More than a million people are following Hilaria’s Instagram feed as she lifts her leg lifts with babies that defy the human birth cycle.
In a house that appears to be mostly white and cream, with hand-hewn (yet polished) floors devoid of crayons, Legos, or other electronic devices, Baldwin’s feed features a series of perfectly “Facetune” filtered photos and videos of pandemic dance parties. Almost to the nth degree.
Because Hilaria has a lot of posts apologising for being Spanish, I googlized “why is Hilaria complaining she is Spanish?” as I scrolled through her feed. There is an ongoing debate about whether or not she was involved in “a decade-long grift in which Hilaria pretends to be a Spaniard.”
Let me explain this to you, ye few — ye happy few — for those of you who don’t know what I’m talking about.
To put it simply, “influencers” are people who post carefully crafted social media posts where everything about their life appears to be in perfect harmony, often with links to products that make their life look even better. There is a lot of talk about “authenticity,” or the courage to “show up as your authentic self,” share your “authentic life”—and then sell it.
Ads like this are common today. Forget magazine ads; instead, we turn to social media and look at people whose lifestyles we aspire to, and then we buy our very own facsimile of their lifestyle. RewardStyle and LIKETOKNOWIT, an invitation-only content-monetization platform that has been dubbed “The Harvard of Influencing,” are two of the platforms that allow influencers to earn commissions through this transaction.
Stop laughing, because some of these social media influencers are making seven-figure salaries. During the period from October 13 to December 8, 2020, LIKETOKNOWIT saw a 75 percent year-over-year increase in influencer-driven sales, totaling $230 million in sales.