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Someone famous because of the Internet
"Key opinion leader" redirects here. For the sociological phenomenon, see
Opinion leadership.
"Influencer" redirects here. For the song, see Influencer (song). For the 2022
horror film, see Influencer (2022 film).
It has been suggested that this article should be split into a new article
titled Influencer. (discuss) (March 2024)

It has been suggested that parts of this page (Influencers and marketing
networks) be moved into Influencer. Relevant discussion may be found on
Talk:Internet celebrity. (March 2024)

Internet celebrity Khaby Lame in 2021

An internet celebrity (also referred to as a social media influencer, social
media personality, internet personality, online personality, or influencer) is
an individual who has acquired or developed their fame and notability on the
Internet. The growing popularity of social media provides a means for people to
reach a large, global audience. Internet celebrities are often found on large
online platforms such as YouTube, Instagram, and TikTok,[1] which primarily rely
on user-generated content.

Certain internet celebrities may function as lifestyle gurus promoting a
particular lifestyle or attitude. In this capacity they act as key amplifiers of
trends across various genres including fashion, cooking, technology, travel,
video games, movies, esports, politics, music, sports, and entertainment.[2] As
part of influencer marketing, companies and organizations may enlist internet
celebrities to advertise their products to their fan base and followers on their
respective platforms.

CONTENTS

* 1 History
* 1.1 Influencers and marketing networks
* 1.2 Self-branding
* 2 Types
* 2.1 YouTubers and vloggers
* 2.2 Micro-celebrities
* 2.3 Wanghong
* 2.4 Net idols
* 2.5 VTubers
* 3 Income
* 3.1 Advertising regulations
* 4 Cancel culture
* 5 Interacting with fans
* 6 Effect on fans
* 7 See also
* 8 References
* 9 Further reading

HISTORY[EDIT]

In 1991 the Internet and the World Wide Web became widely available, leading to
the creation of numerous websites dedicated to shared interests. These forums
allowed users to seek advice and help from experienced individuals in their
field, increasing the availability of information beyond mainstream print media
and corporate websites.[3] Dedicated social media platforms emerged from these
developments, providing users with the ability to create profiles and connect
with others. SixDegrees.com pioneered this concept in 1997.[4] Additionally,
websites supporting blogging emerged around the same time, allowing users to
publish long-form articles and stories.[3] Since then forums, social media and
blogging have transformed into integral components of communication, social
interaction, business and journalism. Popular social media platforms include
Facebook, Instagram, YouTube, Reddit, Twitch, Snapchat, TikTok, Twitter,
Discord, Viber, WeChat, and WhatsApp.[5]

The origins of online influencing can be traced back to the emergence of digital
blogs and platforms in the early 2000s. Nevertheless recent studies demonstrate
that Instagram, an application with more than one billion users, harbors the
majority of the influencer demographic.[6] These individuals are sometimes
referred to as "Instagrammers" or "Instafamous." A crucial aspect of influencing
lies in their association with sponsors. The 2015 debut of Vamp, a company that
links influencers with sponsorships, transformed the landscape of
influencing.[7][8]

There is much debate about whether social media influencers can be considered
celebrities, as their path to fame is often less traditional and arguably
easier. Melody Nouri[9] addresses the differences between the two types in her
article "The Power of Influence: Traditional Celebrities VS Social Media
Influencer".[10] Nouri asserts that social media platforms have a greater
negative impact on young, impressionable audiences compared to traditional media
like magazines, billboards, advertisements, and tabloids featuring celebrities.
Online it is thought to be simpler to manipulate an image and lifestyle in such
a way that viewers are more susceptible to believing it.

INFLUENCERS AND MARKETING NETWORKS[EDIT]

