When influencers behave badly online, there is one group of people most willing and able to police them: strangers on the internet.
But staying across Australia’s smorgasbord of influencers is no small feat, especially as new ones seem to pop up every day. Why bother expending such time and energy policing people they don’t even know?which has over 60,000 Instagram followers, the effort is worthwhile for the space it affords her to speak openly about all things influencers, a topic she admits is not everyone’s cup of tea.
In fact, her account gained traction so quickly that when the time came to decide whether to return to work after taking maternity leave, she decided to make the account her full-time job. Paul now runs it like a business, charging followers seeking more content about $20 a year to become her “close friend” on Instagram, meaning they can access extra posts on her stories. About 1000 people signed up within the first week of its launch. It now has over 2000 subscribers.
While gossip content may appear vapid, Ford says it can act as an effective accountability tool for influencers, like a Human Resource department for social media, encouraging certain influencers to think before they do, and discouraging younger users from the “wrong kind” of influence. The worse is no small matter. The accounts attract some toxic commentary, something Paul says is likely a result of “tall poppy syndrome”.
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