Influencers and the A-List Integration
Written by Trinity Duong
With the upcoming season of the late 2021 Met Gala, many concerns have been raised about the integration of influencers into celebrity culture. With rumors circulating about the presence of social media figures such as Emma Chamberlain and Addison Rae at the prestigious and exclusive event of the year, questions about status and success are being asked in accordance with the worth of their attendance.
This dialogue then brings up the comparison of past social media stars surfacing to the A-List celebrity level, seen with stars such as Paris Hilton and the Kardashian-Jenner family.
As more companies and brands begin to digitalize everything from their business plan to their digital influencers as the face of their campaigns, marketing has shifted towards consumers that are trend-savvy, leaning towards the latest products and lifestyle aesthetics.
Unlike celebrities, influencers engage with their audience and are often considered regular people making accessibility less elitist and more personal. Therefore their sponsorships and endorsements seem relatable. While celebrities usually have a large, impersonal following, influencers dedicate their time to curating specific content whether that be fashion styles, gaming, cooking, etc. Their brand is “niche” and therefore receives more regular engagement. Campaigns begin to appear more authentic and that creates more influence towards its targeted consumers.
For brands that seek to capitalize on the transparency and the appeal of influencers, these channels offer viable marketing strategies that maximize the reach and engagement of their social media.
Celebrities however have held a long and prominent career in the marketing landscape, with decades of brand campaigns with the world’s most famous stars and fashion houses. The affordability, however, is difficult to maneuver as many businesses spend millions of dollars trying to find the right celebrity face for their new projects. Exclusivity and rarity are the shock factor, the excitement, and the awaited. Therefore it’s odd to see a pairing of exclusive celebrities mixed into “regular people” influencers. It creates a rift within the importance and value of these social classes.
In the case of Paris Hilton, she layed the foundation for a whole new industry. While still coming from a wealthy family where nepotism was involved, she did not settle for a life out of the spotlight. She was presented as a “nothing special” influencer that was famous for being famous and was disliked by many in the “serious” celebrity cult. And today she is praised for her facade and the incorporation of this personality into a multi-million dollar industry, herself.
We saw it with Kim Kardashian as well. Kris Jenner revealed in an interview that she and her family were not welcome at many A-List celebrity events because they were seen as “trashy”.
So is this deja-vu?
Will the influencers we love to hate in this day and age become our new obsession? It’s hard to distinguish who deserves a seat at the table. Only time will tell.
If you are interested in influencer marketing make sure to read “Influencer Marketing: How Social Media Influencers are Changing The Way We Do Business Today”.
