I’m not entirely sure when exactly “influencer” became a widely accepted job title, but I do vividly remember when I first heard it that I felt “…we probably shouldn’t make that a thing”. And in 2024, I stand by that. I find it horrifyingly dystopian that we live in a world where people are unironically referred to as “influencers” — and, perhaps even worse, there are people out there who see “influencers” as somehow inherently more trustworthy than traditional media.
The traditional media has its problems, of course, and it always has done. But there has always been a certain separation between editorial and commercial content — and when there isn’t, it is clearly demarcated. There are no such demarcations when it comes to “influencer marketing” — and, from where I’m sitting, there appears to be absolutely zero scrutiny or oversight of how “influencers” are doing business, with minimal obligations for them to share the fact that they’re being paid to say things.
The scourge of “influencers” is a universal one, but obviously my most direct experience with it is in the world of gaming. One of the most common criticisms thrown at old-school games journalists is that they’ve been “paid off” by publishers to do things a certain way — either to inflate a product’s review scores above what it is perceived to “deserve”, or perhaps to disparage rival products.
Having spent several years in the industry, I don’t doubt that there have been occasions where that goes on. And there have been plenty of related incidents, too, with probably the most famous being “Gerstmanngate”, where a writer was let go from Gamespot for giving a bad review to a game whose publisher had spent a considerable amount on advertising said game.
Most people would agree that a games journalist being in the pocket of a publisher is a bad thing. I don’t believe it goes on nearly as often as the most insufferable people on the Internet think it does, but I think we can all agree that if money changes hands in this way, the “journalism” on the thing in question is compromised.
And yet the same people who would take a games journalist to task for accepting money from a publisher to cover a game are all over the world of “influencers”, believing that having your face on YouTube makes you inherently more “real” and “trustworthy” than those people who hid behind all those pesky written words. And “influencers” (no, I’m not going to stop with the scare quotes, I fucking hate the term) are openly accepting paid promotional deals, then covering the products in question. Some of them remember to disclose this; not all do. But regardless of whether or not any disclosure is going on, how is that any fucking different?
I find it absolutely unfathomable that “influencers” accepting money for coverage of things is apparently just tickity-boo, whereas the exact same thing was one of the worst accusations you could throw at a games journalist. How does that make any sense whatsoever?
I feel mostly immune to influencer marketing, but it’s very clear that the younger generation in particular are very susceptible to it. And it’s dystopian. It’s horrible. And it’s one of those things that we can’t just “walk back” any more, because the influencer “industry” has become so massive over the course of the last decade or so.
I saw someone argue earlier that we’re probably overdue for a brand new “segment” of the Internet, like how we once had stuff like Telnet and Gopher alongside the World Wide Web. If the Web has become this utterly devastated late-stage capitalism wasteland, perhaps it’s time for people to move on to something else? And no, not the fucking Metaverse. Honestly, at this point, I’d welcome the ability to engage with a fully text-based Internet that wasn’t 99% controlled by advertisers. Then we can leave all the “influencers” and their mindless zombie followers to it, and build something better elsewhere.
And then wait for that to be ruined. Still, it might be fun for a few years at least, before the Brands find it.
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