Just over a year ago, I finally understood what a podcast could be. Having participated in a few, I learned that a podcast could be just audio or include video, consumed at one’s leisure. This simple understanding of a digital medium was a revelation that prepared me for another, far more impactful, digital trend.
Lately, I’ve happened upon a new word for an ancient practice that is stirring the thoughts and fears of old folks like me. That word is influencer.
Influencers, typically young, tech-savvy, and good-looking, began sharing their lives and perspectives directly with the world in the social media universe that has enveloped and consumed much of our time and thoughts. Little, if any, regulation or curating goes into what is presented. The main goal is to get “followers” and “likes,” which gets the attention of marketers, business people, and politicians, who might pay outrageous sums of money for endorsements or promotional campaigns.
Perhaps surprisingly, between 30% and 55% of teens and young adults view “influencer” as a legitimate and desirable career aspiration. Perceived flexibility, creative expression, potential for high income, travel opportunities, and the desire to “make a difference” drive this trend. Less than 5% consider social work and non-profit careers desirable. The percentage aspiring to law is even lower. By contrast, roughly a third view the healthcare field favorably, and over half aspire to business ownership, especially entrepreneurship, so there may be hope still for the upcoming generation. Before the printing press, town criers, bartenders, and local gossipers spread news and opinions in our communities. Once in a while, a distinguished outsider like Mark Twain came to town to be an influencer. In many ways, what we see today is simply an old practice made new again.
For baby boomers like me, influencers were everywhere. Sid Hartman at the Minneapolis Tribune was the best-known sports influencer. Dave Moore, who was at WCCO television in Minneapolis, and his CBS associate, Walter Cronkite, were influencers of the news. So effective were they that after Cronkite did a segment on his news broadcast in 1968 questioning the rationale for war in Vietnam, President Lyndon Johnson said, “If I’ve lost Walter Cronkite, I’ve lost Middle America.”
The Reverend Billy Graham had unfettered access to the highest level of the US government, radio, large revival meetings, cinema, and television to spread his message, bringing a powerful Christian influence to America. He was well compensated as an influencer in his day.
Movie stars and athletes were also influencers, promoting products from coffee and cigarettes to rental cars. Remember O.J. Simpson influencing us to run through airport concourses, leap rows of seats, and circle the lesser folks to get to the Hertz rental counter first?
The professions did their share, albeit with less fanfare. They were reduced to numbers: “Nine out of ten dentists recommend Crest toothpaste,” and the tobacco companies hinted that more doctors would recommend their brand over others.
Yes, influencers are, always have been, and continue to be a fact of life. Today, you can find helpful information and recommendations if you seek out the right people. Influencers provide a way to feel connected to a hobby or community. They help us learn about new products or services that solve problems.
On the other hand, social media’s nature often creates unrealistic expectations about life, appearance, and success. Remind readers that it’s a “highlight reel.” Not all influencers’ endorsements are clearly marked as paid ads. Constant exposure to influencers is exhausting and leads to unfavorable comparisons to others’ seemingly perfect lives.
I now have a deeper, and even more skeptical understanding of the so-called influencers. I’m re-minded of the best advice I remember from my teen years, “Don’t believe everything you see or hear.”
When you look for or happen on influencers, choose those offering genuine value, expertise, and transparency. Listen for those who acknowledge the legitimacy of other points of view.
Your time and mental well-being are valuable. If something makes you feel inadequate or pressured, turn it off. While digital influence is vast, nothing replaces the trusted word of a friend, family member, or local expert in your community.
The history of influencers is a story of connection in the digital age. As they adapt and mature, influencers shape how we engage with media, each other, and the world around us. It’s not just about personal brands; it’s about your influence, self-empowerment, and identity.
With the little influence I have, I encourage you to live your lives, engage with the world around you, and, above all, value those genuine, face-to-face connections. After all, when the screens go dark, genuine relationships truly shape our world.
