{"id":6,"date":"2019-07-11T13:36:41","date_gmt":"2019-07-11T17:36:41","guid":{"rendered":"http:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/?page_id=6"},"modified":"2019-09-17T18:35:23","modified_gmt":"2019-09-17T22:35:23","slug":"the-age-of-influencers","status":"publish","type":"page","link":"https:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/","title":{"rendered":"The Age of Influencers"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1563198169165{margin-top: -70px !important;}&#8221;][vc_column][rev_slider_vc alias=&#8221;Title&#8221;][\/vc_column][\/vc_row][vc_row el_id=&#8221;Decoelis&#8221;][vc_column][vc_column_text]<span style=\"font-weight: 400;\">On June 7, Katie-Rose Decoeli found herself sitting in a hot car in a Walmart parking lot in excruciating pain. Hours earlier, exactly 27 weeks and 6 days into her pregnancy, she\u2019d been induced at her local Halifax hospital. The nurses advised her to come back by 1 pm the next day or when she went in to labour, whichever came first. Now, it was happening and it was painful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Back at the hospital, with her husband Rob at her side, Katie-Rose stood in a shower hoping for relief from contractions \u2013 eight in a span of 10 minutes. Finally, her water broke. \u201cThat was when they realized something was wrong,\u201d she recalls. \u201cAlong with my water breaking, came blood, more blood than usual. Then, shortly after, with each contraction, Baby D\u2019s heart rate would disappear. Something was wrong.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As she lay on the hospital bed, surrounded by doctors trying to get a fetal heart rate, all she could see was her husband and mom, looking, as she puts it, \u201cscared to death.\u201d In the 24 hours before she went into labour, her placenta had detached from her uterus. The risk was potentially fatal, and that was just the danger for her.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unbeknownst to Katie-Rose and Rob at the time, the umbilical cord was wrapped around their unborn baby\u2019s body and neck. Every blistering contraction was wrapping the cord tighter and tighter, \u201cessentially strangling him,\u201d she details. Though she was only 9 centimetres dilated, she had to push. After what felt like an hour, but was in reality five minutes, Katie-Rose gave birth to their son. She soon held him tightly against her stomach, separated only by her thin hospital nightgown, stained with afterbirth. The room was quiet as everyone waited with bated breath to hear the newborn\u2019s wail.<\/span>[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/Bycym7rguTH\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Bycym7rguTH\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Bycym7rguTH\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">It\u2019s a BOY!  Welcome to the world Emmitt Anthony Joseph. He came fast and furious last night with many complications, but we are all clear and had a good bit of sleep last night. I can\u2019t believe I had a boy! #babydnumero3 #emmittanthonyjoseph #pregnancy #labor #delivery<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/thewilddecoelis\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> Katie-Rose+Rob: lifestyle blog<\/a> (@thewilddecoelis) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2019-06-08T13:06:55+00:00\">Jun 8, 2019 at 6:06am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<span style=\"font-weight: 400;\">Suddenly the sound of the baby\u2019s cries filled the air.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAnd it was beautiful. The tears began to fall and next thing I know, Rob, baby and I were holding each other crying, waiting for the doctors to tell us what comes next,\u201d recalls Katie-Rose, 32<\/span><span style=\"font-weight: 400;\">. \u201cIt went from the scariest moments of our life, to everyone being so happy and me holding a healthy eight-pound baby boy.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was a harrowing experience for the now-mother-of- three and her family. One that she also shared with 34,000 of her closest friends on Instagram. She detailed the birth of Baby D extensively on her feed as well as on her popular blog, <a href=\"https:\/\/thewilddecoelis.com\/lifestyle\/momsmind\/emmitts-birth-story\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Wild Decoelis<\/a>. Her birth story was illustrated with photos of the delivery: Katie-Rose posing with her belly, labouring in the hospital shower, a look of pain seared across her face. Had the \u201cshiznet\u201d not hit hit the fan, as she put it, Rob would have even vlogged the delivery.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One day after his entry into the world, Emmitt Anthony Joseph made his <a href=\"https:\/\/www.instagram.com\/p\/Bycym7rguTH\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram debut<\/a> on the <a href=\"https:\/\/www.instagram.com\/thewilddecoelis\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@TheWildDecoelis<\/a>, nestled in Katie-Rose\u2019s arms. The mustard-coloured swaddle blanket appropriately tagged with the name of the sponsor: @SollyBaby.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For this self-described millennial family, sharing the nitty gritty moments of parenting is not only part of their everyday lives, but it has become their livelihood. Everything from the purchase of their 101-year-old home on the beach to the delivery of their baby to making a cup of coffee is sponsored content for their burgeoning business, a multi-platform digital content machine that evokes the sensibilities of HGTV, <em>Today\u2019s Parent<\/em> and <em>Real Simple<\/em>. Their life is aspirational but they don\u2019t want it to be unattainable. \u201cWe need to tell it how it is. We need to not filter our lives,\u201d says Katie-Rose in a phone interview. \u201cWe just need to be 100 per cent honest about our lives because there are people who are going through the exact same thing as us and they feel alone in the situation. And that is what I started this blog [for], so that people didn&#8217;t feel alone.