Kelley Cours Anderson, College of Charleston Not long ago, the idea of getting paid to share your morning routine online would have sounded absurd. Yet today, influencers are big business: The global market is expected to surpass US$32 billion by the end of 2025. Rooted in celebrity culture but driven by digital platforms, the influencer economy represents a powerful force in both commerce and culture. I’m an expert on digital consumer research, and I see the rise of influencers as an important evolution in the relationship between companies, consumers and creators. Historically, brands leaned on traditional celebrities like musicians, athletes and actors to endorse their products. However, by the late 2000s, social media platforms opened the door for everyday people to build audiences. Initially, influencers were viewed as a low-cost marketing tactic. Soon, however, they became a central part of marketing strategies. In the 2010s, influencer marketing matured into a global industry. Agencies and digital marketplaces emerged to professionalize influencer-brand matchmaking, and regulators like the Federal Trade Commission started paying more attention to sponsored content. The rise of video and short-form content like TikTok and Reels in the mid-2010s and 2020s added authenticity and emotional immediacy. These dynamics deepened influencer-follower relations in ways that brands couldn’t easily replicate. Influencers are now recognized as not only content creators, but also as entrepreneurs and cultural producers.

Why people trust influencers

Social media influencers often foster what researchers call “parasocial relationships” – one-sided bonds where followers feel as if they personally know the influencer. While the concept has roots in traditional celebrity culture, influencers amplify it through consistent, seemingly authentic content. This perceived intimacy helps explain why consumers often trust influencers more than brands. Though the parasocial relationship isn’t mutual, it feels real. That emotional closeness cultivates trust, a scarce but powerful currency in today’s economy. The goal for many influencers may be financial independence, but the path begins with social and cultural capital, acquired through community connection, relatability and niche expertise. As an influencer’s following grows, so does their perceived legitimacy. Brands, in turn, recognize and tap into that legitimacy. Although risks exist, like algorithmic incentives and commercial partnerships that undercut authenticity, many influencers successfully navigate this tension to preserve their community’s trust.

The many ways creators add value

Like any economy, the influencer economy revolves around value exchange. Followers spend their valuable resources – time and attention – in return for something meaningful. Researchers have identified several forms of value that influencers’ content can take:

• Connection, or what researchers call “social value”: Influencers often build tight-knit communities around shared interests. Through live chats, comments and relatable storytelling, they offer a sense of belonging.
• Fun, or “hedonic value”: Many influencers provide enjoyment using entertainment, humor and a touch of allure in their content. Think cat videos, TikTok dances and random acts of kindness that deliver joy and distraction from the day-to-day.
• Knowledge, or “epistemic value”: Creators offer informational or educational content to feed consumer curiosity. This can be through tutorials, product reviews or deep dives into niche topics.
• Usefulness, or “utilitarian value”: From life hacks to product roundups, like “Amazon must-haves,” influencers provide utilitarian or practical value to help simplify consumer decisions and solve everyday problems.
• Money, or “financial value”: People love finding a bargain. Discounts, affiliate links and deal alerts offer direct economic benefit to followers. Some influencers even launch their own products or digital courses, delivering long-term value through entrepreneurial spinoffs.

These forms of value often overlap, reinforcing trust, and can pay off financially for influencers. In fact, consumers are significantly more likely to trust user-generated content like influencer posts over brand-generated advertising.

Lessons for brands

First, there’s evidence that smaller is often stronger. Marketing researchers categorize influencers based on how many followers they have, and nano- and microinfluencers – defined as those with fewer than 10,000 and 100,000 followers, respectively – often generate stronger engagement than mega-influencers with more than 1 million. Influencers with smaller followings can interact with their communities more closely, making their endorsements feel more credible. This has driven brands to focus on mid-tier and microinfluencers, where return on investment is often stronger. As a result, influencer agencies, brokers, platforms and trade associations have sprung up to facilitate these partnerships. Second, brands should remember that influencers’ role in the market comes with new challenges. As the field continues to become more professionalized, it’s also become more complex. Like other entrepreneurs, influencers must keep up with shifting regulations – namely, FTC sponsorship guidelines – which can lead to hefty fines if violated. Many struggle to identify how to best file their taxes when they receive freebies they are expected to build content around. It can also be a challenge for influencers to keep up with continued algorithm tweaks from the multiple social media platforms where they publish. Influencers manage more than content creation. Their role includes quickly responding to followers’ comments and managing communities, as well as handling trolls, all of which is stressful. Personal brand management adds another layer of pressure. As influencers gain more brand partnerships, they run the risk of being seen as “selling out.” Because parasocial trust depends on being viewed as authentic, aligning with the wrong brand or being too promotional can damage the very connection that built an influencer’s following. A single misstep can trigger public backlash. While growing a following can bring brand recognition and financial independence, some influencers even fear that they will lose their own identity. Influencers can struggle with work-life balance, as this is not a nine-to-five job. It requires being “always on” and the constant blurred lines. Their lives become their livelihoods, with little separation between personal and professional identity. In short, when engaging with influencers, strategic brands will recognize that they operate within an intense, high-pressure environment. Organizations such as the American Influencer Council offer support and advocacy, but industry-wide protections are lacking. Influencers have earned a central place in consumer culture not just by selling products, but by offering emotional proximity, cultural relevance and value. They’re not just marketers – they’re creators, community leaders and entrepreneurs. As the creator economy continues to grow, trust will remain its cornerstone. However, the next chapter will require thoughtful navigation of issues like regulation, platform ethics and creator well-being. Understanding influencers means recognizing both their creative work and the evolving market that now depends on them. Kelley Cours Anderson, Assistant Professor of Marketing, College of Charleston This article is republished from The Conversation under a Creative Commons license. Read the original article.

