The Rich, the Beloved, and the Glamorous

The most successful way to be an influencer online today – beyond being thin, beautiful and independently wealthy – is to be as open and confessional as possible. You must painstakingly show your audience they aren’t just followers but close friends, getting special access to the intimate details of your lives (or, at least, convincingly making it seem like they do).

Why this is so effective is thanks to the parasocial relationship – the false idea of an intimate, personal relationship with someone that you have never actually met. It’s easy to see how this has become rife online and many influencers will give up any semblance of privacy to stoke the perception of this bond. The prevailing wisdom has been that this is a wise business move – cultivating it can come with major benefits. There’s few things more lucrative than a dedicated fandom that truly trusts and loves you, who will rack up likes and views on each of your videos, click on ads and sponsored content or even loyally purchase products from your own brand. Every illness, every heartbreak, every exposure is an opportunity for huge commercial gain.

TONE SCHUNNESSON

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