‘Influence’ is a multi-billion dollar industry. But what actually is it? Who determines who has it? And what impact does it have on society? Canvas8 spoke to brand and trend strategist Olivia Yallop about the future of influencer ubiquity and how brands can stay ahead in an influence economy.

The mirror selfie, that ubiquitous social media post, is not what it seems. A TikToker has revealed that the pose is often created using two cameras and no mirror at all. ‘Realness’ may be a form of cultural capital online, but people are open to using artificial means to create visual ‘authenticity’.

Riding on TikTok’s popularity, American Eagle has released a denim campaign that takes cues from the social platform. It's directed at and made by Gen Zers, recognizing how members of this cohort value authentic displays of creativity rather than polished brand content.

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?