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  • Are the days of the mega-influencer numbered?
  • Are the days of the mega-influencer numbered?
    Ketut Subiyanto (2020) ©

Why influence for good is the new #sponcon

Headlines about hashtag squatting and unchecked privilege have given many social media users a negative view of influencer culture. Yet while people may call out the perfect lifestyles presented online, these cultural figures remain as relevant as ever. So, how should they wield their power?

Location United Kingdom

In March 2020, as the UK went into lockdown to limit the spread of COVID-19, London-based influencer Kristabel Plummer‘s usual schedule of events and planned collaborations was suddenly put on hold. Having just moved home, she unpacked boxes in her pyjamas and shared on-the-fly content – like the pigeons roosting on her new balcony – with her 41,000 Instagram followers. “It was stuff I hadn’t really shown people before. Normally, I would at least do my hair before sharing an Instagram Story,” she says. “I think people liked it because it showed the reality of the situation.” ...



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