Influencers milk dull reality for attention

The current craze got rolling as younger rank and file employees were summoned back to the office after the depths of the pandemic. Sure, the internet has a long history of people chronicling their daily habits in front of the camera including JenniCam and Justin.TV. Yet the number of people earning money from creating video content rose from about 200,000 in 2020 to over 1.5 million in 2024 according to the Internet Advertising Bureau.

The side hustle can be lucrative. In the United States, creators on social media are expected to generate $21 billion in revenue this year, a 16% increase from 2025, according to research firm eMarketer. Brands are seeking out relative unknowns too. The rise of nano and micro influencers – those with a ceiling of 5,000 and 20,000 followers, respectively – have steadily gained share, and encouraged big companies to join the show. Starbucks SBUX.O, for instance, sought out an employee to capture aspects of their job.