The early 2000s showed corporate endeavors to leverage the internet for
influence, with some companies participating in forums for promotions or
providing bloggers with complimentary products in return for favorable reviews.
A few of these practices were viewed as unethical for taking advantage of the
labor of young individuals without providing remuneration.[3] The Blogstar
Network was established in 2004 by Ted Murphy of MindComet. Bloggers were
encouraged to join an email list and receive remunerated offers from
corporations in exchange for creating specific posts. For instance, bloggers
were compensated for writing reviews of fast-food meals on their blogs. Blogstar
is widely regarded as the first influencer marketing network.[3] Murphy
succeeded Blogstar with PayPerPost, which was introduced in 2006. This platform
compensated significant posters on prominent forums and social media platforms
for every post made about a corporate product. Payment rates were determined by
the influencer's status.[3] The very popular, PayPerPost, received a great deal
of criticism as these influencers were not required to disclose their
involvement with PayPerPost as traditional journalism would have,[11] and made
the public aware that there was a drive by corporate interests to influence what
some people were posting to these sites.[3] The platform also incentivized other
firms to establish comparable programs. Despite concerns, marketing networks
with influencers continued to grow throughout the 2000s and into the 2010s. The
influencer marketing industry is expected to be worth up to $15 billion by 2022,
up from as much as $8 billion in 2019, according to estimates from Business
Insider Intelligence, which are based on Mediakix data.[12] Evan Asano, the
Former CEO and founder of the agency Mediakix, previously spoke with Business
Insider and said he believed influencer marketing on Instagram would continue to
grow despite likes being hidden.[13]

By the 2010s, the term "influencer" described digital content creators with a
large following, distinctive brand persona, and a patterned relationship with
commercial sponsors.[14] Consumers often mistakenly view celebrities as
reliable, leading to trust and confidence in the products being promoted.[15] A
2001 study from Rutgers University discovered that individuals were using
"internet forums as influential sources of consumer information." The study
proposes that consumers preferred internet forums and social media when making
purchasing decisions over conventional advertising and print sources. An
influencer's personality strongly impacts their audience's purchasing decision,
with those who engage with their audience being more persuasive in encouraging
product purchases. Companies today place great importance on feedback and
comments received through social media platforms as consumers trust other
consumers. Reviews are often relied on to persuade consumers to make a purchase,
highlighting the impact of a negative review on a business's revenue.[16] A
typical method of marketing between the influencer and the audience is "B2C
marketing". B2C marketing, meaning Business to Consumer marketing, entails the
strategies which a business would undertake to promote themselves and their
services directly to their target audiences. This is typically through
advertising and creating content through the influencer themselves. The
intention is that their followers, who relate or look up to certain influencers,
will be more inclined to purchase an item because their favorite "Internet
celebrity" recommended it.[17] Internet celebrities typically promote a
lifestyle of beauty and luxury fashion and foster consumer–brand relationships,
while selling their own lines of merchandise.[18]

"Digital Branding: A Comprehensive Step-by-Step Guide to Strategy, Tactics,
Tools, and Metrics" by David Rowles explains the methods online influencers
employ to increase their audience and brand visibility. Digital branding
encompasses all online experiences and necessitates value provision."[19] It is
suggested that users are already familiar with the lives of their influencers as
devoted followers. This makes it easy for them to promote companies as their
followers feel as though they know the celebrities they follow, despite the
reality being different.

SELF-BRANDING[EDIT]

Self-branding, also known as personal branding, describes the development of a
public image for commercial gain or social or cultural capital.[20] The rise of
social media has been exploited by individuals seeking personal fame and product
sales. Platforms such as Instagram, Twitch, Snapchat, VSCO, and TikTok, are the
most common social media outlets on which online influencers attempt to build a
following. Fame can be attained through different avenues and media forms,
including art, humor, modeling, and podcasts. Marketing experts have concluded
that anyone can build websites easily without any technical knowledge or complex
coding languages. They can upload text, pictures, and videos instantly from
personal computers or phones. With technological barriers diminishing, the web
has become the ideal platform for personal branding.[21]

TYPES[EDIT]

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Depending on their rise to fame, internet celebrities may reach their audiences
in different ways. Some people write journals or blogs, some make YouTube or
TikTok videos, others post frequently on Instagram or Twitter (X). The Internet
has made fame accessible to and attainable for the general public.[22]

In some cases, people might rise to fame through a single viral event or viral
video, and become an Internet meme. For example, Zach Anner, a comedian from
Austin, Texas, gained worldwide attention after submitting a video to Oprah
Winfrey's "Search for the Next TV Star" competition.[23] Viral videos from
internet celebrities could entail a funny event happening in the moment, a
popular new dance, or even a post on Twitter, such as the "Alex from Target"
tweet in 2014.[24][25]

Many other people build their followings slowly over time, sharing their daily
life and passions with people. Families such as the LaBrant Family and The
Bucket List Family share their children, life experiences, and travels with
their followers. Individuals such as MrBeast and David Dobrik post content about
their lifestyle and host challenges and giveaways.

