As a 19 year old and growing up using a lot of forms of social media, as most people my age do, the change in who and how these forms are handled nowadays, is pretty evident to me. After reading a very interesting article from BBC Worklife regarding the “fatigue that is hitting influencers”, I gained a lot of insight on how these so-called influencers live and evolve in this industry.
When I first started using social media, everything being posted was for entertainment purposes and for basically “archiving” memories for your own future use. However, it’s pretty noticeable that these days social media are actually used to financially support teenagers and not only. Whether it be sponsored posts on Instagram, a sponsored video on YouTube or a dance video on TikTok, which is a new rising platform, people are finding new ways to make money by establishing a following on social media. These people are likely referred to as influencers, or digital or content creators. They have basically crashed the norm of having a nine to five job and have created a new era of experimenting with different media platforms in the hopes of building a career and financially stabilising their life.
It has been pretty clear that this method actually works for millions of people across the world as their relatability, their talents or even their everyday life being documented has sky-rocketed their career and at this moment they feel secured in all aspects of life, at least of what we know of. In the article that I mentioned above, besides some successful examples of people that have or are still currently working in this industry there are some others who have shared their stories and they are quite surprising and contrary to public belief. It is mentioned that people couldn’t deal with the pressure of having to constantly upload sponsored posts that may not even actually interest their audience in order to make profit, using a term called “market saturation”. This indicates that the market is constantly evolving as people’s interest does so as well, making it hard for them to keep their audience interested and amused all the time.
Another struggle that was mentioned was the state of future instability. Not having a stable job with a certain amount of wage can cause way more anxiety than having a well-paid one but with no certain intention. No intention and stability because, for example, documenting your everyday life can stop being interesting in a few months or years. This has caused people to go back to “normal” jobs and being more satisfied with them rather than their previous one.
Despite of the issues that may arise for some people working in the social media field, is undoubtedly going to continue grow as more teenagers find themselves wanting to share their life experiences or struggles with the world. It is certainly a dominant market and as people keep getting involved it will keep giving people profits in exchange for content.