This part is cretinously stupid of course:
For social media influencers, success comes in units of thousands and millions – but for many of them that is followers, not pounds.
This month, MPs recommended that the government investigate pay standards in the industry as part of a wider review of the influencer market, citing inconsistent pay rates and evidence of a racial pay gap.
It’s purely numbers driven – as close to a pure market as we’re ever likely to get. Have a large audience that spends lots, you’ll get well paid. Have a small one, or one of little value, you’ll be paid little. And?
But this is lovely and ambitious:
There are also moves to establish a trade union for influencers and creators in the UK. Kat Molesworth, co-founder of the Creator Union, is hoping to start recruiting members later this year. She says influencers and content creators are often treated badly, working without contracts and waiting months or years for payment.
“I think that funding for a union should in part come from the industry, both the advertising industry and the social media platforms, because influencers are part of a $6bn global economy and they deserve to be treated fairly and represented,” says Molesworth.
The people the union will be negotiating against should fund the creation of the union?
Now actually think about this a little. It’s a blindingly good idea. A great little earner for whoever gets to occupy the corner office of course. But much more than that, if it’s the industry that funds the union then it’ll be the industry that controls the union. Which would be a lovely strategic win, wouldn’t it, even if pretty shit for those influencers.