The Rise of Influencer Culture
With the rise of TikTok in 2020, the comeback of influencers was bound to happen at some point. Since the days of YouTube and Tumblr, influencers have rebranded to a much more “relatable” image. We’re no longer seeing luxury hauls or lavish vacation vlogs. We’re seeing these simple Get Ready With Me or Days in My Life. There’s nothing wrong with admitting that we enjoy watching these videos of strangers doing everyday things. Sometimes they have a lifestyle we crave, or are part of a niche group we idolize. Most of the time, we don’t even realize how much we are being influenced.
Emma Chamberlain, a Bay Area native, rose to popularity on YouTube in 2017, amassing 1.2 million subscribers since. Emma was an influencer who embraced being an outsider and encouraged others to do the same. Watching her videos felt like having a conversation with an old friend. Most of all, she was unapologetic about how she chose to create content. Unfortunately, after a move to LA in June of 2018 to further her career as a creator, the criticisms about her relatability began. Emma's videos changed along with her lifestyle. This led to criticism about "changing" and "selling out" to continue her success. She currently has 11.2 million subscribers and 16.1 million Instagram followers. No doubt, Emma Chamberlain is successful. She's signed deals with big brands like Hollister and Louis Vuitton. She no longer has a lifestyle most young adults can relate to anymore. Emma’s videos still showcase her sense of humor and personality. It’s just become difficult for her audience of high schoolers and college kids to find something in common with someone who has a net worth of $90 million dollars.
In 2023, influencers are much more present in our daily social media usage. Anyone on TikTok can be an influencer if they get a consistent amount of views. One particular influencer rose to popularity very recently–gaining 2 million followers in under a month. At this point, almost everyone has heard of Alix Earle. She’s a 22-year-old University of Miami student who documents her daily life on her social media. She seems to be just like us, but a quick look at her videos shows that she lives a very different life. In the past couple of weeks, she's attended New York Fashion Week and the Super Bowl. Her audience is generally people her age, who would likely never get an invite to an event of that scale. Aside from the events she’s attending, she’s securing brand deals of an estimated $40,000-$70,000. Alix, unlike other influencers, is aware of how unrelatable she is. Her popularity comes from her being honest. She’s avoided criticism about plastic surgery and cosmetic procedures by being honest about what she’s had done and how much it cost. It’s been a long road to this point, considering that just a few years ago most internet creators wouldn’t even admit to getting lip injections.
We tend to love or hate internet creators, but it’s hard to deny the impact they have on the way we view social media. What Emma and Alix have in common is their ability to connect with their audience beyond the content of their videos. Emma showed her audience that she was comfortable with herself and her own company and that they could be too. Alix’s appeal is honesty, and she’s gained the following that she has by being transparent at a time when most creators aren’t. They have both supplied something that their audiences lacked. These women have successfully provided a “safe space” for their viewers, in their own unique way. That being said, it is important to remember that they are not free from accountability. Considering the power that influencers have, it’s important that they remain transparent and honest with their audiences.
Cover image source: Pinterest.com