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In our world of ever-present marketing and sponsored content, the Decoelis are definitely not alone. They are part of a growing number of Canadians hustling to join an increasingly lucrative, increasingly mainstream workforce. Not as doctors or lawyers, but as influencers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The last five years have seen tremendous growth in influencer marketing in the United States, where leading brands have built entire strategies around social media. However, in Canada, the landscape of social media influencers has been referred to as \u201cthe Wild West.\u201d A <a href=\"http:\/\/content.izea.com\/hubfs\/Gated_Content\/2017%20State%20of%20the%20Creator%20Economy%20(SOCE).pdf?utm_campaign=GC%20-%20Corporate%20IZEA&amp;utm_medium=email&amp;_hsenc=p2ANqtz-9ia3YVqdkHiflk3X5rtm5CXWNO4gFLfBZyIvC6kkwjl25_TQjuyr71ZP1FHo9A02vUgTvU4Or3FLT4nHT2VbVpGFtow91_q6sRGHER6eyo7E-N1XU&amp;_hsmi=51592875&amp;utm_content=51592875&amp;utm_source=hs_automation&amp;hsCtaTracking=35f553f2-4006-41d4-ac04-68d1c87d1075%7Caa984910-b43b-4241-b0a8-8558209c3130\" target=\"_blank\" rel=\"noopener noreferrer\">2017 study<\/a> conducted by social marketing platform IZEA found that Canada lags three years behind the United States when it comes to the use of influencers and the creative economy. So, we\u2019re poised to finally catch up. Canadians spend up to four hours a day on their digital devices. So much so, the report says that more than 74 per cent of marketers in Canada have allocated specific budgets for influencer and content marketing, with 31 per cent and 22 per cent going towards digital and social respectively.\u00a0<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<span style=\"font-weight: 400;\">There\u2019s no question that the influencer industry is burgeoning in Canada. More mainstream influencers are giving way to people branching out beyond fashion, beauty and lifestyle to touch on issues of race, body positivity, sexual identity and culture. But, with accessibility to the space still a large hurdle for influencers representing more marginalized communities and the over-saturation of the influencer space, is the industry here to stay?<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;Economy&#8221;][vc_column][vc_custom_heading text=&#8221;Canada&#8217;s influence economy&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Toronto marketing expert Sara Koonar thinks so. Working as an editor and in branded content for online platforms like <\/span><i><span style=\"font-weight: 400;\">29Secrets<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">WhoWhatWear <\/span><\/i><span style=\"font-weight: 400;\">and <\/span><i><span style=\"font-weight: 400;\">Byrdie<\/span><\/i><span style=\"font-weight: 400;\"> from 2012 to 2016, Koonar watched money for print advertising move over to digital year after year. \u201cWe were incorporating influencers in the magazine\u2019s advertising content because we knew they were part of the budget,\u201d she says. \u201cAnd then I realized, one day social media will be the majority of the budget and unfortunately, the other side will have less of it.\u201d\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Koonar saw a gap in the market for influencer agencies that were influencer-first. She didn\u2019t want to just use influencers as a quick way to make money. She wanted to work with them to create their own brands and partner with products that made sense. \u201cSo I decided, why wait for someone else to do this? Why can&#8217;t I do it myself?\u201d She started <a href=\"http:\/\/www.platformmedia.ca\" target=\"_blank\" rel=\"noopener noreferrer\">Platform Media<\/a>, a popular Toronto-based firm for content creators, in 2016. The company, which has gone on to represent over 30 Canadian influencers in the realms of beauty, lifestyle and family, including Rob and Katie-Rose Decoeli, takes a 20 per cent commission from every campaign netted for their roster.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Over the last three years, Koonar has seen firsthand the growth and legitimization of the industry. It\u2019s reflected in Platform\u2019s own expansion, from purely a management company to now being in the business of creating influencers, with the launch of their annual Platforum conference for aspiring influencers. Even the language has shifted. \u201cWhen social media started, there were these people who had a lot of followers and they needed a word that basically was the equivalent of celebrity,\u201d she says. \u201cInfluencer spans a lot of different categories, [but] it&#8217;s just people who have a lot of followers on social media.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI think that people we&#8217;re working with are \u2018content creators,\u201d Koonar says. \u201cYou really pay attention to the content, you really take time to create\u00a0 content; It&#8217;s not just [people] who have so many followers because they make silly videos. They&#8217;re taking the time and really thinking about [what they\u2019re putting out].