This is an excerpt from Please like me, BuzzFeed News on how influencers are vying for your attention. You can register here…
Ever since the federal government first started offering payroll protection loans in 2020, influential persons have been the target of the anger of people who want to draw the attention of those who were eligible for help from COVID, and argue about who is “worthy” of these funds.
This week participants Bachelor The subreddit followed the former stars of the franchise who have now become influencers. Taishia Adams, Colton Underwood, Ari and Lauren Luyendyk were criticized online for applying for and receiving PPP loans, and it all grew into a scandal that engulfed tabloids…
In my opinion, the distribution of public money is not exactly what makes people angry. The main problem is that many people refuse to acknowledge that influencers are small businesses and do not understand and respect the work they do. So when they see influencers getting money that they think should go to traditional business owners, they assume the influencers “stole” it from real hardworking people because they are greedy.
I understood. Sometimes it annoys me too. Influential people seem to have wonderful lives. They work for themselves, set their own schedule, and can choose how often they work or not. They can write about their interests and even lead an extravagant lifestyle, going on luxury trips and shopping for content. The best influencers don’t even pretend they work at all. It’s okay to be jealous of them.
However, there is a difference between having a fairly pleasant job and not working. For whatever reason (cough, cough, sexism), even though we have been in the creator economy for over 10 years, the vast majority of the US population refuses to accept being an influencer, an industry made up mostly of women. it’s a legitimate career.
The truth is, most influencers run their own limited liability corporations, develop content for brands, pay taxes as business owners, and do a host of other things that we don’t see on Instagram. Some have employees, while others hire contractors to handle certain aspects of their business, such as photography or SEO management. Among all the drama this week, Jessica Camerata, who blogs on An Indigo Day, posted this IGTV in which she explains how her business works and how I recommend watching it for a complete picture of how a lot of it works.
Plus, since March 2020, influencers, like any other small business owner, have looked like they were in serious trouble. At the time, I was talking to Grace Atwoodwho told me that she already has several deals with brands (her main source of income for her business) has been canceled or shelved by sponsors who were tightening their belts. Most recently, the group travel bloggers I interviewed and everyone told me that in the spring of 2020 they lost significant income and they had to completely change their business models in order to stay afloat. (This does not mean that any of these people took out a PPP loan – I did not ask.)
Yes, for influencers, the decision to take out a PPP loan could involve paying themselves if they own sole proprietorship… It doesn’t matter how wealthy these influencers appear personally, as personal and business finances are completely different. You can have personal wealth, but if your business is not profitable, it will die.
There is nothing wrong with influencers doing this – at least from a legal point of view. The influencers are small businesses and the PPP loan was developed to keep this business afloat. The influencers lost income, so they used government aid to weather the storm. Isn’t that what the whole program was designed for?
Now I can hear you. But what about all the small businesses that didn’t get the loan that deserve the money more? Yes of course. Many, unfortunately, did not receive money from the state and suffered as a result. It sucks! But why are other small business owners to blame for this?
Or maybe you say But influencers are not small business owners! This brings me back to my original point of view. There is little difference in principle between the owner of an LLC, an influential business that sells clothes on Instagram, and the owner of a regular store. The only difference is how we perceive them as a society.
It’s okay if you’re still angry. It seems unfair that some of us have to work for Human while other people do business on Instagram. Many influencers are where they are because they enjoy multiple privileges, such as money, popularity, or industry luck at the right time. Again, it’s okay to be jealous.
But the PPP argument says nothing – it’s based on delusion and bad faith. Discussing this doesn’t help anyone, much less business owners.