Veronica B calls for more respect for influencers

News.com.au

2 days ago

An influencer who faced backlash for her comments about how hard her job is has doubled down on her stance, calling for more respect for content creators.
Veronica B went viral last year, being told to 'touch grass' and get back in touch with reality after she claimed being an influencer was harder than her previous role working in events.
Last week, she released a song called Touch Grass about what went down, and invited every Australian influencer she knew to a secret event in Sydney. Many assumed it would be to promote her song but when she took to the stage, Veronica said: 'The real reason you're all here tonight is for us to hit back.'
She said she was 'sick and tired' of influencers being treated 'like a joke'.
'We deserve more rights and we deserve to be taken seriously,' she said, which was met with a huge cheer from the audience.
'You know why? Because it's hard work.'
Veronica, who has nearly 600,000 followers on TikTok, said she 'doesn't know how the world would survive' said without influencers and content creators. She said people wouldn't know where to eat, how to do their makeup or what to wear without content creators. At one point, it was suggested influencers all unite in not posting until more respect was given.
'I've decided to start an Australian influencer union,' she said, adding that influencers did need to stay humble.
'People think this is all a joke but it's not and it's about time we do get respect and appreciation for all that we do,' she said at the event Wednesday night.
'TikTok has already overtaken Google as the biggest search engine for Gen Z when they're want to find somewhere to eat or visit or anything and it's our content driving that. That's the influence we have.'
On the night, several influencers shared their thoughts on the narrative that being a content creator wasn't a 'real job' or that it 'wasn't hard work'.
Jasmin Mitwali was asked if she thought she worked harder than a teacher or a doctor, she said, 'Honestly I do.'
'It's a different type of work. You have to stay relevant and come up with content all the time.
'It's not just scrolling. You really have to do the work behind the scenes.'
Dani Russell, one half of Dani and Blake, said that influencers didn't need more respect from the public but 'more understanding'.
Isaias Vego said being a content creator was 'not easy'. He said coming up with ideas and editing was hard, but he didn't pay attention to haters because 'they want to be us'.
Yisra said 'any work was hard' and if you were complaining about other people's work you need to 'fix yourself'.
Video of Veronica's speech has landed online, and people have had a lot to say about it.
'This has to be rage bait,' one person said.
Another added: 'There are people dying Kim!'
One asked if she was being serious, while another social media user bluntly commented: 'Get a real job.'
Nicole Reaney, PR Expert and CEO InsideOut Public Relations, said this 'wasn't an ideal approach'.
'Influencers rely on their personal brands and popularity to generate social communities and brand interest,' Ms Reaney said.
'Deliberately provoking 'the hand that feeds you' can tarnish an image. Particularly when brands conduct digital audits ahead of scoping potential influencer partners.'
She said that mega influencers are attracting as much as $10,000 for a single post — but this can quickly come undone if they are involved in controversy.
'Influencers are easily mocked as there are some public community groups that perceive their role as inferior to traditional jobs,' she said.
'However the influencer market is on the rise. The market is set to be worth $1257 million by 2028 — as brands recognise that peer reviews and agile content drives word of mouth and brand trial. More than half of young consumers will purchase a product showcased by an influencer. There is a humanistic element to them versus traditional celebrities.'
She said if influencers truly wanted to shift perceptions, a good start would be becoming more conscious of the personal brand they represent, and elevate what is happening behind the scenes.