What is an Influencer?
Before the internet era, influencers were primarily traditional actors and actresses engaged in endorsing products or brands. However, with the advent of the internet, two distinct categories of influencers emerged: the established celebrities from the pre-digital era and the internet-native personalities commonly referred to as influencers. One notable success story from the early days of internet influence is Lucas Cruikshank, renowned for his character Fred on YouTube. The channel featuring this character experienced substantial growth, leading to the creation of three full-featured movies, with John Cena making a guest appearance, and a TV show underscoring the transformative power and reach of online influencers. So what exactly is the role of influencers? An influencer is an individual who possesses the ability to affect the opinions, behaviors, and purchasing decisions of a specific audience, typically within a particular niche or industry. Influencers leverage their online presence, credibility, expertise, or charisma to build a dedicated following on social media platforms, blogs, or other online channels. They often collaborate with brands, promoting products or services to their audience in a way that feels authentic and relatable. The influence of an influencer is derived from the trust and connection they establish with their followers, making their recommendations or endorsements powerful in shaping consumer attitudes and choices.
Philosophy of an Influencer
What ushered in the era of influencers? The influencer phenomenon, like many contemporary trends, owes its origins to the internet's transformative impact. The democratization and cost reduction associated with content production, coupled with the ability to connect with a global audience, empowered creators to play a more significant role in shaping global culture. This shift contrasts with the traditional gatekeeping culture of industries like Hollywood acting.
Culturally, the rise of influencers can be attributed, in part, to the prevalent self-commodification within everyday society intersecting with the external financial crises of multiple global economies. Against the backdrop of the COVID-19 lockdowns in 2020, influencing gained traction as a creative outlet and a viable source of income. Additionally, the growth of influencers raises questions about whether it stems from a deficiency in quality relationships and friendships among the world's youth. A recent study revealed that people trust influencers at a level akin to close friends, a role often absent in many individuals' lives.
The persistent gatekeeping and classism ingrained in society have also contributed to the emergence of influencers as a form of grassroots celebrity. Their success, in contrast to the rigid elitism of the old guard, is rooted in community support and people-driven achievements, marking a notable departure from traditional norms.
Economics of an Influencer
What constitutes the value proposition of an influencer? Numerous businesses engage influencers to promote or sponsor their products and brands, primarily because it tends to be more cost-effective than traditional advertising methods and offers the advantage of a connected and targeted audience. However, a significant drawback arises when influencers attain substantial prominence, making it economically challenging to run ads on their channels unless there's a guarantee of converting traffic into sales. This dilemma prompts many influencers to shift towards selling their own consumer products or courses once they achieve a certain level of growth.
Another drawback is the inherent risk for brands associated with a specific individual. If an influencer tarnishes their image or departs from the platform, the brand assumes all associated risks. This scenario unfolded notably with influencers like Ninja and now Pokimane, where the audience primarily followed the individual rather than the platform, underscoring the vulnerability of brands tied closely to individual influencers.
Evolution of the Influencer
In setting itself apart from conventional counterparts, Native Web 3 influencers employ a distinctive approach by harnessing the power of NFTs to revolutionize influencer advertising. This groundbreaking innovation unveils new possibilities, where NFTs transcend mere representation, embodying the influencer's persona while intricately connecting social status to the associated character. The Bored Ape Yacht Club has been at the forefront of pioneering this licensing framework. Notably, their Made By Apes platform facilitates NFT holders in licensing their individual apes as distinctive branding imagery, further exemplifying the expansive potential within this innovative intersection of influencer culture and NFT technology.
Artificial Influencer
The emergence of cutting-edge AI technologies, including generative motion capture, focused eye-contact-assisted video, and the Delphi Clone platform, heralds the dawn of a new breed of influencer. This internet-native personality is distinct from their traditional counterparts, as they are detached from their physical selves. This innovation presents unique advantages; for instance, businesses creating influencers for their brand need not fret about potential image tarnishing or platform shifts. There has been exploration in this area already with artificial models such as Lil Miquela and Aitana Lopez Independent creators, too, benefit by receiving cryptocurrency payments discreetly, and engaging in actions or unlocking rewards when coupled with community social tokens, enabling fans to actively participate in the influencer's growth. This model particularly appeals to adult content creators, who often face challenges from payment providers and platforms. Artificial influencers in the adult entertainment sector might even contribute to reducing human trafficking, a prevalent concern within the industry. I anticipate this novel model will coincide with the development of a dedicated social media platform exclusively for artificial influencers. Such a platform can safeguard against doxxing and swatting by reviewing the model's function for approval. This not only enhances safety but also encourages influencer compliance, especially in terms of disclosing deals and safety metrics, such as the percentage of the model's attractiveness achievable in real life, thereby addressing modern beauty standards for women. Moreover, alternative business models employing artificial influencers could find utility in expediting product reviews, a trend gaining popularity in China.
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