Sourdough starters. Luxury brand dupes (or less expensive alternatives to name brand items). Protein smoothies that overflow your body with every single nutrient you could ever imagine needing, or 18 dollar ones at ridiculously expensive grocery stores. All of these things and more can all be called a sort of trend. Things that a random person online one day said, “Hey, what if I filmed myself doing this?” and then got millions of likes on. From fashion and beauty to huge corporations having a 20-something run their TikTok in order to stay popular, social media influencers are everywhere. But what does it mean to be an online sensation?
According to the Oxford English Dictionary, an influencer is “A person who has become well-known through use of the internet and social media, and uses celebrity to endorse, promote, or generate interest in specific products, brands, etc., often for payment.” In other words, influencers, also known as content creators, post on social media for a living, and do it masterfully. I had the opportunity to interview a content creator on who they are and what they do: Jalen Noble, who has 1.2 million followers on TikTok and one million on Instagram. He has taken his respective corner of the internet (and beyond) by storm. For Noble, content creation means to “run [his] own production company” and “sell advertisements on [his] own page.” From Philips Sonicare to Celsius, Noble has worked with a slew of well-known brands that are a part of people’s everyday lives. If you are dying to know how social media stars somehow end up working with the creators of your favorite toothbrush, so was I, and for Noble, the process is as follows: A company can contact him and say, “hey, you have a large platform and audience that we want to advertise to,” to which Noble replies with the price for him to make a video for the company to use. Simply put, “That is basically how they buy ad space on [his] page.” These partnerships have helped build Noble’s platform into a true force to be reckoned with, but his hard work is clear in every post. Noble’s posts range from daily vlogs, taking care of his dogs, making bouquets for his girlfriend, phenomenal creator Monet McMichael, hair care, cool outfits, and even efforts to destigmatize discussions of mental health and therapy. Noble has never shied away from the tough conversations online, and that transparency is rare among male content creators. Noble says he would “love to see more men openly talk about their feelings and emotions, seek help, and normalize mental health conversations amongst men.” Young boys are always told to “man up,” that crying makes them weak and that emotions are not their friend. However, these toxic stereotypes only make it harder for men to grow into themselves, and therefore, male mental health is a crucial conversation to be having. Noble’s goal is to “move the needle” in the male mental health discussion, saying, “I think if the men in this world could create a healthier space for themselves and other men, the world would be a much better place.” It is easy to see that Noble has made an impact in this area and that his efforts are not going to waste. With two adorable dogs, impressively diligent daily routines, and vulnerability, Noble has definitely left his mark on the content creator world.
Everybody follows somebody they love to watch. I posted a poll on Instagram and asked people to tell me their favorite social media influencers, and while the answers varied, the most popular responses were Alix Earle, Brittany Broski, and Tana Mongeau. Earle has been called TikTok’s “it girl,” Broski provides hilarious commentary on her podcast, and Mongeau has been an online icon for years for her jarring storytimes and ability to always make social media drama a bit more interesting. Earle, who is a University of Miami graduate, got famous for showing everyone what products she wears everyday in her almost daily “get ready with me” videos. Earle has amassed 6.6 million followers on TikTok, with posts ranging from days with her boyfriend, Miami Dolphins wide receiver Braxton Berrios, to her struggles with acne and experiences in college. Broski rose to fame because of a short clip of her trying kombucha, and her facial expressions went viral overnight as they were used to compare to other comedic situations. Now, she posts frequently on YouTube and releases weekly episodes of her podcast “The Broski Report.” Her podcast discusses anything from Timothee Chalamet and Pedro Pascal to cosplayers, and has a diehard fan base known as “Broski Nation” (who Broski says she is the tyrannical leader of). Mongeau’s name is known to almost the entire population of YouTube watchers, but not necessarily for good reason. Despite her gripping life stories and fearless opinions on other social media stars, Mongeau has been known to use offensive, vulgar language and get involved with problematic scandals on the regular. The era of YouTube that Mongeau was at her peak in was full to the brim with other iconic creators: Trisha Paytas, Gabbie Hanna, Shane Dawson, Jeffree Star, James Charles, and so many more that there is absolutely no way I could talk about everyone in this article. Online fame is always changing and never eternal, but every single one of these aforementioned creators are without a doubt all household names.
It would be a crime to talk about social media stars without mentioning Coachella. Sarcastically referred to as the “Influencer Olympics,” the legendary California music festival is heading into its second weekend, meaning more outrageous outfits, Instagram posts, and scandals. With performances from Tyler, the Creator, Lana Del Rey, ATEEZ, and more, Coachella weekend one was everybody’s hot topic of conversation (as it always is). There is destined to be some drama to come out of last weekend, and even more out of the upcoming one, and I know I am not alone when I admit that influencer drama is a sort of guilty pleasure. Whether you are in attendance purely for the music or to walk around aimlessly in hopes to meet your favorite music or social media star, Coachella is a melting pot of famous people. What better way to satisfy fans everywhere than to put almost every single content creator and successful musician in a dusty, blisteringly hot desert with overpriced food trucks and ferris wheels?
Content creators are not going anywhere, and there is both a positive and a negative to that. Positive, because creators can use their platforms for support and kindness, making a safe space for people to grow into comfortable versions of themselves. Negative, because there is always somebody causing drama somewhere, and that is always going to end up hurting someone. Do not get so caught up with your favorite creators that you begin to set yourself unrealistic expectations or feel lesser than. You are just as cool as your favorite influencer, just without the millions of followers. But if you also want an army of fans, it clearly is not impossible – just start posting.
