ICYMI | 9-to-5 Influencers and Social Media’s Relatability Trap

Candice Lim and Kate Lindsay are joined by Slate senior culture editor Jenny G. Zhang to discuss @Hubs.Life, an influencer who made content about his 9-5, only to become so successful, he quit. Connor Hubbard first gained traction online for his day in the life videos which were interesting to some, depressing to others. Despite their low entertainment quality, Hubbard’s TikTok videos gained him nearly 1 million followers from people fascinated by his typical life working a corporate job. Then, Hubbard announced he had quit his job to pursue content creation full-time, going as far as renting out a co-working cubicle to continue making content for his fans. Has Hubbard fallen into social media’s relatability trap, and why did Hubs Life’s unconventional attempt at rebranding fall flat for some viewers?

This podcast is produced by Olivia Briley, Daisy Rosario, Candice Lim, and Kate Lindsay.

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