Abstract:

The rise of media platforms such, as Instagram has completely transformed the way we connect, communicate and engage with content. This shift has been largely driven by the increasing influence of social media personalities who use their presence to build a following and establish their brands. However beyond the communities there exists a more intricate reality where self centered networks thrive focusing more on gaining attention through self promotion rather than fostering genuine connections. This article delves into the dynamics of the Influencer Economy on Instagram highlighting how influencers utilize attention to monetize their brands while also creating communities to sustain their influence. Nevertheless these communities often serve as a facade masking the self centered nature of influencer networks. By examining instances from industries like fashion, fitness and lifestyle niches this piece explores how influencers capitalize on attention through sponsored posts collaborations with brands and affiliate marketing while simultaneously nurturing a sense of community among their followers. However beneath this surface level interaction lies a curated strategy aimed at maintaining the influencers authority and reinforcing power dynamics. With time online communities on Instagram can transform into self-focused networks that prioritize an influencers agenda, over engagement.

In the end this Conference Paper suggests a reconsideration of the focus, on building relationships underscoring the importance of tackling the difficulties presented by self centered networks on social media sites such, as Instagram.

In the world of technology social networking sites such, as Instagram have completely changed the way we interact, communicate and enjoy content. Leading this shift are influencers, people who use their influence to build a following and establish personal identities. However, beneath the facade of vibrant online communities lies a more nuanced reality: the prevalence of egocentric networks, where attention is monetized and genuine community engagement takes a backseat to self-promotion. The Influencer Economy, on Instagram flourishes based on the idea of a community, where users interact with creators, exchange experiences and build relationships.However, lurking beneath the surface is a dynamic where not all participants are seen as equals. Despite the illusion of egalitarianism, social hierarchies and algorithmic biases dictate who receives attention and recognition. Influencers, with their sizable followings and carefully curated personas, often sit at the center of these online groups, reaping the benefits of heightened visibility and influence. Which lead to my thesis: Instagram offers influencers the means to monetise attention by enabling them to spread awareness on their personal brand, creating not an online group but only “egocentric networks, only networks of people with one person in the centre linked to a whole bunch of other people”. To help readers grasp the essence of this thesis the paper will begin by exploring how Instagram enables influencers to capitalize on attention by promoting awareness of their brand.Which will lead us into seeing how the previous point creates online communities. Then we will see in detail how said online communities serves the creators. Following by an explanation on how the communities act as a smoke screen helping their egocentric network to grow(Heer & Boyd, 2006). 

First, into the world of “influencer economy”. How they make money from grabbing peoples attention. On Instagram, influencers can easily leverage their popularity to promote their brands to an audience and monetize their presence. With tools like Stories, Reels and the Explore page influencers can connect with an audience boosting their visibility and paving the way for earning opportunities. Take fashion influencers for example. They produce content featuring fashion advice and wardrobe suggestions designed to connect with their audience. Their social media posts frequently display clothing ensembles, accessories and beauty items using top notch photos or videos.By using eye catching visuals and captivating captions these influencers attract fashion lovers who appreciate their style and industry expertise. By using Instagrams focused design and tapping into popular fashion hashtags, like #OOTD (Outfit of the Day) or #FashionInspiration these influencers expand their reach and attract a wider audience.As a result, they attract followers who share a common interest in fashion, lifestyle, and personal aesthetics.As their following grows organically, fashion influencers gain access to various monetization opportunities available on Instagram. One great chance arises with sponsored posts, where companies compensate influencers for endorsing their products or services to their followers. For instance a fashion brand might team up with a style influencer to present their collection in a sponsored post reaching an audience of potential customers who value the influencers suggestions. Moreover influencers often enter into partnerships, with fashion brands to develop collections or create limited edition products. These collaborations not provide influencers with an income source. Also enhance their credibility and expertise in the fashion sector. Additionally influencers frequently take part in affiliate marketing schemes where they earn a percentage for promoting products or services and generating sales through affiliate links. For example a fashion influencer could post a link to an item of clothing featured on their Instagram account; if a follower buys that item through the link provided the influencer gets a share of the sale as commission. By leveraging Instagrams storytelling features fashion influencers can capitalize on their audiences attention. Convert their love for style into a profitable career. Through sponsored content brand partnerships and affiliate marketing initiatives they can not earn money. Also establish themselves as key figures, in the fashion industry influencing trends and motivating their followers along the journey.( Paulicelli et al., 2021).This example illustrates how Instagram enables influencers to build their personal brand and cultivate a loyal following, which in turn translates into monetization opportunities. The focus, on using visuals to tell stories and engage users enables influencers to establish a connection, with their audience building trust and authenticity that brands and advertisers find valuable. Instagram creates an environment where influencers can leverage attention for success fueling the expansion of their reach and impact. 

