The Influencer Industry “A Quest for Authenticity on Social Media” by Emily Hund - Book Review
The Influencer Industry by Emily Hund is an absolute must-read for anyone interested in the ever-evolving world of social media and digital marketing.
Hund's deep understanding of the industry shines through in every page, as she provides insightful analysis and practical tips for navigating the complex landscape of influencers, brands, and consumers. From the history of influencer marketing to the latest trends and strategies, Hund covers it all with clarity and precision. Her writing style is engaging and accessible, making this book a pleasure to read from start to finish.
What truly sets The Influencer Industry apart is Hund's commitment to fairness and transparency. She doesn't shy away from addressing the ethical concerns and controversies that have plagued the industry, and instead offers thoughtful solutions and recommendations for creating a more responsible and authentic influencer culture.
Overall, I highly recommend The Influencer Industry to anyone seeking a deeper understanding of this fascinating and rapidly-changing field. It's a five-star book that deserves a place on every marketer's bookshelf.
I’ve had a love/hate relationship with social media, especially influencers. It doesn’t help that I work for a tech marketing company either but it’s given me some insight into how the platforms keep people engaged and influencers cashing in their checks.
For one, when you look at online reviews, you have to read between the lines so to speak. A lot of reviews are paid for which means, the company paid the reviewer to purchase the product, use it, and then write a glowing review while most will claim that they want an honest review, I don’t many people who will claim they dislike the product especially since they were paid to do so.
Then you have the videos and images from influencers claiming the product was fantastic but aren’t actually revealing the unfiltered image. So how do you know whether or not something works if you’re seeing a photoshopped version?
On the other hand, what better product to buy than one that’s endorsed by a celebrity or influencer? If they use something and say it works, it must then offer great results, right?
Don’t get me wrong, this type of marketing has been going on for a long time now, just not at the capacity we see today, thanks to social media. We used to watch commercials or see print ads of models and actors standing behind products but what happens behind the scenes? Are these same people actually using the product? Is it the only one or are they coupling it with something else to actually get the results they’re advertising?
I’m not hating on the industry, I’m simply asking you to take what you see with a grain of salt. If you’re intrigued, do your research and try samples if offered but don’t go all in on something just because someone with 10K followers says to do so.
Description
A critical history of the social media influencer’s rise to global prominence
Before there were Instagram likes, Twitter hashtags, or TikTok trends, there were bloggers who seemed to have the passion and authenticity that traditional media lacked. The Influencer Industry tells the story of how early digital creators scrambling for work amid the Great Recession gave rise to the multibillion-dollar industry that has fundamentally reshaped culture, the flow of information, and the way we relate to ourselves and each other.
Drawing on dozens of in-depth interviews with leading social media influencers, brand executives, marketers, talent managers, trend forecasters, and others, Emily Hund shows how early industry participants focused on creating and monetizing digital personal brands as a means of exerting control over their professional destinies in a time of acute economic uncertainty. Over time, their activities coalesced into an industry whose impact has reached far beyond the dreams of its progenitors―and beyond their control. Hund illustrates how the methods they developed for creating, monetizing, and marketing social media content have permeated our lives and untangles the unforeseen cultural and economic costs.
The Influencer Industry reveals how, in an increasingly fractured and profit-driven communications environment, the people we think of as “real” are merely those who have learned to exploit the industry’s ever-shifting constructions of authenticity.