Influenced, for Bad and Good.
As I walked down the cobblestone streets of downtown Nantucket a few weeks ago, attempting to navigate my wheeled suitcase to the wharf to catch my ferry home, I had to dodge and weave around lines and crowds at every turn. The island was PACKED, and not just because there was a design event that week. Seemingly in the last 5 years whenever I visit, it’s been overwhelmingly busy- tourists blending with summer residents, renters and day trippers from the Cape. It has been so much so that I have been avoiding going during high season, preferring the calmer months of September and October when reservations open up, you can manage to find a spot to park and enjoy the undisputed beauty and charm of the island with less frustration and, to be honest, in your face extreme wealth. In the summer it’s been trending more mega yachts than fishing boats it seems, and for me personally, that vibe has become more stressful than relaxing. I know summer residents who now avoid going into town altogether during the summer because they too feel the same way, while some really enjoy the now bustling nightlife and “scene”. To each their own.
Nantucket is having a viral moment- between the wildly popular and star studded TV adaptations of Elin’s novels (she and her books are lovely and I am a huge fan and friend) to yes, an increase in the visibility from creators and companies in search of the most idyllic and click-inducing backdrops and storylines. It seems that every brand, big and small, is having a pop up on island (including recently one of my own collaborations), inviting this type of content to be created, and inviting (literally) influencers from near and far to visit, causing a bit of a rift with people who have lived there for not only years, but generations. Most notably, the recent addition of a “No Influencers” quarter board sign displayed at the Four Winds Craft Gallery (which I love) has caused quite the eye opening conversation about the creator economy, “influencer” culture, social media addiction and good old fashioned manners. It’s not about Nantucket specifically, it’s a much bigger and broader discussion- it’s happening a LOT of places, which means it’s cultural and global, not specific to one geographic location.
I can see this from both sides, albeit a bit more intimately from one side. I myself, obviously, have built an entire career with the help of social media. My business started as a blog. That visibility helped me start a design firm, write three books, employ a bunch of people and now create my own product lines that yes, I market online. I also make a healthy revenue from affiliate linking and recommending products to my followers. Personally, I hate the term “influencer” and don’t really enjoy sharing pictures of myself, which harks back to self esteem issues that took root as a child and linger to this day. I am so uncomfortable doing photoshoots because it feels like I’m saying “I’m so cool and perfect, look at me”- and I do NOT feel that way, quite the opposite, in fact. But what I DO love about content creation is sharing amazing things I’ve found, places I’ve visited, items and work I’ve created. I love a good buy, a new artist or a wonderful eyeshadow- and I love telling people about it, helping businesses grow and I think I have a good eye for beautiful and well made things. Simple as that. And lo and behold- now I can also support my family by doing it, and the families of my employees! It’s truly quite amazing what this new media has afforded so many people. And luckily I have a business and vocation other than influencing that allows me to remain very picky and diligent about only sharing links to things I truly use, love and think people would enjoy. I turn down more offers than I accept for free stuff and paid content because I want to remain a trusted voice in the space. I’d rather have 100,000 followers that trust my recommendations than 1 million who don’t.
But of course, it’s not all that way with every account on IG or Tik Tok (although I’m not on Tik Tok so I have no idea how that works). Some people will push anything for a commission, even products they don’t like or use. Some people galavant through a public street stopping traffic to find the right shot. Or take picture after picture in a store blocking others from perusing the goods or take over a great tourist spot to get video content not caring that others may want to also enjoy the same spot. But that is not exclusive just to content creators and influencers- that is a problem that is universal, which is the loss of manners, politeness, face to face communication and awareness of others around you. And those problems span across lots of lifestyles, ages, careers and societies. People taking calls on speakerphone in public places, running into you on the sidewalk from not looking up, kids not knowing how to speak properly to adults in real time, general rudeness becoming more and more a daily experience. Our lives are SO heavily online- everyone, not just influencers, seem to live by the notion that “if I didn’t capture it and share it, did it even happen?”. I’ve felt that way and I bet you have too at one time or another. It’s become more and more obvious the powerful change this has had on how we interact and experience life, especially as I watch my own kids and the draw to their iPads- for games, chatting with friends or “just time to chilllllll, Mom!”- or the need I feel to document my days on my phone.
And yet, this content creator/ social media culture has created a LOT of income and employment for so many people. It has allowed more women to make an empowering income while also staying home with their children, others to be self-employed, launch a business or have a side hustle to make ends meet- so many things. It has also helped so many smaller brands get off the ground with limited marketing funds, given exposure to new artists and truly shaped the way we get information, in good and bad ways. So I was FLOORED when I saw such an incredible bevy of truly hateful and vicious comments from people on the post Four Winds made about their sign. I couldn’t believe what I was reading- so much so I felt compelled to engage, which was probably stupid, but I really did not like how so many people were absolutely vilifying this industry. I haven’t had such nasty interactions with people since posting about not liking Trump (speaking of selfish grifters…)
Being a part of the content creator business, I felt the need to share my perspective, and hopefully it is one that is balanced, in which two things can be true- you can be annoyed by things going viral online and making your favorite places too busy for you to enjoy and also really delighted that people are succeeding on their own terms because of that notoriety and acknowledgment. In fact, that’s happened with the bakery next to my office! It drives me nuts that I can’t just pop in for a latte or a croissant because there is a line around the block for a viral iced coffee they have- I GET IT. But also, that bakery is experiencing wilder success than it ever imagined, I’m certain! So while I am annoyed for myself, I am also thrilled for them as a small, female founded business. The same goes for feeling badly about yourself from consuming too many “highlight reels” from content creators who exude wealth, perfect skin and six pack abs while also being super pumped about the $40 Target jeans you discovered because a stay at home mom with good style shared that find with you. Both exist! You can be angry that Nantucket feels like it’s been taken over by influencers and finance bros and lost its quaintness, while at the same time cheering on their tourist economy that is BUSTLING from that influx of people and the employment of the island’s workers for an increase in events.
