Influencer Creep: how Optimisation, authenticity, and self-Branding Transform Creative culture

Key Points

• This research aims to analyze the effects of influencer culture on various creative domains including cooking, fitness, and academics.
• Qualitative analysis of social media content across different creative fields.
• Examination of the themes of optimisation, authenticity, and self-branding in influencer-driven content.
• Influencer culture is reshaping content rationalities and aesthetics in diverse fields.
• Authenticity and self-branding are becoming central to content creation across social media platforms.