Platformed cultural production and calibration in the Covid-19 pandemic

The COVID-19 pandemic created a period of social and economic crisis that introduced two distinct problems for social media influencers. At the same time that the pandemic made their work economically precarious, it also made their work morally hazardous, as large-scale human suffering made influencers’ lifestyle promotions appear out of step with their audiences’ day-to-day experiences. How did influencers and the personnel they work with organize their labour to navigate uncertainty and avoid moral criticism? Drawing on 40 in-depth interviews with fashion influencers as well as the industry personnel they work with, I explain how influencers and those close to them respond to and combat issues of uncertainty and change during a period of crisis. I pair this interview data with a year-long online observation of influencers’ labour online. In a calibrated move from aspiration to authenticity, influencers stressed the ‘ordinary’ and ‘everyday’ qualities of their lives during the pandemic, evading moral sanctions against profit-making. Throughout, they leveraged their tentacular connections with audiences to refine content in step with shifting demand and desire online, maximizing their market reach and annual revenue.