The allure of social media influencing has Influencer Careers captured the aspirations of up to 1.3 million young individuals in the UK. A 2019 poll revealing that children preferred being YouTubers to astronauts brought attention to the growing desire to earn a living through creating online content. However, beneath the glossy exterior of the influencer lifestyle lies a landscape of precarious income, pay disparities based on gender, race, and disability, and a range of mental health issues, according to research conducted by experts in the field.
The global influencer market, estimated at $13.8 billion (£11.2 billion) in 2021, has seen individuals like Zoella and Deliciously Ella amass considerable wealth, with respective net worth figures of around £4.7 million and £2.5 million. However, success stories are a minority, and many aspiring influencers find themselves contributing free work for corporate brands.
Brooke Erin Duffy, a social media economy expert, underscores the stark gap between lucrative influencer careers and those who struggle to gain financial traction in the industry. The disparity in financial success is highlighted by instances where passion projects become unpaid work for major brands, leaving many influencers without significant compensation.
A report from the UK Parliament’s Digital, Culture, Media, and Sport (DCMS) committee in April 2022 highlighted the pervasive issue of pay disparity in the influencer industry. The report pointed out gender, race, and disability pay gaps, with a 2020 study from the MSL group indicating a racial pay gap of 35% between white and Black influencers. Influencer Pay Gap, an Instagram account, has since shed light on these disparities, amplifying voices and stories from influencers experiencing pay gaps, not just based on race but also disability and LGBTQ+ status.
In addition to pay disparities, the DCMS report identified a lack of employment support and protection for influencers, who are predominantly self-employed. The absence of industry standards and pay transparency leaves influencers vulnerable to undervaluing their creative labour, often working without the protection afforded by permanent employment, such as sick pay and holiday entitlement.
Algorithmic influence also plays a significant role in shaping the success of influencers, as platforms determine the visibility and reach of posts. The lack of transparency regarding algorithms leaves influencers in a constant struggle for visibility, often resorting to sharing intimate aspects of their lives in an attempt to maintain relevance.
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The threat of invisibility, coupled with the pressure to continuously produce content, has given rise to mental health concerns within the influencer community. The ability to connect with audiences at any time of day or night blurs the line between work and personal life, leading to excessive working hours and mental health issues like burnout. Online visibility also exposes influencers to potential abuse, affecting their mental and physical well-being.
As more individuals aspire to become influencers, the industry’s dark aspects call for increased awareness and action. Enhanced employment regulations pay equality initiatives, and cultural changes within the industry are essential to address the challenges and safeguard the well-being of those pursuing a career in social media influencing.
