Social Media & Internet Influencers

The modern concept of celebrity is an ever-expanding notion that continues to change and expand with technology and culture. No phenomenon is more indicative of this truth than the emergence of the “social media” personality; the “internet influencer” who has risen to prominence for no other reason than simply existing in an online environment monitored twenty-four hours a day, seven days a week, year round.

Sociologists today agree that what we consider Generation Y, or Generation Z, or the “millennials” do not look to traditional forms of media for their idols. In the 1980’s, a teenager might be looking to teen magazines for images and articles on their favorite musicians and actors; today’s teenagers and young adults look to Instagram, Twitter, and Facebook for the same. And the people they find there transcend simplistic notions of “celebrity”; the new celebrity is as likely to be a blogger or model as he or she is likely to be an actor or musician.

These social media and internet influencers propel their own fame often without agents or managers, simply by garnering millions of “followers” on various online forums. With strong cult followings, they steer the conversation and the trend to whatever they wish, in however way they wish to do so—whether it be fashion, art, politics, or another focus. Once the million followers have been amassed, the social media personality is then in high demand for traditional agent representation, corporate sponsorship deals, or even television or film deals.

In fact, even publications such as Forbes have reported recently that—statistically, at least—YouTube and Instagram celebrities are more likely to influence the millennial generation even more than what we might think of as the “traditional” celebrity (the actor or musician.) With nearly $1.5 trillion in purchasing power, millennials are less likely to be influenced by their favorite actor and far more likely to be try a new brand or product if recommended by a recognized Instagram or YouTube celebrity. They are also far more likely to trust the advice of said online celebrity, regardless of expertise on any given subject.

Notable contemporary social media influencers include bloggers, models, and personalities such as: Arielle Vanderberg, Grace Helbig, Hayes Grier, Ingrid Nilson, Josh Peck, Markiplier, and Connor Franta, whose memoir “Work in Progress” chronicling his rise to internet fame is also a best selling book. These individuals are matched by the growing accessibility of influential online personalities whose presence is often informed by activist-driven agendas, such as Chris Hughes (former Director of Online Organizing for Obama); Gary White (Matt Damon’s partner for the water.org initiative); and Matt Flannery, who introduced the principals of microfinance to the masses via social media.

Society and business can no longer deny the power of social media and its ability to influence the masses in myriad of ways. From politics to fashion; art to literature, this new genre of celebrity is undoubtedly here to stay.

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