Social Media Platforms Turn Users Into Unwitting Influencers

In a peculiar case reported by Puck, influencer Julia Berolzheimer discovered that Instagram was adding "Shop the look" buttons to her posts without her consent. These buttons directed her followers to similar, but not identical, products to those she was promoting, often leading them to cheaper knockoffs. This unexpected feature disrupted her business model, as it diverted potential commissions away from her own affiliate links to products she had not endorsed.

Meta, Instagram's parent company, described this as a limited test aimed at helping users explore products that match their interests. However, the implications for influencers are significant. The feature undermines their credibility and income by associating their content with unvetted products. This issue is not isolated to influencers like Berolzheimer; ordinary social media users may also find themselves unknowingly promoting products.

Similar practices are occurring on other platforms, such as TikTok, which has tested a "Find similar" button that suggests products based on video content. This feature has been controversial, particularly when applied to sensitive content, such as videos from conflict zones. TikTok claims to be addressing the issue, but the feature persists.

The rise of social-first commerce has blurred the lines between influencers and regular users. While influencers were traditionally hired for their large followings and trust with audiences, the role has evolved. Micro- and nano-influencers, as well as ordinary users, are increasingly tapped for user-generated content (UGC), often for minimal compensation. Platforms like Fiverr have become hubs for this type of gig work.

The creator economy initially promised fame and financial success to anyone, but the reality is more complex. The pandemic-fueled influencer boom has led to a proliferation of advertising opportunities, but also to the commodification of users' content. Features like Instagram's "Shop the look" and TikTok's "Find similar" suggest that the creator economy's promise has been fulfilled in an unintended way: everyone is now an influencer, whether they intend to be or not.