The age of influencers

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Once upon a time, there was the internet. Then digital photography. Then user-generated content. Then high-turnover social media. Then the validation of one’s choices via social media kudos/likes/shares/comments/interactions. And then the snowball effect of the loudest person being heard and seen the most – and given instant credibility. And those without enough knowledge, conviction or confidence of their own heading into blind tailgating – enter the age of the influencer. Technically, an influencer is a person who is an opinion leader or tastemaker; ideally, their position is earned by the validity of their opinions through experience. Unfortunately, visibility or peer validation by other equally clueless people is now a frequent substitute for experience – and they’re really not the same thing. Historically, people whose opinions were heeded were valuable to brands because they could affect consumer buying behaviour. There is obviously commercial value in this, prompting more and more others to position themselves as ‘influencers’, too: but what happens when credibility is not only for sale, but appears to have more scale/ weight than legitimate experience? Enter my prediction for the next phase of social media: the death of the influencer.

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