Social media has changed the world. Gone are the days of teenagers ordering their eight 'top friends' on MySpace and posting videos to Vine. The rapid evolution of platforms such as Facebook, Instagram, TikTok, and WeChat is transforming not only how we communicate, but how we shop, how we access the news, and even how we organise political change.
According to the 2021 DataReportal Global Overview report, more than half the world now uses social media. Those with a large and dedicated following – be it beauty vloggers, fitness instructors, gamers, or just the downright famous – have become what we have termed influencers.
Influencers have the power to create trends and guide people with their decision-making. In...