\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Subodha Kumar thinks that this reframing of the role of the influencer is an inevitable next step. Kumar, a marketing professor at Temple University in Philadelphia, has studied the effects of social media marketing over the last five years. During this time, he says, influencer marketing has experienced a resurgence in the public conscience, linked to the rise of social media apps like Twitter and Instagram that boasts more targeted and intimate interactions among users. \u201cIt\u2019s a combination of [these apps] and how people interact with each other\u2026 [which is that] more and more people are using social media channels,\u201d Subodha says of the rise of influencers and rise in engagement from followers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <a href=\"http:\/\/content.izea.com\/hubfs\/Gated_Content\/2017%20State%20of%20the%20Creator%20Economy%20(SOCE).pdf?utm_campaign=GC%20-%20Corporate%20IZEA&amp;utm_medium=email&amp;_hsenc=p2ANqtz-9ia3YVqdkHiflk3X5rtm5CXWNO4gFLfBZyIvC6kkwjl25_TQjuyr71ZP1FHo9A02vUgTvU4Or3FLT4nHT2VbVpGFtow91_q6sRGHER6eyo7E-N1XU&amp;_hsmi=51592875&amp;utm_content=51592875&amp;utm_source=hs_automation&amp;hsCtaTracking=35f553f2-4006-41d4-ac04-68d1c87d1075%7Caa984910-b43b-4241-b0a8-8558209c3130\" target=\"_blank\" rel=\"noopener noreferrer\">2017 IZEA study<\/a> polling influencers in the U.S. and Canada found that, in Canada, content and influencer marketing are more effective than traditional advertising. According to stats from social marketing platform <a href=\"https:\/\/starngage.com\/influencer-marketing-canada\/\" target=\"_blank\" rel=\"noopener noreferrer\">StarNGage<\/a>, as of 2017, mobile social media ad revenue was estimated to grow from $282 million (USD) in 2015 to $508 million (USD) by 2021. And now, the people drawing in these dollars are less likely to be Hollywood celebrities like Priyanka Chopra or Blake Lively. They\u2019re more likely to be people like Sharan Guruparan (<a href=\"https:\/\/www.instagram.com\/sharanguru\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@sharanguru<\/a>), a Tamil Canadian social work student who focuses on body positivity or Alexandra Nikolajev (<a href=\"https:\/\/www.instagram.com\/lexniko\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@lexniko<\/a>), who is building her profile as a reality show recapper while still keeping her day job, and all-in influencers like the Decoelis (<a href=\"https:\/\/www.instagram.com\/thewilddecoelis\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@thewilddecoelis<\/a>), who have given up their careers to create family-friendly content full time. These everyday influencers offer more attainable #lifegoals and thus are often seen as more valuable to advertisers and sponsors.<\/span>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1563988337905{background-image: url(http:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/wp-content\/uploads\/sites\/30\/2019\/07\/SharanProfileBGr.jpg?id=140) !important;}&#8221;][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;4\/12&#8243;][vc_empty_space height=&#8221;225px&#8221;][vc_column_text]<\/p>\n<p style=\"font-size: 24px; line-height: 32px;\"><strong><i style=\"color: #000000; font-size: 24px;\">&#8220;The reaction to the photo was crazy. People were overwhelmed by how amazing it looks. Especially for South Asian girls [in Canada], that photo is very relatable because the\u00a0<\/i><i style=\"color: #000000; font-size: 24px;\">western blouse and Indian jewellery spoke to both cultures.<\/i><\/strong><\/p>\n<p style=\"font-size: 24px; line-height: 32px;\"><strong><span style=\"color: #000000;\"><em>I wanted [my followers] to take away what dark skin representation looks like and that it can be done; it can be commercialized and even monetized off of. I want people to know that South Asian women exist and our bodies are allowed to be shown in media as well.&#8221;<\/em><\/span><\/strong><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;4\/12&#8243; css=&#8221;.vc_custom_1563978354667{padding: 30px !important;}&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BtyhsdgFM0t\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BtyhsdgFM0t\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BtyhsdgFM0t\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">Darkskin womyn are not meant to be hidden or used as props. HOW BEAUTIFUL IS THIS?? LOOK AT THIS SEND IT TO EVERYONE BECAUSE THIS SET IS EVERYTHING. IVE NEVER BEEN SO PROUD OF A SHOOT. THANK YOU @kaashni_brar @ravbbeautyconcepts @ravbjewellery FOR ALLOWING ME TO BE APART OF MY FAVORITE COLLAB AND FAVOURITE SHOOT EVER\u2764\ufe0f I\u2019m usually humble but FUCK THAT SHIT PLS LOOK AT THIS MAGNIFICENCE \u2764\ufe0fOKAY THANK U Peep the Gyalentines Day Set\u2764\ufe0f CREDITS: jewellery: @ravbjewellery muah: @ravbbeautyconcepts director\/stylist: @kaashni_brar . . . . . . #fashion #trend #ootd #vogue #canada #toronto #ontario #6ix #6ixfashion #tfw #torontofashion #india #tamil #southasianfashion #browngirls #cardib #losangeles #mindykaling #riganna #mia #ryerson #torontolookbookstyle #saree #sari #highfashion #kaashnibar #ravbjewellery<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/sharanguru\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> S H A R A N G U R U?<\/a> (@sharanguru) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2019-02-12T17:05:26+00:00\">Feb 12, 2019 at 9:05am PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][vc_empty_space][\/vc_column_inner][vc_column_inner width=&#8221;2\/12&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_id=&#8221;BuildingBrands&#8221;][vc_column][vc_empty_space][vc_custom_heading text=&#8221;Building with brands&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text]<span style=\"font-weight: 400;\">\u201cA lot of brands want to get their message out in front of the audience,\u201d Adrian Capobianco, the president of Vizeum Marketing says. \u201cInfluencers don&#8217;t have a larger reach than other media channels, but they have engagement. So you may get smaller reach, but hopefully get greater engagement than just a paid advertising.\u201d That engagement can come in the form of direct messages (DMs), comments and shares to the follower\u2019s own social media accounts, and engagement between creators and their audiences.