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Social media influencers are just modern-day marketing executives
Social media influencers are just modern-day marketing executives

An influencers job is to project and advertise a version of themselves to inspire others to buy products. They are, to put it rather crudely, a brand in themselves. Their furloughless livelihoods depend on living a commercially sponsored life to sell things to us. They are no different from the adverts plastered on the television.

It is their job to influence themselves to us through consumer brands. The same way Gary Lineker encourages us to chomp on Walkers crisps or Joan Collins in the 1980s, posing luxuriously in exotic settings, to influence us that drinking Cinzano vermouth will give us the same flamboyant lifestyle.

Social media influencers are just modern-day marketing executives
Social media influencers are just modern-day marketing executives

This could not be done in a corner of a soggy British garden. You cannot sell a brand or an idea without a stage to put it on. We do not condemn other kinds of jobs that require travel such as photographers, actors, models, etc. Being an influencer (marketing executive, if a more professional title is needed) is a career path. Companies realise this. It is a legitimate aspect of the marketing industry and a legitimate part of life.

Influencer Holly Smiths online vlog showed the unboxing of food ordered from the website of Halifax business Cut Price Barrys, to help people save money. She went undercover rather than being paid and the authenticity made the savings more attractive. This led to 80m visitors trying to visit the site. The power of the social media influencer is more than a tiny online puddle, it can create waves. They are exceedingly powerful allies in the marketing world. Companies flourish on the rise of content creators and in turn so does the economy.

With the younger generation veering away from mainstream television to view most of their entertainment online, it is not surprising that a massive amount of influencers have taken root in this preferred viewing habit.

It is a job, they provide a service and are paid for it. We may not consider it as being