The phrase “social media influencer” likely conjures up a specific image: a young, conventionally beautiful man or woman promoting weight-loss tea through #sponcon on your Instagram feed. Instagram, in particular, has long been the domain of the young and glamorous but, as ideals of beauty and celebrity continue to shift, a new wave of social influencer is taking shape. People are seeking out content from different groups of people, from Boomers subverting social norms around ageing, to young women who weight train, to the stars of reality TV who are sharing every detail of their lives on social media. In an age of hyper-accessibility, people are following influencers who more closely represent them and their interests.

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.

Despite many Aussies saying they're concerned about how their private data is used, a survey has found that half the nation would allow their social media posts to be sponsored, in return for cash. It shows how Aussies value different types of personal data – and their own personal brand.

Millions of people share photos of themselves on social media every day, but the kind of pictures they post on Instagram rarely match those on Snapchat. Canvas8 spoke to marketing professors Alexa Fox and Pom Nakhata to understand how people use selfies and what it means for brands.