\u00a0\u00a0<\/span><\/p>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">It\u2019s this engagement that influencers and the corporate brands that sponsor them closely measure and bank on. In September 2018, Italian social media star Chiara Ferragni (<a href=\"https:\/\/www.instagram.com\/chiaraferragni\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@chiaraferragni<\/a>) got married, broadcasting her two sponsored couture Dior dresses under the hashtag #SuppliedByDior to her 14.9 million Instagram followers. Her nuptials <a href=\"https:\/\/fashionista.com\/2018\/09\/chiara-ferragni-dior-wedding-dress-media-press-value\" target=\"_blank\" rel=\"noopener noreferrer\">reportedly brought the design house a media-impact value of $5.2 million<\/a>, earning the brand more media attention than another VIP 2018 bridal client: Duchess Meghan Markle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Within the past year there\u2019s been a really strong interest in influencers [from brands],\u201d says Amanpreet Dhami, a digital strategist at <a href=\"http:\/\/www.devonconsulting.ca\" target=\"_blank\" rel=\"noopener noreferrer\">Devon Consulting &amp; Public Relations<\/a>. The Toronto-based firm is a middleman between brands and influencers and has led campaigns with companies including Burt\u2019s Bees, Glossier and Prada.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of the over 30 brands currently working with the firm, \u201cI would say a quarter of [our brands] do paid influencer marketing,\u201d Dhami says. It might seem against the grain for haute couture companies like Dior to turn to influencer marketing alongside more drugstore brands like Burt\u2019s Bees. But with 72 per cent of 2,000 millennial-aged Instagram users reporting that they\u2019d made beauty or style-related purchases after seeing photos on their feed, \u201cbrands know that, with social media being that much more relevant with the millennial population and Gen Z, it has more influence over people&#8217;s purchasing decisions,\u201d Dhami says.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And with the intimacy fostered by the idea that your feed is curated and targeted just to you, Capobianco says, \u201cthere is more of an expectation that the content a consumer is getting is more relevant, more tailored and more specific for them. Influencer content helps do that do that.\u201d\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Canadian brands, in recognition of this influence, have now allocated a higher percentage of their budget towards influencer marketing, with 77 per cent of brand\u2019s budgets going to the strategy, compared to 69 per cent in the United States, per the <\/span><a href=\"http:\/\/content.izea.com\/hubfs\/Gated_Content\/2017%20State%20of%20the%20Creator%20Economy%20(SOCE).pdf?utm_campaign=GC%20-%20Corporate%20IZEA&amp;utm_medium=email&amp;_hsenc=p2ANqtz-9ia3YVqdkHiflk3X5rtm5CXWNO4gFLfBZyIvC6kkwjl25_TQjuyr71ZP1FHo9A02vUgTvU4Or3FLT4nHT2VbVpGFtow91_q6sRGHER6eyo7E-N1XU&amp;_hsmi=51592875&amp;utm_content=51592875&amp;utm_source=hs_automation&amp;hsCtaTracking=35f553f2-4006-41d4-ac04-68d1c87d1075%7Caa984910-b43b-4241-b0a8-8558209c3130\"><span style=\"font-weight: 400;\">2017 Izea State of the Creator Economy Study<\/span><\/a><span style=\"font-weight: 400;\">. While Dhami says budgets are brand, campaign and influencer specific, typically, \u201cBudgets range anywhere from $10,000 for a micro-influencer campaign to up to $100,000 if it\u2019s a larger campaign,\u201d she says. \u201cThere are also larger players in the industry such as the L&#8217;Or\u00e9als and the P&amp;Gs (Proctor and Gamble) of the world who work with [even] larger budgets than this.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Major brands may be spending more money on influencers, but they\u2019re actually spending less on producing ads. \u201cIn the beginning, they couldn&#8217;t wrap their heads around paying influencers,\u201d says Koonar, \u201c[but] now that they see they\u2019re replacing the typical amount they&#8217;d spend shooting an editorial: photographer, models, hair and makeup people, stylists, location. They see that it is actually quite affordable, especially when the audiences\u2019 on social media are much more engaged than any other medium for advertising.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These newly increased brand budgets, along with a greater knowledge of how to price your work, has allowed content creators like the Decoelis, and fellow Platform Media influencer Matt Benfield (<a href=\"https:\/\/www.instagram.com\/mr.benfield\/?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">@mr.benfield)<\/a> to live off their content. Benfield is a member of the LGBTQ community and his lifestyle posts, often featuring his partner and fellow influencer Omar Ahmad, celebrate his sexuality and focus on positivity. When he launched his social media feeds in Berlin before moving to Toronto in 2018, he was coming into the field with a very limited knowledge of the financial side.\u00a0 \u201cI didn&#8217;t really know how to price myself. [So] it was like a hundred euros here and a hundred euros there [for my content], but there wasn&#8217;t really anything sustainable.\u201d Since joining Platform, Benfield says he\u2019s seen his rates increase tenfold. In 2019, he\u2019ll take home $80,000 to $100,000 after taxes. \u201cIt&#8217;s actually livable,\u201d he says. \u201cIt&#8217;s more money than I&#8217;ve ever had and that I know what to do with. I\u2019m really blessed to be able to have that financial stability.\u201d<\/span>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1563988251259{background-image: url(http:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/wp-content\/uploads\/sites\/30\/2019\/07\/MattProfileBG.jpg?id=150) !important;}&#8221;][vc_column_inner width=&#8221;1\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/Bk2z_8RHSpP\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Bk2z_8RHSpP\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Bk2z_8RHSpP\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">Let\u2019s talk body image for a hot sec (loaded topic, I know ?). Not once in my life thus far have I been comfortable with how I look body-wise. Literally not once. I\u2019ve always looked into the mirror and negative thoughts would start rolling in (as they always do). As a good \u2018ole southern boy, my diet for most of my life was deffo not the most nutritious ? Let\u2019s just say, my parents made Happy Meals a staple of my diet growing up ??