Gen Z-ers post like influencers regardless of follower count

The Future. Gen Z-ers without significant social media followings are increasingly posting influencer-quality content in their spare time. The normalization of this behavior could lead to a new kind of résumé — but could worsen the mental health crisis, too.

No days off
Young people are spending more spare time and effort linking their identities to platforms like TikTok.

• Unsponsored users are modeling influencer content — like summarizing daily routines, modeling clothes, unboxing products, or linking to personal Amazon storefronts.
• The practice often wins users small perks, like free products or commissions for purchases made by redirecting through a user’s profile.
• Many “faux-influencers” say they’re building a résumé their peers can appreciate, advertising to brands and people alike by consolidating their social media presence to a single Linktree page.

The majority of Linktree accounts have less than 1,000 annual page views.

Alone time
Posting like an influencer can attract brands and young viewers who feel more comfortable with influencer content. But it also encourages creators to self-isolate and link their self-worth to their ability to monetize a personal brand, behaviors associated with mental health problems. 

If TikTok becomes everyone’s business, can it also be their pleasure?