The Rise of Influencers

In a new series, The Indicator dives into the economics of online influencing. [View this email online]( [Planet Money]( --------------------------------------------------------------- The Age Of Influencing What do you want to be when you grow up? Today, when you ask kids that question, [one of their most popular responses]( an influencer. That’s right. Move over pilot, firefighter, and the other popular occupational aspirations of yesteryear. Many kids today want to make a living by amassing followers on TikTok, Instagram, and YouTube and peddling products and services to them. Kaz Fantone/NPR All this week, The Indicator from Planet Money is breaking down the economics of social media influencers and how their rise in popularity, fame, and power makes influencer marketing a viable career… for some. Star influencers can earn millions of dollars a year. But, as the show reports, only a teeny-tiny fraction of influencers actually earn enough to do it full-time. Most, instead, do it as a side-hustle while working a full-time job. In this five-part series, The Indicator will be covering the history of influencing, the basics of what it means to be an influencer in 2023, and why Gen Z is so enthralled with the occupation. They will be diving into how influencers make their money. And, they will also look at the dark side of influencing, including the mental health challenges that come with social media attention and the disparities in pay that are seen in the industry. So tune in! This series will be entertaining, informative, and very much in the zeitgeist. Kaz Fantone/NPR Not subscribed? [Subscribe to this newsletter.]( Want to send this to others? [Share the web-version of this newsletter on social media.]( Want more Planet Money? [Listen to our podcasts.]( --------------------------------------------------------------- Newsletter continues after sponsor message --------------------------------------------------------------- Get Bonus Content [Planet Money Plus]( Subscribe to Planet Money+ for bonus episodes with behind the scenes takes, extended interviews, and extra facts we couldn’t fit into the main show. Plus, it’s ad free. You’ll get The Indicator and Planet Money Summer School too - all while supporting our nerdy, ambitious journalism. Learn more at [Plus.npr.org/PlanetMoney](. --------------------------------------------------------------- On Our Podcasts The hidden history of race and the tax code — This past January, researchers uncovered that Black taxpayers are three to five times as likely to be audited as everyone else. One likely reason for this is that the IRS disproportionately audits lower-income earners who claim a tax benefit called the earned income tax credit. And this, says law professor Dorthy Brown, is just one example of the many ways that race is woven through our tax system, its history, and its enforcement. [Listen here]( A tech billionaire goes missing in China — Earlier this year, Bao Fan, a prominent Chinese banker and tech billionaire, went missing in China. According to a statement from his company, he's "cooperating in an investigation being carried out by certain authorities in the People's Republic of China." The details are very murky, but his disappearance raises questions about doing business in China right now. The Indicator has the story. [Listen here]( Also on The Indicator: [The dating game that does your taxes]( [Can forcing people to save cool inflation?]( and [Gloomy global growth, Tupperware troubles, RIP HBO Max]( --------------------------------------------------------------- Stream your local NPR station. Visit NPR.org to find your local station stream. [Find a Station]( --------------------------------------------------------------- [Subscribe to Planet Money+](. Your support helps make our show possible and unlocks access to our sponsor-free episodes. What do you think of today's email? We'd love to hear your thoughts, questions and feedback: [planetmoney@npr.org](mailto:planetmoney@npr.org?subject=Newsletter%20Feedback) Enjoying this newsletter? Forward to a friend! They can [sign up here](. Looking for more great content? [Check out all of our newsletter offerings]( — including Daily News, Politics, Health and more! You received this message because you're subscribed to Planet Money emails. This email was sent by National Public Radio, Inc., 1111 North Capitol Street NE, Washington, DC 20002 [Unsubscribe]( | [Privacy Policy]( [NPR logo]