Duffy: When the Product is You
Introduction to Influencers and the Creator Economy
Author: Brooke Erin Duffy
Position: Associate Professor, Department of Communication, Cornell University
Keywords: Creator Economy, Influencers, Visibility, Vulnerability, Gender, Harassment, Social Media
Publication: NIM MARKETING INTELLIGENCE REVIEW, VOL. 17, 2025, DOI: 10.2478/nimmir-2025-00007
The Allure of Influencer Careers
Overview:
Being a social media influencer is perceived as a dream job.
The creator economy is a subsector of the online marketplace valued at over USD 250 billion.
Cultural Significance:
The creator economy is reshaping culture, commerce, and career opportunities.
Millions currently work as full-time content creators or influencers, with many aspiring to join this field, especially after the global pandemic.
Workers seek greater autonomy, flexibility, and self-fulfillment in their careers.
A 2024 survey by IZEA indicates even older adults (up to 60) are interested in becoming influencers.
The Reality Behind the Glamour
Challenges and Risks:
Influencer careers come with significant challenges despite the perceived benefits of freedom and creativity.
Common issues include:
Economic instability
Algorithmic bias
Harassment normalized as part of the job
Promises and Perils of Influencer Life
Public Image vs. Realities
Figure 1: Attributes associated with influencer careers categorized into positive and negative aspects:
Positive:
Fame
Creativity
Financial independence
Success
Community visibility
Negative:
Economic precarity
Cyberbullying
Public scrutiny
Mental health issues
Economic Precarity
Influencer careers often lead to economic instability, with a lack of traditional employment safeguards:
Influencers are categorized as "independent contractors" lacking benefits such as stable income and paid leave.
Income Statistics:
A majority earn less than USD 60,000 annually.
Women and people of color typically earn less than their peers.
Platform Dependency:
Influencers are bound to the governance and infrastructures of social media platforms.
Fluctuations in income are often due to unexpected platform changes or market trends.
Visibility and Authenticity Pressures
Visibility Mandate:
The influencer economy is driven by metrics such as likes, shares, and follower counts.
Influencers are expected to put themselves at risk by exposing personal narratives for growth in visibility.
An example includes influencers sharing traumatic personal stories for engagement.
Intimacy vs. Vulnerability:
The line between being visible and vulnerable is fragile; authenticity is often achieved through personal disclosures.
Online Harassment Dynamics
Influencers face heightened scrutiny and harassment, particularly marginalized groups:
Women, people of color, and LGBTQ+ influencers report higher levels of harassment and discomfort.
Networked harassment includes coordinated attacks against minority influencers.
Emotional toll and self-censorship are common reactions to harassment.
Platform Inadequacies
Social media platforms profit from user engagement but often lack measures to protect influencers from harassment:
Algorithms may prioritize controversial content, leading to harmful environments.
Platform tools for reporting or managing harassment are often ineffective, leaving influencers vulnerable.
Emotional Labor:
Many influencers experience burnout and emotional strain without adequate employer support.
Mitigating Vulnerability: Proactive and Reactive Strategies
Proactive Measures:
Utilize platform tools to filter inappropriate content.
Engage in self-censorship by avoiding controversial topics.
Create a trusted team of moderators to oversee interactions and content.
Reactive Measures:
Respond to harassment by reporting or blocking individuals.
However, the efficiency of these measures is often limited.
Responsibilities of Platforms and Brands
Duties of Platforms:
Adjust algorithms to manage harmful engagement.
Enhance detection systems for harassment and threats.
Develop fast, dedicated support for influencers during periods of scrutiny.
Duties of Brands:
Recognize the toxic environments influencers operate in, especially minority groups.
Contractual agreements should include non-engagement clauses to protect influencers.
Foster supportive brand-influencer relationships to enhance well-being.
Conclusion
The influencer career offers opportunities for creative self-expression but can entail profound personal tolls.
As influencers significantly impact social life across various themes (e.g., health, politics), the promises and pitfalls of this new career landscape warrant further exploration.
Further Reading
Cunningham, S., & Craig, D. (2019). Social media entertainment: The new intersection of Hollywood and Silicon Valley. NYU Press.
Duffy, B. E. (2017). (Not) getting paid to do what you love: Gender and aspirational labor in the social media economy. Yale University Press.
Duffy, B. E., Ononye, A., & Sawey, M. (2024). The politics of vulnerability in the influencer economy. European Journal of Cultural Studies, 27(3), 352–370. https://doi.org/10.1177/13675494231212346
Hund, E. (2023). The influencer industry: The quest for authenticity on social media. Princeton University Press.
Poell, T., Nieborg, D. B., & Duffy, B. E. (2021). Platforms and cultural production. Polity Press.
Recommended Actions for Influencer Safety
For Platforms:
Modify algorithms to prevent harmful engagement.
Strengthen harassment detection protocols.
Develop responsive reporting systems and allocate resources for influencer support.
For Brands:
Recognize the unique challenges influencers face and adjust engagement strategies.
Prioritize partnerships with platforms focused on maintaining safe environments.
Include supportive clauses in contracts to protect influencers from backlash.