Moreover, cultivating online communities has a Ripple Effect of monetising attention(Iskoujina et al., 2017). Influencers, on Instagram leverage attention not to build their brand but also to cultivate online communities based on common interests and values. By captivating followers with content and genuine narratives influencers foster a feeling of connection and friendship, among their audience leading to the creation of online communities. Take, for instance, a fitness influencer who shares workout routines, healthy recipes, and motivational posts on Instagram. By creating relevant content they draw in followers who have an interest, in health and well being. As time goes by these followers build relationships with each other provide encouragement on their fitness paths and participate in conversations, about eating, workout advice and individual accomplishments. This illustration showcases how influencers, on Instagram make money and help build communities.By providing valuable content that resonates with their audience, influencers create a virtual space where like-minded individuals can connect, interact, and collaborate(Cong & Li, 2023). Communities formed on Instagram go beyond limits uniting individuals, with various backgrounds who have a shared interest or objective. This makes Instagram more than a tool for self promotion; it acts as a hub, for fostering connections and social engagements.( Iskoujina et al., 2017) 

Also, said communities/ online groups act as a vehicle for Self-Promotion. At the core of Instagram’s Influence Economy lies the concept of personal branding and attention monetization. Influencers strategically craft their online personas to promote products, services, and sponsored content, often prioritizing self-promotion and financial gain over genuine community engagement. Take, for instance, an influencer who regularly partners with brands to promote their products on Instagram. While the influencer may frame these collaborations as beneficial to their followers, the underlying motivation often revolves around financial gain and personal branding(Arriagada & Bishop, 2021). The main goal of influencers is to keep growing their followers and attract sponsors. This case shows how influencers use their platforms not to connect with their followers but to benefit themselves. While influencers may profess to prioritize community engagement, their actions often prioritize self-promotion and financial gain(Arriagada & Bishop, 2021).After studying how content strategies and marketing interact it’s evident that influencers hold influence in their self focused circles using their position to advance their own goals. 

It doesn’t end here, community engagement as a facade, a smoke screen. Its in reality an egocentric network.Community engagement on Instagram is frequently portrayed as genuine interaction between content creators and their followers. However, closer examination reveals that these interactions are often carefully orchestrated to maintain the illusion of mutual benefit, serving to perpetuate the egocentric nature of influencer networks.Consider an influencer who regularly hosts giveaways on Instagram as a means of engaging with their followers. Even though these giveaways might seem like acts of kindness, at glance they actually help influencers grow their follower count and maintain their impact in the community. By encouraging followers to take part in these giveaways they boost engagement with the influencers content. Solidify their position as a figure within the network. This example illustrates how influencers foster loyalty among their followers through methods, such, as organizing giveaways and engaging with comments and messages. While these gestures may come across as authentic their ultimate purpose is to sustain the influencers sway and uphold the self centered dynamic of their network.Behind the facade of community engagement lies a calculated effort to preserve the influencer’s power dynamics and reinforce their position at the center of the online group. Which reminds us of law number 3 “Conceal Your Intentions” from 48 laws of power where Robert Greene depicts the effects of false sincerity. Some people use false sincerity as a red herring to throw people off the scent. People are likely to mistake it for honesty, because they trust appearances and want to believe others are honest. Appearing to believe what you say adds authority to your words. (Robert Greene & Joost Elffers, 1998)it’s crucial to recognize the myriad ways in which influencers manipulate their followers’ perceptions to maintain their dominance. In addition, to running giveaways influencers use strategies to build loyalty and connection with their audience. For example influencers shape their personalities to appear genuine and relatable giving the impression of interaction, with their followers. Through sharing chosen glimpses of their lives influencers establish a feeling of closeness and friendship encouraging followers to connect deeply with their content. However, behind the scenes, these seemingly candid moments are often meticulously staged and scripted to elicit specific reactions and emotions from their audience.( Robert Greene & Joost Elffers, 1998).Furthermore, influencers leverage psychological principles to exploit the innate human desire for validation and approval. By strategically responding to comments and messages, influencers provide their followers with a sense of recognition and validation, reinforcing their bond and solidifying their position of influence(Robert Greene & Joost Elffers, 1998). The way this mutual respect works creates a feeling of duty, in the audience motivating them to keep interacting with the influencers posts, with the expectation of getting recognized in a manner. 

