This podcast episode explores the origins and growth of the influencer industry, a multi-billion dollar sector built around individuals who create online content and have a significant following. It delves into the economic and cultural factors that have contributed to the rise of this industry, including the Great Recession, the advancement of technology, and the desire for self-expression. The episode introduces Emily Hund, an academic researcher who studied the influencer phenomenon and published a book on the industry. It also features Beth Moncel, an early influencer who turned her budget cooking blog into a successful career. The episode highlights how influencers emerged from the economic precarity of the Great Recession, utilizing online platforms and high-quality smartphone cameras to create an online presence and cultivate audiences. The growth of the influencer industry has been driven by the increasing availability of platforms such as Facebook, Tumblr, and YouTube, which provided opportunities for individuals to share their content and attract followers. The episode showcases the key factors that have shaped the influencer industry's trajectory, including economic circumstances, technological advancements, and the desire for self-expression.
