Has the influencer bubble burst?
From our US edition
If you ask anybody under twenty about their life plan, social media will likely play some part in the answer. A friend’s nine-year-old son has just launched his own YouTube channel. My prepubescent cousins are telling their parents that TikTok is “the key to financial freedom.” When I was their age, my entrepreneurial skills went as far as selling single cigarettes to my classmates for loose change. The appeal of the influencer life isn’t hard to understand. Over the last decade, it’s been touted as the sexy, well-paid, democratic career of the future. A 2019 Morning Consult survey found that one in ten young people consider themselves “influencers.” But now these micro-celebrities are trading in their tripods and ring-lights for real jobs.