Stewart Gurney, Chief Strategy Officer, Kaimera
This year’s Met Gala was an undisputed moment of celebrity opulence and extravagance. From ridiculous flower adorned headdresses, near-naked outfits to pain-inducing corsets and outfits so tight they physically prevented movement, the event lived up to its reputation as the pinnacle of celebrity culture.
What made this year a bit different was the world context. Juxtaposed to the ludicrous images of costumes emerging from the Met Gala, were real images of war and suffering. On the day that the Met Gala happened, Israel launched an attack of Rafah and social media was awash with some genuinely harrowing images of war, creating a real contrast to the opulence of the chosen elite.
Social media users started to the take notice of this clear juxtaposition. Drawing parallels with the world of disparity and inequality created in the Hunger Games. Where the Capitol elite existed, oblivious to the torment and suffering of the rest of Panem.
The fires of revolution were further inflamed when a video of influencer Hayley ‘Baylee’ Kalil also emerged from the event showering her mouthing “let them eat cake”, echoing the disparity in privilege and wealth that led to the French revolution.
A digital revolution across social media soon began, as social media followers used the ‘digital guillotine’ on those tone-deaf celebrities. Unfollowing celebrities who selfishly used their platforms for personal gain and not for helping to shine a light on some of the humanitarian crises happening around us. Hashtags like #blockout2024 #celebrityblocklist #letthemeatcake have been gaining popularity, with users sharing lists of celebrities to not just unfollow, but block.
Hitting them where it hurts, in their social clout and ultimately their revenue.
This trend presents a fascinating – and potentially challenging – new reality with a few implications for those who operate in the social ‘influence’ space.
- Authenticity Audits: The era of blind faith in influencer endorsements is over. Consumers are savvier and expect the influencers they follow to align with their values and use their influence in a way that’s not just about personal gain. Partnering with micro-influencers with stronger and more ‘authentic’ followings could become a more attractive strategy.
- The Rise of Community Building: Macro-influencers with inflated follower counts may see their reach diminish. The power will shift towards communities and social media collectives with strong organic engagement. Advertisers will need to explore innovative ways to tap into these communities, perhaps through influencer partnerships or even fostering brand ambassadorships amongst everyday social media users.
- Redefining Influence: The very definition of "influence" is on the table. Metrics that measure likes and shares may no longer be the holy grail. Instead, the focus will shift towards brand sentiment analysis and measuring the impact of influencer marketing on brand perception.
While this revolution may not be the end of the cult of the celebrity as we know it, it’s an interesting shift in value exchange between influencers and followers. While Kim Kardashian might not be quaking in her Balenciaga sneakers anytime soon, it does mark the beginning of a whole new raft of attitudes towards ‘celebrity influence’.