\u200d\u2642\ufe0f I was actually pretty pudgy until I leaned down a bit once I started uni in 2012. But, until around 3 months ago, I never really put in the time &amp; effort necessary to actually actively work on my fitness and diet. The past couple of months, with the help of my fav fitness partners like @barryscanada, @soulcycle, and most recently, @athleteskitchen, I\u2019ve been able to really burn off the extra fat I\u2019m carrying around and build up lean muscle. This is the first pic of me shirtless where I\u2019m actually crazy proud of how I look ?? I\u2019m 100% not close to where I want my body to be, but as they say, it\u2019s all about the journey. Every single day, I\u2019m learning to love &amp; accept the body I see in the mirror, while taking active steps to improve my health &amp; fitness. For me, that\u2019s what body positivity is all about ? What have y&#39;all done today to show your body some love? \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800\u2800 \u2800\u2800\u2800 #torontoblog #torontoblogger #torontobloggers #yyzblogger #igerstoronto #canadablogger #torontostyle #lgbt #lgbtpride #queer #lgbtq #pridemonth #pride #torontofashionblogger #fitnessbloggers #fitgram #fitnessprogress #fitspire<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/mr.benfield\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> Matt Benfield<\/a> (@mr.benfield) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2018-07-05T16:19:48+00:00\">Jul 5, 2018 at 9:19am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_empty_space height=&#8221;225px&#8221;][vc_column_text]<em><strong><span style=\"font-size: 24px; line-height: 32px; color: #000000;\">&#8220;[My most popular posts] are either personal posts or when I put a &#8216;thirsty&#8217; photo up. If I do some kind of shirtless photo or something where I&#8217;m showing off my body, it&#8217;s because I&#8217;m proud of the progress that I&#8217;ve made and I want to share that with people. [Like Antoni Porowski from Queer Eye]; I love him to death, he&#8217;s one of my favourites\u2014but he\u2019s a thirst trap Queen. I like thirst with a purpose. If everyone&#8217;s coming to your post because you\u2019re shirtless and that&#8217;s what\u2019s going to push the post further, then I&#8217;d rather there be a message in the caption that someone&#8217;s going to read and have a little moment&#8230;Thirst with a purpose\u2014I need to copyright that.\u201d<\/span><\/strong><\/em>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/12&#8243;][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=&#8221;20px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">But there is a limit. While Koonar says Canada has less influencers and thus less competition, it comes with a downside: \u201cWe always have much smaller budgets.\u201d So while brands may pay more for micro- to mid-range followers (10-100K), like Benfield, \u201cmacro influencers in the US definitely get paid more (and) most Canadian brands can&#8217;t afford them,\u201d she says. \u201cWe don&#8217;t tend to work with influencers over 300K followers as we find it hard to secure budgets in that price range.\u201d<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;Pressure&#8221;][vc_column][vc_custom_heading text=&#8221;A profession under pressure&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text]<span style=\"font-weight: 400;\">A new <a href=\"https:\/\/psycnet.apa.org\/record\/2018-15210-001\" target=\"_blank\" rel=\"noopener noreferrer\">study<\/a> from researchers at Federation University in Australia found that more than any other social media platform, Instagram skews our perception of reality and social comparisons, not only for followers but also for influencers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThere are a range of possible health effects to people who become influencers,\u201d says psychology professor Danielle Wagstaff, whose findings were recently published in the journal <\/span><i><span style=\"font-weight: 400;\">Psychology of Popular Media Culture<\/span><\/i><span style=\"font-weight: 400;\">. Wagstaff has spent the last three years studying the effects of social media, and how it can be used as a tool for women to compete.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cPeople can become obsessed with their social media lives and neglect to nurture their substantial, \u2018real\u2019 relationships, the ones that provide the bread and butter of feeling loved and socially connected,\u201d she says. Along with cyber-bullying, and trolling, which can lead to emotional and mental breakdowns, it can become tiring to continuously feel the need to \u201ccurate\u201d your life.\u00a0 \u201cThe pressure to live up to the expectations of thousands of people watching your every move can be enormous.\u201d<\/span>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1563988722066{background-image: url(http:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/wp-content\/uploads\/sites\/30\/2019\/07\/JOELProfileBG.jpg?id=156) !important;}&#8221;][vc_column_inner width=&#8221;1\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_empty_space][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BqV17YslGCW\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BqV17YslGCW\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BqV17YslGCW\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">SALVADOR DALI (1904-1989) Surrealist painter, best known for \u2018The Persistence of Memory\u2019. &#8211; SWIPE to see YOUR #Poll4Joel votes!! I hope this Artist series inspires you to learn more about these iconic peeps. I\u2019m having a great time digging through my old art history notes ? &#8211; lips are @colourpopcosmetics Pitch Liner, with @limecrimemakeup Riot and @fentybeauty Diamond Gloss Bomb. eyes are edited lol<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/joellouzado\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> joel<\/a> (@joellouzado) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2018-11-19T00:10:05+00:00\">Nov 18, 2018 at 4:10pm PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][vc_empty_space][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_empty_space height=&#8221;200px&#8221;][vc_column_text]<em><strong><span style=\"font-size: 24px; line-height: 32px; color: #000000;\">&#8220;I really didn&#8217;t like the look when I put it up so it&#8217;s crazy that it&#8217;s arguably my most engaged with post. I still look at it and I like parts of it, but man, that lip is rough. I hate looking at it so much. And I feel like it took me three tries to get even that. Even the outfit I tried to put together, I look like a schoolboy somehow, and it&#8217;s not what I really wanted for it. When I looked at the photo afterwards, I was like \u2018something\u2019s missing.