Although multiple studies offer slightly differing views, internet celebrities,
or influencers, can be broken into five or six different categories: Nano,
Micro, Mid-tier, Macro, Mega, and Celebrity.[26][27]

* Nano influencers: 1,000 – 10,000 followers
* Micro influencers: 10,000 – 50,000 followers
* Mid-tier influencers: 50,000 – 500,000 followers
* Macro influencers: 500,000 – 1,000,000 followers
* Mega influencers: 1,000,000 – 5,000,000 followers
* Celebrities: Above 5,000,000 followers[28]

YOUTUBERS AND VLOGGERS[EDIT]

Further information: YouTuber and Vlog
PewDiePie is an internet celebrity and the fourth most subscribed individual
YouTuber. Overall, he has the eighth most subscribed YouTube channel.

YouTube has risen as one of the biggest platforms for launching internet
celebrities. YouTube creators (known as YouTubers), regardless of the genres or
types of videos they make, have created an industry that can generate revenue
from video views and online popularity. For example, Swedish internet celebrity
PewDiePie uploads gaming and comedy videos on YouTube. As of
September 2019[update], he has around 100 million subscribers and is the second
most-subscribed non-corporation YouTuber.

Every minute, 300 hours of videos are uploaded to YouTube, and 5 billion videos
are watched every day.[29] In August 2014, Variety wrote that YouTubers are more
popular than mainstream celebrities among U.S. teens.[30] Advertisers, in an
effort to reach teenagers and millennials who do not watch regular television
and movies, have started contacting YouTubers and other internet
celebrities.[31]

YouTube's AdSense program enables creators to earn money from advertisements.
AdSense has certain requirements—a YouTuber must have more than 1,000
subscribers, live in an eligible country, and have more than 4,000 hours of
watch time within a year to be eligible.[32]

MICRO-CELEBRITIES[EDIT]

A micro-celebrity, also known as a micro-influencer, is a person famous within a
niche group of users on a social media platform. Micro-celebrities often present
themselves as public figures.[33] The concept of the micro-celebrity was
originally developed by Theresa Senft and P. A. Poitier in their 2008 book,
Camgirls: Celebrity and Community in the Age of Social Networks.[34] According
to Senft and Poitier, the concept of the micro-celebrity "is best understood as
a new style of online performance that involves people 'amping up' their
popularity over the Web using technologies like video, blogs and social
networking sites".[35] A number of other researchers have published papers on
micro-celebrities.[36][37][38][39] According to Tobias Raun, a micro-celebrity
is "a form of identity linked almost exclusively to the internet, characterizing
a process by which people express, create and share their identities
online".[40] According to Senft and Marwick, micro-celebrities differ from more
traditional forms of celebrities associated with Hollywood stars because a
micro-celebrity's popularity is often directly linked to their audience, and the
audience comes to expect a certain degree of authenticity and transparency.[35]

> The Internet allows the masses to wrest control of fame from traditional
> media, creating micro-celebrities with the click of a mouse
>
> — David Weinberger of the Harvard Berkman Center for Internet and Society[41]

WANGHONG[EDIT]

Wanghong (Chinese: 网红; pinyin: wǎnghóng; lit. 'Internet fame') is the Chinese
version of Internet stardom. The wanghong economy is a Chinese digital economy
based on influencer marketing in social media.[42] Some wanghong celebrities
generate profits via retail or e-commerce, through attracting the attention of
their followers. Internet celebrities have become a popular phenomenon in China.
For example, Sister Furong (Fúróng Jiějiě, 芙蓉姐姐) received worldwide notoriety
and fame for her self-promotion efforts through online posts.[43] According to
CBN Data, a commercial data company affiliated with Alibaba Group, the Chinese
internet celebrity economy was estimated to be worth CN¥58 billion (US$8.4
billion) in 2016, more than China's total cinema box office revenue in 2015.[44]

There are two main business models in the wanghong economy: social media
advertising, and online retail. In the online retailing business model,
e-commerce-based wanghong use social media platforms to sell self-branded
products to potential buyers among followers via Chinese customer-to-customer
(C2C) websites, such as Taobao. Internet celebrities may promote their products
by modeling for their shops by posting pictures or videos of themselves wearing
the clothes or accessories they sell, or giving makeup or fashion tips.[45] They
serve as key opinion leaders for their followers, who either aspire to be like
them or look up to them.

