Intelligence Squared Business Weekly: How influencers break the internet
Jan 10, 2022
Olivia Yallop, a strategist and author of 'Break the Internet', dives into the intricate world of the influencer economy. She shares her firsthand experiences from a VIP influencer party and an influencer bootcamp. The discussion examines how influencers have evolved from hobbyists to major cultural players and the psychological pressures they face behind the glamour. Yallop also explores the implications of teaching influencer culture to children and how platforms like TikTok are reshaping content creation and authenticity in the digital age.
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Media and Influencer Dynamics
- Olivia Yallop discusses the evolving relationship between traditional media and influencers.
- Initially intertwined, they became adversarial as budgets shifted, though now a re-integration is occurring.
X-Factor and TikTok
- Yallop attended an X-Factor recording where TikTok stars competed alongside traditional contestants.
- This exemplifies the blurring lines between mainstream media and influencer culture.
The Nature of Influence
- Influencers are a digital evolution of celebrity, blurring the lines between amateur and professional.
- They cultivate authenticity while simultaneously performing for an audience, collapsing the traditional distance between celebrity and fan.
