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When the Product Is You: The (Not So) Glamorous Life of an Influencer

Author

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  • Duffy Brooke Erin

    (Associate Professor, Department of Communication, Cornell University)

Abstract

Despite the seductive promises of freedom, flexibility and creative autonomy, influencer careers are beset with challenges and risks. Influencers’ status as independent contractors means they lack many of the safeguards associated with formal employment, such as a stable income or paid leave. They are under pressure to present themselves as authentic and relatable, and the need to gain visibility causes vulnerability. Many influencers, especially women, people of color and LGBTQ+ individuals, face incivility, hate and harassment. To mitigate risks, creators rely upon proactive strategies that serve as a bulwark against future negativity as well as reactive strategies applied in response to past negative expressions. As platforms and brands depend on and monetize influencer relationships, they should assume more responsibility for protecting creators from their career-related risks and harms. Platforms play a crucial role in creating a safer environment, but also brands can help reduce the potential emotional and social toll of negative interactions.

Suggested Citation

  • Duffy Brooke Erin, 2025. "When the Product Is You: The (Not So) Glamorous Life of an Influencer," NIM Marketing Intelligence Review, Sciendo, vol. 17(1), pages 42-47.
    • Handle: RePEc:vrs:gfkmir:v:17:y:2025:i:1:p:42-47:n:1007
    DOI: 10.2478/nimmir-2025-0007
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