TikTok Killed The Movie Star

By: Chase Evers

With the rise of social media, household names have transitioned from Jennifer Anniston and Robert Downey Jr. to Emma Chamberlain and Addison Rae. Anniston and Downey Jr. are celebrities who have reached superstardom through their critically-acclaimed movie and television appearances that appeal to a broad audience. They are most popular among those born from the 60s until the late 90s, including Gen X, Millennials, and some older members of Gen Z. The latter names are influencers, attaining their fame through their ability to engage with the digital world and target a specific demographic niche. These names are mostly known by those born in the 90s and beyond.

Now, why does this matter? With the rise of social media and technology, traditional celebrities are less common. Actors, artists and public figures who have become famous in the 21st century are most likely going to be actively engaging on social media, blurring the line between celebrity and influencer. Singers like Olivia Rodrigo and Billie Eilish, as well as models such as Bella Hadid and Hailey Baldwin, are influencers as much as they are celebrities.

 The entertainment industry has expanded to include social media as a platform to achieve fame, breaking the barriers of Hollywood exclusivity and redefining what it takes to be a public figure. Addison Rae starred in a Netflix rom-com, Dixie D’Amelio is a charting pop singer, and Emma Chamberlain attended the Met Gala. Achieving fame has become less about having a conventional talent, and more about how effectively one can share their life on the Internet (which arguably is a talent in and of itself). But why do people care?

Today, anyone can have a massive following, whether it is because they are relatable, personable, or enviable. Fans generally look at successful influencers and idolize them because of their sought-after lifestyles. And once influencers’ following grows to a certain level, they might find themselves moving into a more traditional celebrity role as their platform grows beyond social media audiences.

Emma Chamberlain is a notable example of someone who gained fame through the Internet, and then utilized that fame to permeate other industries. Chamberlain is a Youtuber who rose to fame when she was a high school student in Northern California. She went on to create a clothing line, sunglasses line, podcast, coffee company, and more. At just 20 years old, she bought a $4.3 Million Beverly Hills house and attended the Met Gala alongside well-established traditional celebrities like Beyoncé and Timothee Chalamet.

Influencers have become an essential part of modern promotional marketing strategies. Since influencers often appear more relatable than celebrities, they offer a unique marketing opportunity. Such marketing efforts even feed into and promote these influencers’ enviable lives, as companies provide them with free products, exclusive invitations, and lavish vacations in an attempt to effectively advertise themselves. 

Influencers who have a close relationship with their fanbase tend to have much higher engagement than traditional celebrities—this metric means that a high percentage of their followers interact with their content. Research shows that brands also prefer to work with smaller or (micro) influencers, with followers ranging from 10K-50K, because they appear more trustworthy, accessible, and relatable. Many major celebrities with huge followings have teams and assistants running their socials. But this tangibly removes them from their fanbase and forges less of a connection with their followers. Other A-listers even prefer to remain completely private. But influencers almost invite people into their lives, which closes the gap between fan and celebrity--you’re seemingly one in the same.

Regardless of how or why someone is famous, they’re famous. But the definition of fame, and the process required to get there, is radically changing as our media consumption habits do. In the future, the question will be: Will traditional celebrities maintain a separation from their influencer counterparts, or will the two terms continue to merge until there is no difference?