Netflix’s latest Korean reality show, “The Influencer,” plunged viewers in the Philippines into the captivating and often perplexing realm of social media stardom when it premiered on August 6, 2024. In this unique competition, 77 popular South Korean content creators vie for the coveted title of “The Influencer” and a grand prize of 300 million won (approximately ₱12.6 million PHP or $230,000 USD). The show, comprising 7 episodes, unveils the behind-the-scenes workings of the influencer industry, where the value of individuals is heavily influenced by their follower count, reducing them to mere numbers in the eyes of the industry. From the very first episode, it’s clear that this show isn’t just about showcasing glamorous lifestyles and picture-perfect feeds. It’s about pulling back the curtain on the influencer industry, revealing the strategies, the struggles, and the sometimes surprising metrics that determine success.
Popularity as the Ultimate Currency
One of the most striking aspects of the show is its unapologetic focus on popularity as the ultimate currency. The tiebreaker rule, which prioritizes follower count in case of a tie, drives home the point that in this game, numbers matter above all else. It’s a stark reminder that in the influencer world, your worth is often measured by your reach and engagement. This emphasis on popularity is further underscored by the show’s acknowledgment that even dislikes contribute to an influencer’s overall score, highlighting the reality that in the quest for attention, any publicity – even negative – can be valuable.
Controversial Strategies and the Pursuit of Engagement
The show’s first challenge immediately throws contestants into the strategic aspects of the industry. All participants start with 15 likes and 15 dislikes, which they can distribute freely. Initially, everyone focused on accumulating likes, believing this would secure their advancement. The fear of dislikes stemmed from the assumption that they would detract from their overall score. However, the show revealed a twist: both likes and dislikes would be added together. Even before this revelation, influencers familiar with influencer marketing realized the producers wanted them to be strategic in their use of both buttons. The show encourages contestants to create engaging content, even if it means receiving some dislikes.
This pursuit of engagement at any cost becomes even more apparent in the second part of episode 2’s challenge. When influencers were challenged to do live streams to gain viewership, one contestant resorted to what could be considered “sexualized content” or “provocative live streaming” to attract more viewers. During her livestream, she stripped down to her underwear and changed clothes, pushing the boundaries of acceptable content in an attempt to boost her numbers.
This incident highlights the lengths some influencers are willing to go to achieve success, even if it means compromising their values or resorting to potentially exploitative tactics. It raises questions about the ethical implications of the influencer industry and the pressure to constantly push boundaries for the sake of views and engagement.
Thought-Provoking and Entertaining
Watching “The Influencer” has been a thought-provoking experience. It’s made me question the metrics we use to measure success and influence in the digital age. It’s also made me appreciate the hard work and strategic thinking that goes into building a successful online presence. This made me realize how social media works today. Even if some influencers promote bad habits, they still gain popularity as long as they get engagement, no matter how negative. It’s dehumanizing to see how the system works, and I think most of the influencers on the show felt like puppets, willing to do anything for engagement. There was even a challenge in episode 2 where they had to do a live stream, and the influencers with the most viewers could proceed to the next round.
I’d like to believe the show’s design is meant to be satirical, poking fun at the very system it’s a part of. And it seems to be working because I find it both entertaining and insightful. The cast members are all interesting, and I even started following some of them on social media. They’re clearly passionate about what they do. I think the show effectively demonstrates the challenges of staying relevant in the fast-paced and ever-changing entertainment industry.
“The Influencer” offers a fascinating, though sometimes unsettling, glimpse into the world of social media influencers and the metrics that define their success. The show highlights the importance of engagement and reach in the influencer industry, even at the cost of resorting to controversial tactics like “rage baiting.” It raises questions about the dehumanizing aspects of the industry and the pressure on influencers to constantly seek attention and validation. Despite its flaws, the show is entertaining and insightful, offering a behind-the-scenes look at the challenges and strategies involved in building a successful online presence. Ultimately, “The Influencer” serves as a reminder to critically examine the metrics we use to measure success and influence in the digital age.
Having watched the first two episodes, I’m already hooked on the drama and intrigue of “The Influencer.” I can’t wait to finish all seven episodes, now streaming on Netflix, and see who ultimately emerges as the winner in this cutthroat competition.
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