Influencer Culture and Authenticity

What value do they bring?

Gone are the days of looking for your 15 minutes of fame on a reality TV show. Erica Lay takes a deep dive into the world of the influencer and what it actually means.

In the age of social media, influencer culture has become a powerful force shaping consumer perceptions and behaviours. With platforms like Facebook, Instagram, TikTok, and YouTube, individuals can amass large followings and wield significant influence over their audiences. This phenomenon has permeated various industries, with the superyacht sector being a notable example. The interplay between influencer culture and the quest for authenticity presents a curious dynamic, particularly in the luxurious and often exclusive world of superyachts…

So firstly, what even is an influencer? Well if you’ve been living under a rock for the last several years you may not know what I’m banging on about… or you might just not care. Fair. Influencers, by definition, are individuals who have the ability to affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience. They often create content that resonates with their followers, building a sense of community and trust. The appeal of influencers lies in their perceived relatability and authenticity—qualities that traditional advertising often lacks.

Now the concept of influencing others predates modern social media, rooted in the age-old practice of word-of-mouth recommendations. Historically, influential figures included community leaders, celebrities, and public figures who had the power to shape public opinion and consumer behaviour. These individuals wielded influence through personal interactions, endorsements in traditional media, or public appearances.

In the 20th century, the rise of mass media—newspapers, radio, and television—amplified the reach of celebrities and experts. Brands began leveraging these figures for endorsements, recognizing the power of association with trusted and admired personalities. This era laid the groundwork for what would become the influencer marketing industry.

Example? Well, remember in The Good Old Days (when we had one phone for the whole family which was hard wired to the wall by the front door, everyone knew each others phone numbers by heart, a text message was a letter you posted, kids went out to play all day and only came home when either the streetlights came on or someone severed a limb, etc…), aka, the wild west of the 80s, an influencer would have been Michael Jackson advertising Pepsi (unfortunate he set his head on fire but he did get $5mil), or Crocodile Dundee star Paul Hogan advertising Aussie lager Fosters. Strewth.

Then, came The Internet. And with it, Social Media (in the distance, a child cries, a wolf howls). In the early 2000s we started seeing blogs, where any old Tom, Dick or Harry could share their expertise, experiences, and opinions with anyone in the world. Bloggers in niches such as fashion, beauty, travel, and technology began to attract substantial followings. These early digital influencers built trust through their authenticity and direct engagement with readers. Seriously though, how many people reading this either know someone who tried to do a blog or did one themselves? “My backpacking adventure around Asia!” Original. “Cooking with (insert your name here)” Wow such promising recipes we’ve never seen before. Oh, hold on….

Round about the same time, came MySpace (2003) and Facebook (2004). These new platforms (which incidentally were clunky as hell, throwing sheep, poking? Anyone?) allowed more people to share and connect. Then came that BOOM in the mid 2000s to early 2010s; YouTube (2005), Twitter (2006) and no I’m not calling it X, nobody except Elon calls it that, and then Instagram (2010) revolutionised how content was created, shared, and ultimately, consumed by the masses.

YouTube was the first platform to really use video content, and stars like PewDiePie (ew) garnered millions of subscribers. Until they get cancelled which can happen very quickly but that’s a topic for another time.

Instagram was all about visual content, and was the cool distant cousin of Facebook, the one who wore ripped jeans and didn’t care if the teachers caught her smoking (until Zuckerberg bought litro EVERYTHING and now they’re ugly sisters). Instagram was a great platform for fashion, lifestyle, travel and fitness. Stories and IGTV gave users more interesting ways to engage, and instagram’s more aesthetic driven approach made it the ideal medium to showcase perfect lifestyles and brand collaborations.

Twitter was fast, punchy, and direct. Twitter was more for the thought leaders, celebrities and a way for people to quickly share opinions, news and comments. Often hilariously. It had the ability to shape public discourse. Not sure it does now as Elon’s grubby mitts are all over it and it’s fallen out of favour but yes, a few years ago, twitter was where events were tweeting in real time and where you went for latest updates on current happenings in real time.

As these platforms grew, so did the opportunity for making all da monies. Influencers emerged and began to realise, hang on a sec, I could collab with a brand and make some serious cash here. Brands were falling over themselves to get involved with this huge reach of potential customers who would follow everything their influencer of choice told them to buy. So they did, and then brand partnership, sponsored content, and affiliate marketing was born. Suddenly Instagram offered business accounts and analytic tools which allowed influencers to measure their engagement and refine their strategies. It also meant that everyone’s little brother/sister figured that because it was so easily accessible, they could be an influencer as a career. Spoiler alert – 99.9% failed. Anyway I digress. Then, influencer marketing agencies popped up to help guide these successful individuals and some say professionalised the industry.

And here we are today with a new landscape where the influencers range from mega, with millions of followers, to micro, with smaller but highly engaged audiences.

Mega influencers are usually celebrities or very well known personalities with huge reach. Brands pay these guys A LOT.

Macro influencers have followers in the hundreds of thousands. Usually this lot are niche experts, or internet personalities, with an influence in a specific area.

Micro influencers have 1000 to 100,000 followers but their audiences are much more engaged and trust their recommendations.
Now we’ve learned about how influencers came into being, it’s time we take a look at the role of the influencer in the superyacht industry. They play a fairly important role in shaping perceptions of crew life. By showcasing their lifestyles aboard these magnificent vessels, influencers offer a glimpse into a world that is typically out of reach for most people. This aspirational content not only captivates audiences but also drives interest and desire for people to join the industry as crew. But is it authentic? Lol. Of course it isn’t.