\u2019 I felt like I needed to add something to it, but felt like if I added anything it was going to ruin it.&#8221;<\/span><\/strong><\/em>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/12&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<span style=\"font-weight: 400;\">It\u2019s especially tenuous when it is a couple or family that are sharing their life in real time for the world. Katie-Rose Decoeli says, so far, blogging as a family hasn\u2019t been difficult. She\u2019s never had any hesitation when thinking about featuring her three kids on social media.\u00a0 \u201cTo me, I enjoy following other moms who are real and talk about everything and share everything,\u201d she says. She hasn\u2019t thought about when or if to draw a line, but maybe she should.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe question of how much of your child\u2019s life to share on social media strikes a note for a range of ethical and moral reasons,\u201d says Wagstaff. While there\u2019s little research on the topic, she believes many problems can arise when private family time becomes public. \u201cThere\u2019s a pressure there to interact in a particular way, a fear that potentially your candid, intimate moments with your family are going to be shared with the world, potentially without your informed consent. Especially with little kids, how much informed consent are they really giving to have their images all over social media when they potentially don\u2019t understand what\u2019s happening?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Decoelis have been sharing photos of their kids from birth, literally. \u201c\u201cOur kids have been in front of the camera their entire lives. So they have never said no, really,\u201d Katie-Rose says. If they ever were to realize they\u2019re \u201call over the Internet\u201d at a later age, and dislike it, she adds, the family would find a new angle.\u00a0 But, that doesn\u2019t really account for the content being posted now, in their infancy and as toddlers. \u201cHow do kids decide the terms on which they participate in being a social media star? How do we know children really understand the implications of what\u2019s happening, and therefore can consent to this?\u201d Wagstaff asks about this scenario. \u201cHow much right does a parent have to share what are sometimes the intimate details of their child\u2019s life?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But despite the mental toll, the draw to sharing content, and the adrenaline boost, like the one Guruparan says she gets from the likes on her body-positive bikini photos and her traditionally Tamil wedding looks, is natural. \u201cIt\u2019s one thing to appear appealing to your friends and family, but being noticed by a stranger can certainly induce an adrenaline rush,\u201d Wagstaff agrees. \u201cI think any positive feedback we receive from others taps into our self-esteem. We feel that we must be doing something right if other people are noticing and liking what we are doing. The desire to be well-regarded by others is wide-spread, some people just crave it from a wider social circle.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, it\u2019s not without its benefits. For people like Guruparan and Benfield, for example, who are looking for representation, social media opens up a whole other world. \u201cYou really, can find support and love from like-minded people online,\u201d Wagstaff says. \u201cThe feeling of being part of a community taps some of our most primitive desires to feel accepted and be held in positive regard.\u201d<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;Future&#8221;][vc_column][vc_custom_heading text=&#8221;The future of influencing&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text]<span style=\"font-weight: 400;\">\u201cAudiences aren\u2019t stupid,\u201d says Platform Media\u2019s Koonar. She points to <a href=\"https:\/\/wwd.com\/beauty-industry-news\/skin-care\/proactiv-speaks-out-about-kendall-jenner-backlash-1202954926\/\" target=\"_blank\" rel=\"noopener noreferrer\">Proactiv\u2019s recent campaign<\/a> with supermodel Kendall Jenner as a failure of authenticity, because people could see right through it. \u201cI think a lot of people were like, \u2018You&#8217;re one of the most beautiful people on the planet, you have doctors who can pump you with whatever you want,\u201d she says. \u201cThese macro influencers like Kylie Jenner, Kendall Jenner. We know how much money they make. We know that they have access to everything, [and] so when they&#8217;re talking about a drugstore product everyone sort of questions that. Everyone\u2019s sick of the macro influencers that will talk about anything.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAuthenticity is becoming like a buzzword,\u201d Koonar says,\u00a0 but I do think people are craving [it].\u201d Outside of even branded content, people are looking for content that makes them feel like the world is a good place. \u201cI think getting people to be a little more truthful and a little more believable, it is great because social media is a scary place where everything can be really fake; you only show your highlight reel, you&#8217;re not showing the behind the scenes of the 40 images it took to get that one image,\u201d she says. \u201cSo I think the more authentic and unfiltered people are, people are really attracted to that. People on social media are craving those types of interactions, because the more we get into social media, the less authentic reactions we have in real life.