How Does Influence Build Worlds

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The document discusses how social media trends and influencers have evolved over the past ten years. While platforms and influencers have adopted new features from apps like Snapchat and TikTok, the core nature of influencers has not significantly changed. However, creative agencies that work with influencers have evolved, now focusing more on metrics, influence, and content creation through data science. The document questions how real influence can be measured and how influencers could be used to build meaningful worlds for young audiences on social media.

Educação

Page 1
The University of Sydney
How does influence
build worlds?
The lack of wholesome
social media metrics
Dr Jonathon Hutchinson

Page 2
The University of Sydney
Trends – they come and then they pop!
– Social media trends are
fast and have incredible
impact
– Within our young
audiences, they are
significantly more
influential than with
older users
– They start on the fringes
and move to the popular

Page 3
The University of Sydney
What has changed with influencers?
– Not much in ten years!
– Platforms have evolved
with ‘new’ features
(mainly Snapchat &
TikTok innovations)
– Influencers embrace the
technological changes
– It’s a quest for visibility
Image by Arma & Elma

Page 4
The University of Sydney
Creative Agencies have changed, however.
Branding
• Clients
• Content
Content
Creation
• Influencers
• Content
Data
Science
• Metrics
• Influence

Page 5
The University of Sydney
The Oz – Influencer Index
– Based on vanity metrics
– Industry claim ‘bullshit’
– What are the real
measures of influence?
– This is the industry
problem on how to not
only commercialise
influence, but to also
build meaningful worlds

Page 6
The University of Sydney
– What do critical analytics look like, building on
Manovich’s cultural analytics perhaps?
– How do we engage young people on social media with
influencers, especially to build purposeful worlds?
A prompt for research?

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