The rise of the social media influencer

Who exactly are they? And why are they always going to Dubai?

US model Bella Hadid poses for a selfie while getting ready backstage for the Victoria's Secret fashion show
US model Bella Hadid poses for a selfie while getting ready backstage for the Victoria's Secret fashion show
(Image credit: LIONEL BONAVENTURE/AFP via Getty Images)

Where did influencers come from?

Ever since the creation of the World Wide Web in 1991, like-minded users have gathered together, first on web forums and bulletin boards, then on blogging sites, and more recently on social media. In the early 2000s, canny marketers started approaching influential bloggers and forum moderators, asking them to promote products in return for freebies, and later for cash. This process became supercharged with the founding of YouTube in 2005, Twitter in 2006, and in 2010, Instagram – which is now most influencers’ platform of choice. Today, there is an army of influencers: social media users – mostly women – with a large, devoted following, who give their followers access to a carefully curated version of their lives. In this “authentic” context, sponsored content, known as “sponcon”, has proved a potent tool for selling products.

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