While influencers are celebrated for their ability to connect with audiences on a personal level, the question of authenticity often arises. Because honestly there’s so little of it. Authenticity in influencer marketing refers to the genuine portrayal of one’s lifestyle, experiences, and endorsements. If audiences detect inauthenticity, this could lead to a loss of trust and credibility. Many crew influencers stretch the truth somewhat… but those who keep it real and genuine are more likely to keep their actual peers as followers. But do they want that? Who cares right? Numbers are numbers and more followers means mo money, for someone using their platform for commercial gain, a little zhuzhing up here and there might get more shares and attract more people to their page, so if they lose a few peers in the process, is that important? Or rather, what’s more important, staying true and authentic, OR saying screw that, let’s make stuff up and get more followers, likes, shares, and therefore income? When you put it like that, it’s a tricky one….

There are many influencers out there who are eye rolliingly over the top, who frankly annoy the life out of their co-workers for spinning tales of nonsense, stealing other people’s tales and embellishing them, and end up conveying the wrong idea about the yacht industry. As we as an industry are on the whole always striving to make it more professional, these kinds of people and shows like Below Deck (reality my arse) are dragging us back down into the gutter.

The challenge for crew influencers is to balance aspirational content with authenticity. While showcasing the lifestyle associated with the job is essential, it is equally important to maintain a sense of realism and honesty. Audiences appreciate content that is not only visually stunning but also truthful and relatable.

For instance, an influencer might share the breathtaking views from a superyacht’s deck (usually with the obligatory hashtag about being “my view from the office today” etc yawn), but at the same time they need to share the nitty gritty and often shitty (literally – those toilets don’t clean or unblock themselves y’know) side of their day. This balanced approach helps build a more comprehensive and trustworthy narrative, enhancing the influencer’s credibility.

Influencers have the power to shape perceptions and drive consumer interest. My bet is the ones who stay authentic to themselves and the superyacht crew world, will last the distance (well, at least until they leave the industry then they’ll have to find something else to do), whereas the ones who churn out the fake stuff will get cancelled for being full of it, and being misleading. The industry needs to attract solid young talent to join us and work up the ranks, not people who just want to use the yacht as a backdrop to their new life as Instagram model/influencer. Because they won’t last five minutes.

 

How to Be the BEST Influencer: A Satire, by Me. Not an Influencer. Clearly.

So, you’ve decided to become an influencer. You’ve seen the glitz, the glam, and the endless avocado toasts on Instagram, and you’re ready to dive headfirst into the world of hashtags and brand deals. Your goal is to be the absolute bestest influencer on the planet? Fear not, dear reader, for I am here to guide you through the uncharted waters of influencer incompetence. Did I use that word right? Follow these steps, and you’ll be the laughing stock of social media in no time!

Be as Inauthentic as Possible
Authenticity? Pfft. That’s for amateurs. If you want to be a great influencer, make sure your life looks like a badly scripted reality show. Photoshop yourself into exotic locations you’ve never visited, pretend to be an expert in topics you know nothing about, and endorse products you wouldn’t touch with a ten-foot pole. Your followers will quickly realize they’re following a walking infomercial, and nothing says “engaging influencer” like zero credibility!

Overload on Hashtags
Everyone knows hashtags are the secret sauce of social media, but to be a stand out influencer, you need to use them like they’re going out of style. Hashtag every single word in your caption. Bonus points if your hashtags make no sense whatsoever. #This #Is #How #We #Do #It #Influencer #Life #Living #The #Dream #Unicorn #Tears

Post Irrelevant Content
Consistency is key, but relevance? Nah. To be the awesomest, your content should be as scattered as a toddler’s toy collection. One day you’re a fitness guru, the next you’re a makeup artist, and by the end of the week, you’re reviewing vacuum cleaners. Your followers will love the constant whiplash and utter confusion about what you actually stand for.

Ignore Your Followers
Engagement is for losers. Why bother replying to comments or messages when you can just post and ghost? Make sure your followers know they’re not worth your time. After all, who needs a community when you can have a one-sided conversation with yourself? #SelfLove

Buy Fake Followers
Numbers matter, right? So why not just buy a ton of fake followers to boost your ego and make your account look “popular”? Never mind that your engagement rate will be lower than a limbo stick at a giant’s party. Who cares if your 100k followers yield only three likes and a comment from your Auntie Beryl?

Overshare Everything
There’s no such thing as TMI (Too Much Information) in the world of successful influencing. Share every mundane detail of your life. Your followers need to know what you had for breakfast, lunch, and dinner—every single day. Don’t forget to include the existential crises and dramatic breakups for that extra touch of cringe. #uokhun?

Promote Dubious Products
Nothing screams “winningest influencer” like promoting sketchy products. Detox teas, miracle weight loss pills, and dubious financial schemes are your bread and butter. If it sounds too good to be true, slap your endorsement on it! Who needs ethics when you’ve got sponsored content?

Complain About Influencer Life
Make sure to constantly whine about how hard it is to be an influencer. Complain about the free products, the travel, and the endless photo ops (none of which you’ll  have but this is social media where everyone lies!). Your followers, who likely have 9-to-5 jobs, will really sympathise with your plight of choosing between two free luxury handbags.

Use Clickbait Titles
Your content may be as trashy as you are, but with the right clickbait titles, you can lure people in before they realize they’ve been duped. “You Won’t Believe What Happened Next!” and “This Simple Trick Will Change Your Life!” are classics. Just make sure the actual content has nothing to do with the title.

Copy Everyone Else

Originality is overrated. To be a truly terrible influencer, shamelessly copy content from more successful influencers. Steal their ideas, captions, and even their photos if you’re feeling extra bold. Nothing builds a following like being a carbon copy of someone more interesting.

By following these steps, you’re guaranteed to become a Mega Influencer in no time! Embrace the chaos, relish the eye-rolls, and watch as your follower count plummets faster than a lead balloon. Happy influencing! #NailedIt