Moreover, influencers frequently collaborate with other creators within their network to amplify their reach and influence. These collaborations, often framed as mutually beneficial partnerships, serve to further entrench the influencer’s dominance within the online community(Robert Greene & Joost Elffers, 1998). By aligning themselves with other popular figures, influencers enhance their credibility and authority, positioning themselves as central figures within a network of like-minded individuals.( Robert Greene & Joost Elffers, 1998).In essence, the facade of community engagement serves as a strategic tool for influencers to consolidate their power and perpetuate their egocentric networks. By concealing their true intentions behind a veneer of authenticity and altruism, influencers effectively manipulate their followers’ perceptions and behaviors, ensuring their continued dominance within the digital realm.( Robert Greene & Joost Elffers, 1998).Furthermore, online community converge into egocentric networks(Heer & Boyd, 2006). Over time, online communities on Instagram often evolve into egocentric networks, where the focus shifts from fostering genuine connections to serving the interests of the influencer at the center. This evolution is driven by a combination of factors, including the reinforcement of narcissistic behavior and the dependency of followers on influencer content.Consider a scenario where an influencer’s content becomes increasingly self-promotional over time, with a greater emphasis on sponsored posts and product endorsements. As followers get used to this kind of content they start relying on the influencers advice and support solidifying the influencers role, at the heart of the network. In this example we see how Instagram groups can change over time to focus more on what influencers want than community engagement. This change can weaken the genuineness of connections sustaining a pattern of reliance and strengthening influencer hierarchies. 

In conclusion, Instagram allows influencers to make money from their followers and promote their brands. However it also creates self centered environments where self promotion’s more important, than building communities. Dealing with these challenges involves reconsidering the emphasis on creating connections and meaningful interactions, on the internet.

References

Arriagada, A., & Bishop, S. (2021). Between Commerciality and Authenticity: The Imaginary of Social Media Influencers in the Platform Economy. Communication, Culture and Critique, 14(4), 568–586. https://doi.org/10.1093/ccc/tcab050

Autor: Robert Greene, & Joost Elffers. (1998). The 48 laws of power. Viking.

Cong, L. W., & Li, S. (2023, May 1). A Model of Influencer Economy. National Bureau of Economic Research. https://doi.org/10.3386/w31243

Heer, J., & Boyd, D. (2006). Vizster: visualizing online social networks. IEEE Symposium on Information Visualization, 2005. INFOVIS 2005. https://doi.org/10.1109/infvis.2005.1532126

Iskoujina, Z., Ciesielska, M., Roberts, J., & Li, F. (2017). Grasping the business value of online communities. Journal of Organizational Change Management, 30(3), 396–416. https://doi.org/10.1108/jocm-02-2016-0023

Paulicelli, E., Manlow, V., & Wissinger, E. (2021). The Routledge companion to fashion studies. Routledge.