Blog #7: EOTO - Online Influencers
As the name suggests, Online Influencers are meant to influence.
Typically these are people with large followings on a social media platform whose popularity enable them to have a major impact on their viewers. Compared to Content Creators, “they aim to influence their audience's opinions and buying decisions”. While Online Influencers can also have their own style or type of content accompanying the promotion of products, the main goal is still to sell something to their audience.
Influencing is truly the job: and the only aspect of the job.
You see it constantly: ‘here’s my daily routine as an influencer’ and the video starts with unsubtle advertisements for various brands the Influencer may not even actually be using; leading into some vague ‘work until 5pm’. And yet that work seems to be making money given their extremely lavish lifestyle..jpg)
But the lifestyle is essential to the marketing. They're selling you the idea that your life could look like that if you click on the link below and buy everything on the list. Online Influencers relied on the appeal of a relatable, trustworthy recommendation.
In January 2025 when we had the jump-scare that TikTok was going to get banned. A lot of Influencers who relied on the platform for their income had ‘confessionals’ about how they ran their business. Many of which admitted that they never used the products they marketed.
They admitted they never used the products. The 12-step skincare routines were staged. The hauls were free PR packages. "Come shopping with me" items were put right back on the shelf after filming. The influence was real, but the authenticity was not.
Thousands of people were influenced— sold a product by someone who marketed themselves as trustworthy and relatable. It worked because it didn’t feel like a big company shoving its brand down your throat, it felt like “a recommendation from a friend rather than a sales pitch”. But at the core there was always the same purpose: advertising.
A major issue I’ve noticed Online Influencers have introduced is the need for a referral. I myself am guilty of this: say I’m thinking of getting some new sneakers. The first step is to go onto social media and see what’s been recommended. I’m not the only one, I constantly see videos of people asking the internet ‘what are we wearing’ or ‘what do we think of this outfit’.
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We’ve been trained to seek the opinion of the market before even trying something ourselves. It makes it easier for companies to control what people buy. Instead of having to test the quality of something, or explore my options and find out what fits for me— I’m looking to see what I’m told should work best.
Online Influencers are notorious for using the method of marketing they convince you there’s a problem and then present you with the consumable solution:
'My MUST-haves for a hot girl summer' carries the implication that if you want to look attractive during the summer, you should be buying everything on the list. 'This workout hack is what finally helped me build muscle' suggests there's something wrong with just going to the gym, and if you buy this product, you'll achieve the results you're seeking.
The subliminal message is that the choices you're making are wrong. That you couldn't have done this without some product. Because as you'll quickly notice, the solution provided is never something that can be taught: it must be bought (and if you're like me and hate accidental rhymes, click the link in my bio for a free trial of my favorite writing editor).
This teaches our generation not to have our own opinions. To instead defer to Influencers for what to wear, what to buy, what to eat, where to shop, and what to like. The process of self discovery is monopolized for consumerism.
Typically these are people with large followings on a social media platform whose popularity enable them to have a major impact on their viewers. Compared to Content Creators, “they aim to influence their audience's opinions and buying decisions”. While Online Influencers can also have their own style or type of content accompanying the promotion of products, the main goal is still to sell something to their audience.
Influencing is truly the job: and the only aspect of the job.
You see it constantly: ‘here’s my daily routine as an influencer’ and the video starts with unsubtle advertisements for various brands the Influencer may not even actually be using; leading into some vague ‘work until 5pm’. And yet that work seems to be making money given their extremely lavish lifestyle.
.jpg)
But the lifestyle is essential to the marketing. They're selling you the idea that your life could look like that if you click on the link below and buy everything on the list. Online Influencers relied on the appeal of a relatable, trustworthy recommendation.
In January 2025 when we had the jump-scare that TikTok was going to get banned. A lot of Influencers who relied on the platform for their income had ‘confessionals’ about how they ran their business. Many of which admitted that they never used the products they marketed.
They admitted they never used the products. The 12-step skincare routines were staged. The hauls were free PR packages. "Come shopping with me" items were put right back on the shelf after filming. The influence was real, but the authenticity was not.
Thousands of people were influenced— sold a product by someone who marketed themselves as trustworthy and relatable. It worked because it didn’t feel like a big company shoving its brand down your throat, it felt like “a recommendation from a friend rather than a sales pitch”. But at the core there was always the same purpose: advertising.
A major issue I’ve noticed Online Influencers have introduced is the need for a referral. I myself am guilty of this: say I’m thinking of getting some new sneakers. The first step is to go onto social media and see what’s been recommended. I’m not the only one, I constantly see videos of people asking the internet ‘what are we wearing’ or ‘what do we think of this outfit’.
.jpg)
We’ve been trained to seek the opinion of the market before even trying something ourselves. It makes it easier for companies to control what people buy. Instead of having to test the quality of something, or explore my options and find out what fits for me— I’m looking to see what I’m told should work best.
Online Influencers are notorious for using the method of marketing they convince you there’s a problem and then present you with the consumable solution:
'My MUST-haves for a hot girl summer' carries the implication that if you want to look attractive during the summer, you should be buying everything on the list. 'This workout hack is what finally helped me build muscle' suggests there's something wrong with just going to the gym, and if you buy this product, you'll achieve the results you're seeking.
The subliminal message is that the choices you're making are wrong. That you couldn't have done this without some product. Because as you'll quickly notice, the solution provided is never something that can be taught: it must be bought (and if you're like me and hate accidental rhymes, click the link in my bio for a free trial of my favorite writing editor).
This teaches our generation not to have our own opinions. To instead defer to Influencers for what to wear, what to buy, what to eat, where to shop, and what to like. The process of self discovery is monopolized for consumerism.
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