It’s not black or white. And you get to set your own boundaries- whether thats a sign in your shop saying “no photography” (I still don’t love the call out of specifically influencers) and asking people who are disrupting your business to leave or limiting your exposure to Instagram when it makes you feel bad, unfollowing people you no longer connect with or feel aren’t being genuine, whatever it is- everyone can make their own call and live and work in a manner that suits them as an inalienable right. But blaming the shift in an entire culture and a host of social issues on influencers alone, most of which are decent humans making a living doing something they enjoy? That’s something I certainly say a hard “NO” to and I’ll happily hang that sign on my wall.
**Of course this is a discussion and all opinions welcome, but please keep it civil and polite. :)
Browse:
I know of very few websites who are putting out actual content anymore. It’s daily posts of things like “the 15 products on Amazon that will change your life”. Rinse and repeat. Yes, it’s up to me whether to click and buy, I just miss having actual design content to read.
I ditched Instagram last fall, and I have never looked back. It was an addictive, bottomless pit for me; scrolling it simultaneously dulled my brain and over-excited my emotions. You make valid points at both ends of the conundrum, which is a credit to your objectivity and good manners. Thank you for that. Cheers!
Thanks for putting a balanced voice to the currently publicized Nantucket issue. You are right to say this is a much bigger, complicated dilemma in our new normal.
I think my home and my wardrobe are far better because of the influencers I follow. I also enjoy the content and it is a great career for some people. It definitely spurs commerce. If some people don’t like influencers for whatever reason, they can unfollow or unsubscribe.
Seems like a controversial sign they could have posted not photos. Many shops do that.
I went to Nantucket for the day in late April right before the Daffodil festival, it was delightful.
Businesses were open, and people were there for the festival, but not crowded. I highly recommend going at that time.
Just a huge thumbs up to everything you say here. You have put into words what a lot of us are thinking these days. Thank you!
I’ve been a follower since before your first book, so I have a lot of respect for you. I agree we all need to be kinder and more thoughtful how we take up space in the world as it gets more hectic and crowded.
I couldn’t believe it when I saw an instagram displaying the sign “No Influencers,” wondering how you can segregate (and condemn) one minor sect of “all” people. They might as well hang one that reads “no one without a trust fund wanted.” I am not an influencer, but it annoyed me anyway. That shop should be pleased that influencers are helping to create business for them. I thought your essay was excellent, extremely well written, and “spot on.” Also, this is the first time I have ever responded to anything! PS I agree that the term “influencer” is shady, although I will have to admit that I, sometimes, are “influenced.”
I think all beautiful places are more crowded because more people are travelling, single people, young families, newly retired, and seniors. It is not just Nantucket but world over. Santorini and Paris are two that come instantly to mind. I understand the frustration of people living in towns that are overrun by tourists, because to some extent my island has become a go to place. Getting a reservation at some places, unless booked a year ahead, is impossible. It’s the new norm.
Beautifully said Erin! I’ve felt all those feelings and thought all those thoughts but you put them so eloquently into words. The only time I was really irritated with an “influencer” was when we were on the London Eye (too touristic, I know, but we loved it) and two Polish models stood in the corner of the pod that everyone wanted to look out, taking photos of each other. I figured since I’m now old, in young lady terms, I didn’t bother them but finally said “ladies, this is enough. Other people want to see the view too” and they quickly shut down their very rude and obnoxious photo shoot so other regular humans could look at Big Ben. You don’t fit in that category – you bring goodness and light and great design and enviable fashion sense – that I love and appreciate. Lately I’m enjoying opting out of social media all together for weeks at a time. It is bliss. Xo Terri
Thanks for adding your thoughtful, balanced and insightful comments to the conversation, Erin. I think it’s particularly important that you pointed out that this is part of a much larger decline in polite behavior, awareness and respect for others, as well as the ability to consider other’s experiences and perspectives. Sadly, that is what is showing up in all the truly depressing, nasty comments on social media, including those seemingly aimed at all influencers.
As for Nantucket, it will always be special and exquisite. A large part of its appeal for me was its relative understatement. The vast wealth that has been there historically was there to enjoy the island’s natural beauty and charm, not to show off. It may be that Nantucket’s best qualities will be increasingly experienced primarily in the off season when its appeal to those who have to be in the current “in-nest” place is “off peak.” October has always been a divine month on Nantucket …
Almost everywhere I go online – design and book sites primarily – are attempting to sell something. I appreciate influencers on design sites because they give me good ideas. The other side of the coin here is that we have a choice to be influenced. I think that we all should look at our own actions in relationship to influencers.
Such good perspective! It is a complicated issue with holding 2 (or more!) truths at the same time. I couldn’t agree more on this: “a problem that is universal, which is the loss of manners, politeness, face to face communication and awareness of others around you”