The Evolution of the Influencer Economy

This chapter examines how TikTok has transformed the influencer economy by prioritizing relatable content over curated perfection. It discusses the complexities of influencer culture, highlighting shifts in power dynamics, commercialization of personal relationships, and the emergence of everyday individuals as influencers. Additionally, it outlines the progression of influencers from mere advertisers to innovative brand creators, raising important questions about equity and the future of this dynamic industry.