Cover In this digital age, where social media rules, influence comes from blending creativity, credibility, and commerce seamlessly, reshaping what it means to be influential
In this digital age, where social media rules, influence comes from blending creativity, credibility, and commerce seamlessly, reshaping what it means to be influential
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Social media has redefined what it means to be influential. Find out from these four internet personalities the meaning of influence that goes beyond brand deals
In the ever-evolving realm of social media, the title of “influencer” carries heavy weight. These individuals, or so-called social media influencers, wield the internet and creativity like modern-day alchemists and are ultimately transforming the marketing landscape. Each video they upload and post they publish has the power to captivate audiences far and wide and reshape behaviours towards products and brands.
From fashionistas to food connoisseurs and fitness gurus to lifestyle mavens, influencers have not just entered but revolutionised the marketing paradigm. With their unique skills in engaging and inspiring on social media, they have eclipsed traditional methods.
This new breed of digital tastemakers creates online content that deeply resonates with their followers, combining their personality with brand promotion in a way that feels both seamless and sincere. Thus, this commercial aspect raises questions about authenticity. Does this financial relationship between the so-called influencers and brands redefine what it means to be influential?
Juri Imao, who emerged on TikTok during the COVID-19 pandemic, offers a refreshing perspective. He made it big online as Jujumao with his short-form local and international recipe videos, which eventually earned him a spot among our 2024 Gen.T Leaders of Tomorrow.
A lot of people nowadays are going into space to just build a large following, without the passion to do things they love.
For Imao, influence in the digital world should be driven by intention and authenticity. He makes sure to find a compromise with a brand he works with to retain his voice. “Brands are starting to realise that when it comes to short-form, it really has to be tailored to the content creator’s voice and audience,” he shares.
Read more: These are the most followed stars from the Gen.T Leaders of Tomorrow 2024
Kryz Uy, among the pioneers in blogging (she started a blog in 2009) and has since maintained relevance despite moving to different social media platforms, believes influence is earned and goes beyond large followings. For Uy, the essence of influence lies in genuinely connecting and inspiring others.
“When a consumer sees someone she trusts use a product, most likely, this consumer will want to try it for herself,” Uy said. “It’s more expensive to lose the trust of your audience than to say ‘no’ to a brand campaign deal.” Her ethos of being very particular with brands she works with has eluded her from backlash.
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Another key player in the mouthwatering food content sphere, Erwan Heussaff, also among Tatler Asia’s Most Influential 2023, views influencer marketing as an extension of traditional advertising. The founder of media company Featr believes that endorsements from influencers translate into sales much like any other marketing method. But, the difference lies in authenticity and the content they must produce to maintain their audience’s trust.
Heussaff believes that a commercial relationship is a give-and-take. While a brand needs to integrate its messaging into the voice of a content creator, it is the latter’s responsibility not to work with a company that might hurt its reputation.
Read more: Meet the Filipino content creators nominated for the James Beard Awards 2024
Eventually whether you’re an influencer or a content creator, as you get older, you’ll realise that you want to do more, not be boxed in and be able to contribute to a larger picture
Cat Arambulo, a seasoned social media personality and entrepreneur, also echoes the importance of authenticity in the digital world. As someone who has also sailed across different social media platforms, Arambulo highlights the importance of transparency in maintaining influence.
Her meticulous approach to endorsement, ensuring that they align with her personal brand and resonate with her audience, speaks volumes about the value of genuine connections. “I have turned down numerous opportunities, regardless of the financial incentives, for products that do not meet my standards,” she said. “Maintaining this integrity is essential to preserving the trust and credibility I have with my audience.”
The so-called marketing landscape is here, and it seems like it will no longer disappear but continue to evolve. The debate over authenticity, influence, and monetary gain will persist. However, these insights from some Filipino internet personalities reveal a common thread: influence is rooted in authenticity, passion, and genuine connection with audiences.
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Syrah is Tatler Philippines’ Power & Purpose editor, where she spotlights extraordinary journeys shaping the Philippines and Asia. She covers business, innovation, impact, and culture—chasing the people, ideas and forces shaping how we live and think today.
