it from its garbage death, and turns it into something beautiful. I literally get lost on her page because it is so fun to watch.
You’re welcome.
So anyway, please get your degree and don’t ditch school for a social media career. And if you happen to get TikTok famous, please use your influence for good, just like Yoda would.
