Image for post
Image for post
A banknote for the purposes of visualising a tax

The Influencer Tax

The world used to be so simple — which is actually true for once because in marketing everything really used to be better before, or easier anyway (more on that later, at least from the perspective of taxpayers). Essentially between 1950 and 2007 all that mattered for brands was to feature in the three national daily and weekly newspapers and to have an agency that made a good TV spot available in order to appear on the three or four relevant TV channels and somehow stick around there with the message.

child-authors
Sep 12, 2018 · 5 min read
Image for post
Image for post
[Cartoon Sprechblase] It’s YouTube week! Picture credit: https://www.ariplikat.de/cartoons/page/47/

A Social Tax is payable by companies that have become disconnected from their target group

Companies floundering in the confusion of the web no longer have any idea of how to reach their target group and so just pay a tax to become relevant again. Even if most of them don’t stay relevant for long! As with any tax, it has to be paid annually (or monthly) if it is to appear briefly a second time on an Instagram feed or in one of the many hype blogs that have long since become the “gatekeepers of cool”.

Image for post
Image for post
Image for post
Image for post
At work: fashion designer Abloh and influencer Abloh

But they also bring an alternative stream of public opinion with them, namely their own followers on Twitter, Linked-In, Facebook and Instagram.

The media can report what they want, rejoice or groan, criticise, analyse, decode. In the end with its CEO the company gets a mouthpiece and publicity that the media compete with (Twitter is Trump’s alternative stream of public opinion). This phenomenon is Social Tax, too. It has to be paid by all companies that do not have a charismatic tweeting CEO and cannot use social media beyond PR banter. Take Theranos for example. If Elizabeth Holmes had not withheld information and if she had been able to muster the above-mentioned alternative stream of public opinion, would her fall have been so hard? Would she have fallen at all? Or a counterexample: would Tesla still be around without Elon Musk? Would it be so valuable?

child

child kollaboriert mit ambitionierten Unternehmen, um sie…

child-authors

Written by

central account of all writers @child-studio

child

child

child kollaboriert mit ambitionierten Unternehmen, um sie bei der Digitalisierung durch radikale Vereinfachung von Null auf Eins zu bringen.

child-authors

Written by

central account of all writers @child-studio

child

child

child kollaboriert mit ambitionierten Unternehmen, um sie bei der Digitalisierung durch radikale Vereinfachung von Null auf Eins zu bringen.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store