The Twilight of Digital Influencing
Recent movements have rethought the role of digital influencers. What does it mean, in fact, to be influent?
In the middle of a period marked by massive internet consumption in everyday life, the label of “digital influencer” still causes a certain strangeness, so to speak. It is unusual, for example, to watch a newscast and come across an interviewee who is credited with such a label — when I saw it, I confess, I couldn't believe it.
Besides that, calling yourself a “digital influencer” sometimes ends up being a joke for content creators with considerably few followers on social networks, and ends up being a reality for those who can boast their hundreds of thousands of them.
On the other hand, a debate has settled on social media — the same that, for these people, is a work tool. The role of the digital influencer itself has not been questioned, but the target of the important analyses is trying to identify what is their function itself — and their real degree of influence.
There are profiles known for advertising products, brands and services to their followers, but there are also users who take the meaning of “influence” to the letter and propose debates, expose their world-views, declare their political positions and opinions — regardless of partisan position.
The latter, in turn, have conquered their space in virtual arenas, becoming the great vectors of this strand that cast the doubt on what is, in fact, to be an influencer. And it is increasingly common for personalities from the other group to be pressured to position themselves, especially in times of turbulence and injustice — like the ones we are living.
Since the 2018 Presidential Election in Brazil, singer, songwriter Anitta has been constantly charged on the internet. After that, she decided to study politics to be able to express her positions with conviction. Helped by lawyer and CNN Brasil host and commentator Gabriela Prioli, the singer learned since the very basics, like what is considered as leftist and rightist through a live broadcast on Instagram, flooded by positive comments.
Owner of the second most watched YouTube channel in the world — and the only Brazilian among the top ten— , Felipe Neto has heated the debate by positioning himself against the then Presidential candidate Jair Bolsonaro, in 2018. Since then, Felipe has engaged in various movements against decisions and acts by President Bolsonaro and his allies, such as in the case where he bought and distributed for free more than 10,000 LGBTQ+-themed books censored by former mayor of Rio de Janeiro, Marcelo Crivella. Neto has even been interviewed on TV Cultura’s Roda Viva, one of the most traditional and important talkshows on Brazilian TV.
At the other side, blogger Gabriela Pugliesi caused outrage by breaking social distancing and hosting a party at her house. She claimed that, because she has been "cured of COVID-19," she did not inspire any more danger. Pugliesi has been pressured because, days before, she had posted quarantine feeding tips and recommended wearking a mask — in addition to, of course, making users wonder about who they follow and consider as an influencer.
Nevertheless, these influencers subvert the algorithms and “bubbles” by publishing opinions and, when replicated — both by those who agree and (usually, in most cases) those who criticize — , they end up reaching higher audiences, and succeed in reaching their target audience.
The movement which seeks to question the intentions of influencers not only ignites an alert to influencers, but also unmasks follower buying schemes and even mass shootings of misinformation and fake news. Generally speaking, it is up to each one to understand their own role, the demands of their audience, who wants to feel represented and, especially, the impact that their actions have on people's lives.