\u201d\u00a0<\/span>[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BlToz7JHxuY\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BlToz7JHxuY\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BlToz7JHxuY\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">Utter chaos! And it\u2019s about to get worse. We just bought this 101 year old home and can\u2019t wait to make it our own. The end of August can\u2019t come soon enough! I don\u2019t know how we are going to pull it all off, but I can\u2019t wait to do it with @mrwilddecoeli. Big thanks to @suziedi for rocking the real estate game, @gembasocialfinance for going above and beyond, and my parents @mrscorkum for the overwhelming support. Can\u2019t wait to share the details of this next chapter in our life with you! #thewilddecoelis #capecorncottage<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/thewilddecoelis\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> Katie-Rose+Rob: lifestyle blog<\/a> (@thewilddecoelis) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2018-07-16T21:00:01+00:00\">Jul 16, 2018 at 2:00pm PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text]<span style=\"font-weight: 400;\">The Decoelis, for their part, have turned down opportunities and have ended contracts early. For example, the one they had with a fast food company, whose food ended up going entirely against the diet prescribed to their eldest son for his behavioural issues. \u201cPeople don&#8217;t talk about real life enough,\u201d Rob says. \u201cPeople put on a show of what real life is, and we show things up, too. You know, we put a spin on things sometimes for the Internet, but we also try to keep it very real with our messaging. We\u2019re going through trials and errors. We\u2019re just trying to raise our kids the best way possible.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As with anything that becomes popular, everyone looking to jump on the bandwagon can lead to one thing: over-saturation. In a January 2019 <a href=\"http:\/\/mediaincanada.com\/2019\/01\/10\/how-social-and-influencer-landscapes-will-shape-up-in-2019\/\" target=\"_blank\" rel=\"noopener noreferrer\">article<\/a> for <\/span><i><span style=\"font-weight: 400;\">Media in Canada<\/span><\/i><span style=\"font-weight: 400;\">, Vizeum\u2019s Capobianco predicted that by the end of 2019, we\u2019ll see an \u201cinfluencer overload\u201d in the country. Not only does this affect the creators themselves, but as Capobianco tells me, too much influencer marketing can create a fatigue in audiences, the ones they\u2019re hoping to speak to, either for a social media like or a product purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI think there&#8217;s a fine line on [influencer marketing],\u201d Capobianco says. \u201cIf you feel like an influencer is just randomly selling or promoting any new product, any given week, it falls flat. If people feel good about a product, genuinely support a product and provide a genuine point of view on it, that works better,\u201d he continues. \u201c[If] one week [an influencer] promotes brand A and [then] three weeks later they promote a competitor to brand A, it starts to feel disingenuous, and it&#8217;ll lose its effect.\u201d\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While the idea of \u201cthis\u201d all coming to and end is a scary one, it\u2019s something that Koonar says is top-of-mind for her and Platform\u2019s roster of talent, and something they openly discuss. \u201cI think it&#8217;s smart for [influencers] to think about [what comes next], because there&#8217;s always someone new to follow or something different.\u00a0 You might not have a super long career as an influencer and, it gets tiring after a point,\u201d Koonar says.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Benfield agrees. \u201cNo creator wants to do sponsorships for the rest of their life as their main source of income,\u201d he says. While it\u2019s great as a baseline, allowing content creators to find other avenues and streams of revenue, Benfield is wary of banking everything on one means of engagement: \u201cBecause number one, it\u2019s not sustainable. Who knows what Instagram is going to be doing in the next year? Who knows where social media is going to be?\u201d he says. Benfield recalls a recent meeting between Koonar and the roster, where a presenter from Indeed posed a terrifying, albeit very real, situation. \u201cShe was like \u2018Instagram could go down tomorrow, and then what are you doing?\u2019\u201d Benfield says. When asked if the idea that his livelihood is at stake scares him, he says: \u201c100 per cent.\u201d<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text]<span style=\"font-weight: 400;\">Recently, Benfield was given a small taste of what that would be like if Instagram did disappear when the app was down for 24 hours in March. The experience reinforced the necessity of having a diverse portfolio and Internet presence. \u201cIt did make me think: \u2018Wow, you&#8217;re just on Instagram. You need to have your own blog. You need to have your own website where you can do different creative things and have a YouTube channel. You need to have all of these spaces where [you can] create different types of content,\u2019\u201d he says.\u201cIt\u2019s like investing; you don&#8217;t invest $1,000 in one stock. You invest many different portfolios and different, you know, eggs in a basket, that whole metaphor.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Koonar says she always encourages her clients to dig deep to understand why they\u2019re building their brand and to look ahead to their potential next steps.\u201cIs it just because you want people to follow you or is it because you want to do something next?