This video explores why people dislike influencers. The speaker, Nicole, who identifies as somewhat of an influencer herself, examines the definition of "influencer" versus "content creator," arguing that the distinction lies in the content's intention (selling versus educating/entertaining). She then analyzes reasons for the negative perception of influencers, including perceived low effort, narcissism, and the sometimes deceptive nature of brand deals. Finally, she discusses the role of jealousy and misogyny in the criticism directed toward influencers.
Nicole distinguishes influencers from content creators primarily by their intention. Influencers create content specifically to promote products or services, while content creators aim to provide value through education or entertainment, with monetization as a secondary concern.
Nicole points to several behaviors that contribute to negative perceptions of influencers: flaunting wealth (real or perceived), creating seemingly effortless content that masks considerable behind-the-scenes work, deceptive marketing practices (such as not disclosing sponsored content), and exhibiting entitlement by demanding special treatment. She also notes that influencers who cause disturbances or exploit others to create content are particularly disliked.
Nicole argues that a significant portion of the negativity toward influencers stems from jealousy and insecurity. People who are unhappy with their own circumstances may resent the perceived ease and financial success of influencers. She also suggests that misogyny plays a role, particularly in the criticism directed towards women influencers in traditionally feminine spaces, where their success is often dismissed or mocked.