Zhang Dayi (张大奕)—one of China's best-known wanghong according to BBC News, with
4.9 million followers on Sina Weibo—has an online shop on Taobao, reportedly
earning CN¥300 million (US$46 million) per year.[46] This is comparable to the
US$21 million made by Fan Bingbing (范冰冰), a top Chinese actress. Li Ziqi (李子柒),
a celebrity food blogger with more than 16 million followers on Weibo, has
inspired many bloggers to post similar content on traditional Chinese cooking
and crafts.[47]

Censorship in China has created an independent social media ecosystem that has
become successful in its own way.[48] For every Western social media platform,
there is a comparable Chinese version; Chinese social media platforms, however,
generate revenue differently. The greatest difference between Chinese internet
celebrities and their Western counterparts is that the profits generated by
Chinese celebrities can be immense. Unlike YouTube, which takes 45% of
advertising revenue,[49] Sina Weibo, one of the largest Chinese social media
platforms, is not involved in advertising, which allows internet celebrities to
be more independent. The monthly income of Chinese influencers can exceed CN¥10
million (US$1.5 million).[50]

NET IDOLS[EDIT]

See also: Japanese idol and List of net idols

In Japan, a specific type of internet celebrity is known as a net idol (ネットアイドル,
Netto aidoru), a sub-category of the idol industry in Japan. Net idols first
emerged in the 1990s through personal websites and blogs when internet became
more accessible, with some selling personal merchandise such as photo books
through their websites.[51] Around March 2007, dance covers (known as odottemita
(踊ってみた, lit. "I tried dancing")) became popular in video-sharing websites such
as Niconico, which in turn led people into performing choreographed dances from
anime series and idol groups.[52] Notable creators of dance covers, known as
odorite (踊り手), who later debuted as idols include Kozue Aikawa from
Danceroid,[53] Beckii Cruel,[54] and Keekihime.[55]

VTUBERS[EDIT]

VTubers or virtual Youtubers are entertainers that use digital 3D model avatars
that are computer generated. VTubers originated from Japan, beginning in the
early 2010s, and have risen in popularity in the 2020s. The first virtual
Youtuber was Ami Yamato,[56] who debuted on May 18, 2011; the first VTuber who
had used the phrase "virtual Youtuber" is Kizuna AI,[57] who began entertaining
in 2016. The appeal of VTubers is similar to a real person, except the
entertainer may choose to remain anonymous through their VTuber persona. The 2D
anime virtual avatars appealed to many Japanese fans and popularity began to
spread internationally. In October 2021, there has been reported to be
16,000[58] VTubers around the world.

VTubers function in a similar fashion to YouTubers and streamers, with some
VTubers being music artists. These VTubers that were music artists or broadcast
their musical talent would be dubbed "VSinger" (virtual singer).[59] Agencies
such as Hololive and VShojo, scout and hire these VTubers to aid in marketing
and build popularity. Their trademark character being the VTuber avatar or a 2D
anime form of that character on the album covers, allowing recognition of the
avatar and for the agency.[60]

INCOME[EDIT]

Chiara Ferragni is a fashion influencer and blogger known for her sponsored
fashion posts.

Different types of internet celebrities can make money in various ways, but most
of them earn money from endorsements or sponsorships. Internet celebrities can
use their fame to promote products or experiences to their followers, as a
method of providing credibility to products.[61] In social media advertising,
internet celebrities can be paid to advertise products. When they have garnered
sufficient attention and following, they can be approached by advertising
companies to help advertise products and reach a wider audience. Endorsements
for fashion and cosmetic products are common for Instagram internet influencers.
YouTubers tend to advertise a wider array of products, regardless of relevance
to their genre of content.

Influencers can also expand their source of revenue by creating their own
products or merchandise to sell.[62] By doing this, and by using their platform
to promote their products to an established audience, influencers can earn money
by developing their own reputable brands. Bloggers can feature sponsored posts
in social media to make profits.[63] For instance, fashion blogger Chiara
Ferragni started as an online blogger, and then gained millions of followers on
Instagram. She later created her brand, the Chiara Ferragni Collection. Like
many other Instagram celebrities, Ferragni started by charging money per post
for promoting brands. She earns revenue from promotional Instagram posts and the
sale of her own products.[64]

In 2020, a report by venture-capital firm SignalFire stated that the economy
spawned by internet creators was the "fastest-growing type of small
business".[65]

ADVERTISING REGULATIONS[EDIT]

