With the volume of content increasing and attention spans dropping, entertainment brands are under pressure to find new ways to engage with Gen Z. With 2.5 million subscribers on YouTube, Brat has succeeded in creating original TV shows that are relatable and available to an audience on-the-go.

A viral feud between James Charles and Tati had people tracking the rise and fall of the vloggers’ subscriber counts to illustrate the drama. But Youtube’s decision to round subscriber counts shifts the focus from numbers back to content, responding to users’ desire for originality.

With her flawlessly rendered appearance and dramatic digital narratives, virtual influencer Lil’ Miquela has been challenging ideas of authenticity on Instagram since 2016. Why are brands and social media users embracing these CGI celebrities and could they ever replace their human counterparts?

Instagram influencers say they are increasingly faking it, saying the credit they get for 'flexing' brings them the kind of kudos that gives them greater credibility. The rise in those faking it for the 'Gram shows how 'selling out' has now become a status symbol, instead of something to be derided.