A recent survey found children would rather be online influencers than astronauts. It made headlines and led to plenty of complaints about "kids these days". Is influencing a promising career path? The lifestyles we see advertised on social media are enticing, but under the shining appearance lie uncertain income, pay inequality, disability and mental health issues.
Successful influencers will be the first to claim that anyone can make it in the industry. However, social media economy experts uncovered a huge income gap between successful influencers and everyone else. For most people trying to become an influencer, their passion projects of content creation often become free work for brands.
Most influencers are self-employed, often experiencing inconsistent income and a lack of protection that comes with long-term employment. The risks of self-employment are increased in the influencer industry by an absence of industry standards and little pay transparency(透明度). Influencers are often forced to assess their own value and determine fees for their work. As a result, content creators often undervalue their own creative labor, and many end up working for free.
Influencers are also often at the mercy of algorithms (运算法则) — the behind the scenes computer programs that determine which posts are shown, in which order, to users. Platforms share little detail about their algorithms, yet they finally determine who and what gains visibility and influence on social media, the threat of invisibility is a constant source of insecurity for influencers, who are under constant pressure to feed platforms with content. If they don't, they may be "punished" by the algorithm-having posts hidden or displayed lower down on search results.
Constant online presence leads to one of the most common issues in the influencer industry: mental health concerns. Influencers can connect to their platform workspaces and audience at any time of day or night, which can lead to them overworking. Coupled with the fear of online criticism, it contributes to mental and physical health issues.
Although becoming an influencer may look appealing to more and more people, the industry's dark underside needs to be made visible and improved through enhanced employment regulation and industry-led cultural change.