Despite the recent emergence of influencer culture, influencer marketing and
advertising it is left highly unregulated by existing legislation. This became a
prevalent concern when users on social media platforms were finding it difficult
to distinguish any differences between advertisements and sponsorships with
personal posts. This was evident with the mismanagement of Fyre Festival, where
numerous Instagram influencers were sanctioned for their lack of
transparency.[66] This led to a massive backlash from the public, who felt the
promotion of the event deliberately misled and confused target audiences. As a
result, numerous advertising bodies sought to introduce strict regulations and
guidelines around influencer marketing. This includes the AANA (Australian
Associations of National Advertisers), who states that influencer advertising
must be "clearly distinguishable".[67]

CANCEL CULTURE[EDIT]

Cancel culture is a form of ostracism where an individual is excluded from
social or professional circles because of certain past or present actions or
allegations. The act may occur on social media platforms or in person. Cancel
culture is a common term among internet celebrities where they may lose their
source of income, fans, or reputation because of their controversial actions.
For example, Beauty Guru YouTuber Jeffree Star has faced many allegations of
misconduct in his career, which include cyberbullying and vocally expressing
racist remarks. On July 10, 2020, the makeup brand Morphe cut ties and ceased
all makeup collaborations with Jeffree Star because his problematic past had
resurfaced.[68] The year before that, Kuwaiti celebrity Sondos Alqattan was
"cancelled" for criticising Filipinos. As a result of this, some brands cut ties
with her.[69]

INTERACTING WITH FANS[EDIT]

VidCon 2017

Meetups are often a way internet celebrities interact with fans in real life.
Occasionally, an internet celebrity might organize a meetup and invite fans to
meet them at a certain place and time without proper organization. This can
attract crowds of fans, causing disorderly or even unsafe situations. For
example, Tanacon was an organization produced in collaboration with talent
manager Michael Weist[70] involving a group of internet celebrities who were set
to meet paying fans, but did not follow through. Because of the disorganized
setup, the meetup resulted in chaos.[71]

Alternatively, events can be organized at a venue with security personnel.
VidCon is an annual organized video conference designed for people interested in
online videos. It invites internet content creators to participate in events for
paying fans, such as performances, panels, and meet-and-greets.[72]

EFFECT ON FANS[EDIT]

Internet celebrities can draw in a devoted crowd of fans whether their reach is
small or wide. A scholarly article published from Thammasat University in
Thailand explains that the younger generation is becoming more attracted to the
path of fame compared to the typical intellectual development and financial
security route.[15] The appearance of the ease and simplicity of the life of
internet celebrities obstructs the reality of what this life often really
entails. Seeing influencers display the highlights of their lives has shown to
produce some unintended effects on fans.

Fans at the 2014 VidCon event where hundreds of individuals wait to see their
favorite internet celebrity YouTubers

Those who closely follow the lives of internet celebrities are more likely to
develop psychological difficulties such as anxiety, depression, and
dissociation.[73] Although many internet celebrities appreciate the support and
loyalty of their viewers and fans, the dedication to their lives can sometimes
be intense. Fans may develop extreme behaviors or attitudes towards their
favorite celebrities that can be identified as obsessive or may sometimes result
to criminal behavior.[73] The younger crowd are also being impacted through
seeing their internet celebrities on different social media platforms. The
Journal of Behavioral Addictions published by Akademiai Kiado evaluates a study
that was done on Hungarian adolescents demonstrate these effects. The research
found that the desire for fame on the internet was negatively associated with
self-acceptance and potentially result to materialism and the desire for social
recognition.[73]

Internet celebrities are also able to influence fans through creating parasocial
relationships with their audiences. For example, Kim Kardashian frequently
creates the appearance of authenticity through harnessing the emotions of her
audience. In Lueck's (2012) study they find that 60% of her Facebook advertising
contains an "embedded emotional/transformational story".[74] Her social media
posts blur the boundaries between commercial promotion and personal
storytelling, making it more difficult for followers to distinguish between
authentic messages and promotional material. This motivates the followers to
engage in particular purchasing behaviours which reflects her parasocial
influence.

SEE ALSO[EDIT]

* Celebrity culture
* Content creation
* Internet activism
* Kid influencer
* Internet Hall of Fame
* List of Internet phenomena
* Online streamer
* Role model
* Social media marketing
* Usenet celebrity
* Virtual influencer
* Vlogger

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