Gazette-Mail editorial: Beware of who is influencing you

Influencer culture has been a thing for a while now, and it can take on a variety of forms, considering there are now so many different types of social media and so many different ways to create an online presence that attracts attention. Indeed, it is attention and an avenue into different market demographics that corporate backers are looking for, hence the term "attention economy." This is only going to grow and, even if it doesn't eventually spill over into every age demographic in the United States, it's something everyone needs to be aware of.  

That's partly because there are a lot of problems built into influencer culture. 

First off, all of this relies on social media, which is a breeding ground for misinformation. So, if an influencer is hawking anything from a skin care routine to nutrition advice, it's important to know where they get their information. Social media can be manipulated to make it look like someone is living a perfect life. Most people do this, regardless of whether they're monetizing what they post or not. If someone is doing this as their job, they're going to put a lot of effort into how their life appears, some of which might be less than honest and probably isn't entirely owed to a new protein powder they've discovered that they think you should try, too. 

After all, this is just advertising. What makes it somewhat more dangerous is that the influencers themselves are also a product. You are, supposedly, witnessing their every day life. You might feel like you know them because of this. They might tell you they know and care about you. Some might even mean it. There's nothing wrong with this per se, but it's important to keep in mind that you don't really know that person and they don't know you. It's not a real relationship. Even though it feels different, they're the talent and you're the audience. 

A more concerning side to this exists, as well. Many young people want to be influencers, but the attention economy essentially works like any other market. There's only so much to go around. Not everyone is going to make it. Some work really hard to make the cut. Some get lucky. Some cut corners, which only deepens the element of deception. 

Particularly alarming are those who want the status of an influencer so badly that they'll do anything to get it. A community of content police has formed online exposing influencers who don't understand why they've never been given a ton of free luxury products or haven't been handed free, VIP tickets to a music festival, or even the Super Bowl, when other influencers have. There have been documented cases where these people will go online and say they'll basically pitch any brand, any product, anything if that company will get them to a high-profile event. 

The obvious question then becomes: How can anyone believe a word that person says, not only about a brand or product, but really anything at all? They've outed themselves as willing to say or do anything as long as someone will give them something for free. 

The attention economy, be it a fashion influencer on Instagram or a podcaster who doles out information on health or even politics, is a minefield. There are a lot of good intentions and a lot of people who are actually trying to do good things. But, at a certain level, like so many other things, it's about money and, right on the nose, influence. Buyer beware.