\u201d she asks. For a lot of content creators, that \u201csomething next\u201d means commoditizing, and capitalizing on their name, branching out into other entrepreneurial fields. \u201cMaybe [it\u2019s] having their own vegan beauty line or children&#8217;s books\u2014we&#8217;ve had quite a few people do cookbooks,\u201d she says. \u201cI think books are on everyone&#8217;s list. I think everyone wants to be some sort of author, or on a television show.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People, Koonar says, are thinking about how to utilize their platform\u2014most people at least. \u201cWhy wouldn&#8217;t you? If you have 300,000 people following you and doing what you liked or your tell them to do, then why not use that to venture into something new? \u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nikolajev is holding on to her day job at Sportsnet \u2013 for now. She has her own plans for the future. \u201cUltimately my end game would be to write some sort of book or have some sort of show in the vein of a Busy Phillips or Chrissy Teigen, with a little bit of satire or [comedy],\u201d she says. \u201cPeople resonate with my stories and when I talk to them, so I just feel like it would be a really natural progression that I would love and feel comfortable doing.\u201d\u00a0<\/span>[\/vc_column_text][vc_row_inner css=&#8221;.vc_custom_1563989006989{background-image: url(http:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/wp-content\/uploads\/sites\/30\/2019\/07\/AlexandraProfileBG.jpg?id=158) !important;}&#8221;][vc_column_inner width=&#8221;1\/12&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_empty_space][vc_column_text]<span style=\"font-size: 24px; line-height: 32px; color: #000000;\"><strong><em>&#8220;I only started using meme content in 2019 because with Netflix, the nostalgia factor is really big. Sex and The City was a show that resonated with so many women that were Gen Y and older millennials, and with the dating landscape now there has to be ways that we can apply what happened in SATC to now. This image was so funny, because literally when I go on these apps, I always feel like saying all these things. So l put [the caption] as &#8216;Dating in 2019.&#8217;<\/em><\/strong><\/span><\/p>\n<p><span style=\"font-size: 24px; line-height: 32px; color: #000000;\"><strong><em>A lot of the feedback that I get through my social channels is that I have a personality. And I think that [memes] are a way for my followers to really see that I have more personality than just the outfit that I&#8217;m wearing. That&#8217;s how they find me more relatable than necessarily what I&#8217;m wearing or what I&#8217;m doing. It&#8217;s like when I&#8217;m doing my Instagram stories or talking to my phone, I think that people find that they hear a lot of themselves in what I&#8217;m saying and they find that how I&#8217;m saying it is very much like having a conversation with a friend.&#8221;<\/em><\/strong><\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;5\/12&#8243;][vc_empty_space][vc_column_text]<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BvjY4rtD-U3\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BvjY4rtD-U3\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BvjY4rtD-U3\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">2019: more choices for toppings than guys.  #yawerebasic #satc #tbt #datingin2019<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/lexniko\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> alexandra nikolajev<\/a> (@lexniko) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2019-03-28T13:02:39+00:00\">Mar 28, 2019 at 6:02am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>[\/vc_column_text][vc_empty_space][\/vc_column_inner][vc_column_inner width=&#8221;1\/12&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=&#8221;12px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Whatever the future holds for the industry, marketing experts seem to agree the important thing is that influencer culture and the people who fund it will be around for a long time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI think now that influencers exist, they won&#8217;t not exist,\u201d Koonar confirms. \u201cSocial media is just how we like to operate now. It&#8217;s like the Internet wasn&#8217;t going to go away after three years, you know, [people weren\u2019t going to say] \u2018I had enough of the Internet, that&#8217;s fine, take it away.\u2019 No, it&#8217;s here.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNow we have social media. We like, it\u2019s here [and] it&#8217;s going to continue to evolve. It\u2019s going to get a little bit different. In what direction, we don&#8217;t know.\u201d<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css=&#8221;.vc_custom_1563198169165{margin-top: -70px !important;}&#8221;][vc_column][rev_slider_vc alias=&#8221;Title&#8221;][\/vc_column][\/vc_row][vc_row el_id=&#8221;Decoelis&#8221;][vc_column][vc_column_text]On June 7, Katie-Rose Decoeli found herself sitting in a hot car in a Walmart parking lot in excruciating pain. Hours earlier, exactly 27 weeks and 6 days into her pregnancy, she\u2019d been induced at her local Halifax hospital. The nurses advised her to come back by 1 pm the&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-microsite.php","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-6","page","type-page","status-publish","hentry","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Age of Influencers - The Age of Influencers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/grad.journalism.torontomu.ca\/influencerindustrycanada\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Age of Influencers - The Age of Influencers\" \/>\n<meta property=\"og:description\" content=\"[vc_row css=&#8221;.vc_custom_1563198169165{margin-top: -70px !important;}&#8221;][vc_column][rev_slider_vc alias=&#8221;Title&#8221;][\/vc_column][\/vc_row][vc_row el_id=&#8221;Decoelis&#8221;][vc_column][vc_column_text]On June 7, Katie-Rose Decoeli found herself sitting in a hot car in a Walmart parking lot in excruciating pain. Hours earlier, exactly 27 weeks and 6 days into her pregnancy, she\u2019d been induced at her local Halifax hospital. 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