I understand [*what* an influencer does](https://www.reddit.com/r/explainlikeimfive/comments/9sx7j8/eli5_what_exactly_is_an_influencer_and_what_do/), and roughly what their role in early-21st-century Western society is, but have a _very_ hard time understanding how it functions as a viable marketing tactic. The whole endeavour appears rather paradoxical for me when I consider that it appears to be widely known that much of the content is either staged or outright fake, but is almost always presented with the impression of being genuine and spontaneous.
In short, what causes consumers to actually be affected by social-media influencers?
*NOTE*: I recognize that most of the answers to this question can just as easily be applied to celebrity culture and “conventional” advertising. Though I find these equally baffling, I’m especially curious about what differentiates influencer-based marketing from these older approaches.
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I don’t see it as vastly different from conventional marketing, although the relationship between product and seller is far murkier. It operates on the same level- envy, illusion of success and lifestyle, connection with fame, etc. And is constructed similarly, in that the fake is presented as real like a burger commercial. Like advertising space, the reach of the seller can dictate the relationship and remuneration.
The sticky part, as mentioned before, is that relationship isn’t always clear. And these sellers attract a lot of people aspiring to sell, but their lack of market is often replaced with an inflated sense of importance and entitlement. This has turned plenty of people against the process, along with dishonest tactics. It’s essentially fake news used by people to hawk shit.
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