I am not sure what was the larger purpose of the article- I really think influencers are overrated. I have personally worked in this field- and I have had influencers behave worse than many celebrities. Do what you will with this number- a dubai based Indian influencer quoted 8 lakhs for a maternity clothing post- and what will she deliver? Well there is no accountability.
While celebrities are bounded by contracts, influencers bear no responsibility. Moreover, all of them want the script to be written by brands.
I am not saying that influencers don't build trust- some of them do- but they are highly unorganised and brands are operating in a bubble. It's hard to do a like by like comparison of these two very different industries. It's naive of us to think that they do authentic posts and recommend things that they try.
You know, I have been cringing at what Bollywood has become for over a decade now. And I used to wonder, I must be mad, because the whole world likes it. Turns out, the missing piece was this 'influencer angle' to put it all into perspective. Now my cringing actually makes sense. Like, I can finally put a finger on the real reason why there's a personal disconnect from these bollywood stars.
That said, I also feel like the sheer accessibility of becoming an influencer, makes the people less and less credible. On one hand, their entire narrative could be fabricated and on the other, their work could be extremely shallow. Either way, influencers are not the go-to experts (at least for me).
I (like many) stand at a point where I can neither trust a brand being endorsed by a mainstream-celeb or an influencer. Because everything is agenda driven. And unless there comes a way to track the credibility of public figures (influencers or not), I won't develop conviction on this as a career option.
I am not sure what was the larger purpose of the article- I really think influencers are overrated. I have personally worked in this field- and I have had influencers behave worse than many celebrities. Do what you will with this number- a dubai based Indian influencer quoted 8 lakhs for a maternity clothing post- and what will she deliver? Well there is no accountability.
While celebrities are bounded by contracts, influencers bear no responsibility. Moreover, all of them want the script to be written by brands.
I am not saying that influencers don't build trust- some of them do- but they are highly unorganised and brands are operating in a bubble. It's hard to do a like by like comparison of these two very different industries. It's naive of us to think that they do authentic posts and recommend things that they try.
You know, I have been cringing at what Bollywood has become for over a decade now. And I used to wonder, I must be mad, because the whole world likes it. Turns out, the missing piece was this 'influencer angle' to put it all into perspective. Now my cringing actually makes sense. Like, I can finally put a finger on the real reason why there's a personal disconnect from these bollywood stars.
That said, I also feel like the sheer accessibility of becoming an influencer, makes the people less and less credible. On one hand, their entire narrative could be fabricated and on the other, their work could be extremely shallow. Either way, influencers are not the go-to experts (at least for me).
I (like many) stand at a point where I can neither trust a brand being endorsed by a mainstream-celeb or an influencer. Because everything is agenda driven. And unless there comes a way to track the credibility of public figures (influencers or not), I won't develop conviction on this as a career option.
The tea I needed today