Why You Hate Influencers.. In my opinion (que Tamara Judge voice)… | by Thepinkannals | Mar, 2023

One of the great things about the internet, is that it allows for a cacophony of ideas to thrive. People are able to form communities, bond and philosophise over everything — from the most specialist to the often banal. However, the algorithm(s) have recently introduced me to a subsection of the internet that is not only insightful on human nature but somewhat disturbing.

There is no one name for this group, but they can be characterised by their cynical and snide commentary on the success of influencers. What makes them so interesting, is that as you delve deeper into their character limited think pieces, you realise that these are not nonsensical trolls seeking attention, but fans turned into spiteful and at times hateful pundits.

I know I am not the only one to have seen a version of these statements under posts or videos:

· “I don’t know, something about (insert any successful content creator) just rubs me the wrong way.”

· “What happened to being humble?”

· “Not all of us get to (add any of the following — be rich, be thin, be mentally well or have a significant other).”

At first I thought it was a typical part of being chronically online, till a previous friend of mine started mirroring the sentiments in person. So, I’ve kept an eye on things and a pattern emerged on how this group operates.

The Cycle

1)Relatability

Something about the influencer inspires relatability. It is often the content that allows for vulnerability and openness that sparks the embers of a parasocial relationship with the creator. See my small list of relatable content below (and no it is not exhaustive):

· Disclosure of mental illness e.g., depression.

· Fears around being rejected by potential romantic interests due to personality, weight, sexual orientation etc.

· Financial insecurity/ uncertainty.

· Infidelity/Divorce.

2)Celebration

The content creator overcomes the scenario that made them relatable, and viewers are initially happy for them. But there are two strands of viewers to keep an eye on, they both come to dislike the influencer — but for different reasons.

Viewer A: This viewer had already overcome the creator’s relatable scenario but liked them as they were a reminder of the past and allowed them to provide advice in the comments — in their heads they are mentors/ assumed older siblings to the influencer.

Viewer B: Celebrates as they may still be in the relatable stage and the content creator offers hope for success.

Example of celebratory content:

· Influencer moves into a new rented apartment.

· The creator is going out on more dates.

· Losing weight.

3)Aspiration

The creator’s progress is so inspirational, both types of viewers attempt to replicate their successes. This may include purchasing products and trying similar experiences.

Example of aspirational content:

· The process of decorating a new home.

· Buying a new car.

· Trying on workout wear sent by popular brands and following workout routines.

4)Envy and Resentment

The influencers success continues to grow at a rate faster than the viewers can replicate. As a result, they become envious.

Example of envy worthy content:

· The influencer owns a new home.

· Designer purchases.

· Serious relationship/Engagement/ Marriage.

· Moving to a new country/state.

Viewer A: Is dissatisfied as they feel the creator has progressed past them, even though in their minds, they were ahead of the influencer at one point.

Viewer B: May still be stuck in the scenario that made the influencer relatable. They are angry about their lack of progress and begin the feel powerless in the face of others success.

It is at this stage that entitled comments like “you would not be here without us” and “don’t forget where you come from” begin to attract more likes.

Another interesting occurrence appears at this stage, viewers resent the ease of the influencer’s success. For all this talk about everyone enjoying a life of fulfilment with minimal work. Social media audiences require a struggle to success ratio i.e., the more dirt you swallow the more “deserving” you are of success. They want you to earn it, justify it — every ounce needs to be counterbalanced by a morbid story of suffering. And low betide if you do not meet this fictitious ever moving barometer of strife, you are punished as privileged.

5)Fiction — Attempts To Qualify The Bitterness

However, you and I both know that saying you hate someone for their success and that you are envious is a BIG no no. We frown at that — after all, envy is a gutter emotion. So, the viewers do something even more brilliant, they create fiction to justify their dislike. The content creator changed, capitalism, they are out of touch etc. A treasure trove of other words are bungled together to support a narrative to conceal bitterness.

6)Attempted replication

The viewers will continue to hate watch, leave nasty comments, and maybe even use alternative platforms to meet with others who now dislike the influencer. From this cauldron of envy, will spring forth replication. The smarter ones will realise that they have a captive audience bonding over one thing — their disdain of influencer success. So, they’ll become influencers themselves to champion the talking heads. Afterall, if you can’t beat them, join them.

Please note that this breaks into two strands. Those that are successful at building platforms that “expose” influencers will quickly find themselves in a bind when the pattern loops on them. After a short while they too will stop being “relatable”, comments about privilege will mount and fiction will emerge. Those that fail to create platforms of their own, will return to the forums war torn and bitter.

Conclusion

In my opinion (que Tamara Judge voice) the hatred of influencers is rooted in entitlement and control. You develop a one-sided relationship with them on grounds they are not aware of and attempt to force them to stay within those parameters. The moment they do what people do (change, grow, adapt) you feel rejected and left behind. However, because you feel your views and subscriptions “made” them you can’t just leave i.e. block and move on. You, like a scorned ex, must stay and reap some sort of sick and twisted reward. Now you are anonymously venting on some forum and tracking their every move.

Now, this is my humble theory rooted in no science but observation — so take it with a pinch of salt. What I hope this piece highlights, is that we are nowhere near as progressive as we think we are. Everyone needs to seek introspection of themselves and question not only why we use social media but what we expect to gain from the experience. Because if you enter the realm with raw wounds, it is sure to touch salt.