The Truth Behind Influencer Popularity: Is It a Scam?
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Chapter 1: Understanding the Influencer Phenomenon
Recently, Seth Godin sparked considerable debate with his blog post titled “The real scam of influencers.” In his view, the pursuit of online popularity is an unviable business strategy. Instead, he advocates for a focus on meaningful work rather than superficial measures of popularity like "likes."
He highlights several key points:
- There are countless individuals aiming for fame on platforms like Instagram, investing in trendy outfits and searching for their own version of charm, all aspiring to become the next big name.
- The dynamics of high school social circles still influence adult behavior.
- The illusion is that the quest for attention will yield significant rewards for many, but the statistics don’t support this notion. While a few may hit the jackpot, most won’t.
- The actions required for gaining popularity (the only metric platforms emphasize) often diverge from those that would lead to genuine effectiveness or satisfaction in one’s work.
This perspective resonates with our intrinsic belief that meaningful contributions matter more than the fleeting fame of social media personalities. However, Godin’s stance seems disconnected from both scientific insights and societal trends.
Before elaborating on why I find Seth's views on the influencer scam to be somewhat misaligned, I want to express my understanding of his position. I gather from his writing that he may not have been the most popular individual during his formative years—much like myself. I wasn’t a standout athlete or a prominent figure either, often feeling isolated during my school years.
Like Seth, I have not engaged in the popularity contest that is prevalent online. If I have any recognition, it likely stems from the quality of my work rather than networking prowess. I prefer deep discussions with friends over superficial interactions aimed at enhancing my reputation.
Despite this, there is an undeniable truth that Seth seems to overlook: popularity is significant.
The Case of the Charismatic Executive
In my experience in corporate sales, I had a colleague, Jim, who was exceptionally well-liked. A former star athlete, Jim maintained his impressive physique well into his forties. His charm and willingness to help endeared him to many, even leading customers to invite him to personal events—something quite rare in the business world.
When the company faced challenges, they would often send Jim to calm the situation, as his likability made him a safe choice. His popularity propelled him quickly up the corporate ladder, landing him a key marketing role overseeing our Asian operations.
Yet, despite his success in building relationships, Jim struggled in this new analytical position. When his supervisor sought my opinion over dinner, I asked, "Is Jim intelligent?" After a long pause, he replied, “I’m not sure.”
This uncertainty was revealing. Jim’s rise was primarily due to his popularity, but when placed in a role that required analytical skills, he faltered. If only he were to return to a role that leveraged his strengths in relationship-building, he would thrive again.
Popularity and Its Impact
This illustrates a fundamental truth: popular individuals often advance. Whether we agree with this or not, it is a reality we must confront. Research indicates that popularity has lasting effects, influencing everything from academic success to health outcomes.
As stated in Scientific American, “Findings suggest that popularity in youth can predict future success in education, career, and even physical health.” Those who were not well-liked in their youth are statistically more susceptible to various health issues later in life.
Popularity is not merely a trivial aspect of social dynamics; it's a significant factor that shapes our realities.
The Reality of Social Media Influencers
As someone who was not part of the popular crowd in school, the influence of social media can feel unjust. Like Seth, I wish for a meritocratic society. But wishing won’t change the facts: our world rewards popularity, and there’s no denying this.
Social media figures, akin to high school royalty, have effectively harnessed their popularity to become influencers. It’s a logical move given the potential for substantial financial gain. While it may seem trivial, these influencers are adept at selling products.
In our youth, we emulated the style of the popular kids, and this behavior persists into adulthood. As a marketer, my objective is to drive sales, and if influencers can assist in that endeavor, then their role is invaluable.
Chapter 2: The Influencer Debate Continues
In light of these discussions, I invite you to explore the following insights:
Examining the myths surrounding influencer marketing and its real implications.
A TikToker reveals the truth behind influencer scams and highlights the realities of social media fame.