The Influencer Relatability Curse
In the ever-evolving social media landscape, influencers significantly shape trends, attitudes, and consumer behavior. One typical trajectory in the journey of many influencers involves gaining popularity by creating relatable content. However, a curious phenomenon often accompanies this rise to fame. As influencers accumulate followers, their relatability can change, leading to different content for their followers.
In the early stages of their careers, many influencers gain traction by sharing relatable experiences, thoughts, and challenges. Showing their school routines, 9-5's, and "normal people" problems fosters a sense of connection between an influencer and their audience. Emma Chamberlain became famous on YouTube by simply documenting her daily life, sharing her coffee addiction and constant need for a Carmex lip balm.
Image Courtesy: Emma Chamberlain via Youtube
Chamberlain's meteoric rise on YouTube can be attributed to her candid and unfiltered approach to content creation. She became a digital sensation by transforming seemingly ordinary activities, as some of her first videos are titled Taking My Drivers Test and FIRST TIME DRIVING ALONE, into fun adventures. Her authentic personality and genuine vibes resonated with a wide audience, especially the younger demographic, catapulting her to stardom.
As influencers accumulate more followers, their approach to creating content evolves. The desire to maintain and expand their audience may prompt them to move away from personal and relatable content and towards more polished and curated material, which could change the tone and style of their posts.
A TikTok posted by creator @ashneufit, captioned, "when ur fav 9-5 creator quit their job to become a full-time influencer, so now they're no longer relatable," was met with comments in complete agreement. "Omg it happens so much.." one user wrote. "It's SO TRUE," says another. This transformation can alienate the audience initially connected with the influencer's authenticity.
In the comments, beauty influencer Monet McMiachel was mentioned several times, as her content started with her being a student in her last year of nursing school. However, as it goes for many influencers, she decided to become a full-time influencer, which entails working with brands and going on fancy trips.
The allure of partnerships with high-end brands, front-row seats at fashion shows, and the associated lifestyle bring external pressures that influenced the evolution of content from Emma Chamberlain and Monet McMichael. Regularly promoting brands through partnerships, sponsorships, and collaborations can contribute to the erosion of an influencer's relatability. In the constant pursuit of fame and popularity, their priorities may shift. The demands of managing a growing online presence and the need to align with certain brands or adhere to specific image standards may lead influencers to present a lifestyle that becomes increasingly "aspirational" and can overshadow the initial connection with their audiences.
Monet McMichael walking the L'Oréal fashion show during SS24 Paris Fashion week.
Image Courtesy: Stephane Cardinale/Corbis via Getty Images
For audiences, witnessing significant changes in their favorite influencers can be disheartening. The relatable figure they once connected with may seem like a distant memory as the influencer's content takes a different direction. This detachment from the day-to-day struggles and relatable experiences can leave followers feeling disconnected and sometimes even betrayed, as the familiar, authentic voice they resonated with seems to fade away. Sometimes, influencers are met with backlash because of changes, leading their followers to lose interest and move on.
However, it's important to note that gaining popularity is not a negative development. As influencers grow in numbers, so do their opportunities, reach, and impact.
Influencers can gain fame while still staying true to themselves and maintaining authenticity that resonates with their audience. Growth and evolution can be positive for influencers, allowing them to explore new content styles, collaborations, and ventures. By embracing change, they can create more authentic and grounded content while remaining true to their values.
Brittany Broski is a popular influencer known for her humorous content. Her first viral video became the source of multiple memes, propelling her into the mainstream. Previously, she worked in trust and investment at a bank, but after being fired, she decided to fully pursue creating content. Her content, which showcases her being the biggest fan of multiple artists such as Harry Styles and Hozier, has contributed to her growing numbers and following as people found her relatable. Her fame has allowed her to meet artists she admires, walk the red carpet, and continue creating content, just as she has since day one.
Image Courtesy: Brittany Broski via Instagram
Social media is a landscape where followers invest in content and the personalities behind it. The journey of influencers like Emma Chamberlain, Monet McMicahel, and Brittany Broski illustrates the delicate balance between authenticity and the pursuit of popularity. While the initial relatability may attract a diverse and engaged audience, growth and change can attract new ones. Either way, for influencers to remain relevant, they preserve their genuine connection with followers by staying true to themselves.
Strike Out,
Morgann Rhule
Boca Raton
Morgann (yes with 2 n’s) is the Web Director and a content writer for Strike Magazine. Her best friends describe her as a shopaholic bookworm who gives the best advice. Born in Jamaica, she wears it proudly with a beaded red, green, and gold necklace she never takes off. You can reach her on insta @morgannrhule or email morgannrhule@gmail.com