Why Can’t You Wiggle Your Toes Like Your Fingers? The Science Behind Toe and Finger Movement

Steven Lautzenheiser, University of Tennessee Curious Kids is a series for children of all ages. If you have a question you’d like an expert to answer, send it to curiouskidsus@theconversation.com.

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Why can’t I wiggle my toes individually, like I can with my fingers? – Vincent, age 15, Arlington, Virginia

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One of my favorite activities is going to the zoo where I live in Knoxville when it first opens and the animals are most active. On one recent weekend, I headed to the chimpanzees first. Their breakfast was still scattered around their enclosure for them to find. Ripley, one of the male chimpanzees, quickly gathered up some fruits and vegetables, sometimes using his feet almost like hands. After he ate, he used his feet to grab the fire hoses hanging around the enclosure and even held pieces of straw and other toys in his toes. I found myself feeling a bit envious. Why can’t people use our feet like this, quickly and easily grasping things with our toes just as easily as we do with our fingers? I’m a biological anthropologist who studies the biomechanics of the modern human foot and ankle, using mechanical principles of movement to understand how forces affect the shape of our bodies and how humans have changed over time. Your muscles, brain and how human feet evolved all play a part in why you can’t wiggle individual toes one by one.

Comparing humans to a close relative

Humans are primates, which means we belong to the same group of animals that includes apes like Riley the chimp. In fact, chimpanzees are our closest genetic relatives, sharing almost 98.8% of our DNA. Evolution is part of the answer to why chimpanzees have such dexterous toes while ours seem much more clumsy. Our very ancient ancestors probably moved around the way chimpanzees do, using both their arms and legs. But over time our lineage started walking on two legs. Human feet needed to change to help us stay balanced and to support our bodies as we walk upright. It became less important for our toes to move individually than to keep us from toppling over as we moved through the world in this new way.

Human hands became more important for things such as using tools, one of the hallmark skills of human beings. Over time, our fingers became better at moving on their own. People use their hands to do lots of things, such as drawing, texting or playing a musical instrument. Even typing this article is possible only because my fingers can make small, careful and controlled movements. People’s feet and hands evolved for different purposes.

Muscles that move your fingers or toes

Evolution brought these differences about by physically adapting our muscles, bones and tendons to better support walking and balance. Hands and feet have similar anatomy; both have five fingers or toes that are moved by muscles and tendons. The human foot contains 29 muscles that all work to help you walk and stay balanced when you stand. In comparison, a hand has 34 muscles. Most of the muscles of your foot let you point your toes down, like when you stand on tiptoes, or lift them up, like when you walk on your heels. These muscles also help feet roll slightly inward or outward, which lets you keep your balance on uneven ground. All these movements work together to help you walk and run safely. The big toe on each foot is special because it helps push your body forward when you walk and has extra muscles just for its movement. The other four toes don’t have their own separate muscles. A few main muscles in the bottom of your foot and in your calf move all four toes at once. Because they share muscles, those toes can wiggle, but not very independently like your fingers can. The calf muscles also have long tendons that reach into the foot; they’re better at keeping you steady and helping you walk than at making tiny, precise movements.

In contrast, six main muscle groups help move each finger. The fingers share these muscles, which sit mostly in the forearm and connect to the fingers by tendons. The thumb and pinky have extra muscles that let you grip and hold objects more easily. All of these muscles are specialized to allow careful, controlled movements, such as writing. So, yes, I have more muscles dedicated to moving my fingers, but that is not the only reason I can’t wiggle my toes one by one.

Divvying up brain power

You also need to look inside your brain to understand why toes and fingers work differently. Part of your brain called the motor cortex tells your body how to move. It’s made of cells called neurons that act like tiny messengers, sending signals to the rest of your body. Your motor cortex devotes many more neurons to controlling your fingers than your toes, so it can send much more detailed instructions to your fingers. Because of the way your motor cortex is organized, it takes more “brain power,” meaning more signals and more activity, to move your fingers than your toes.

Even though you can’t grab things with your feet like Ripley the chimp can, you can understand why.

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Hello, curious kids! Do you have a question you’d like an expert to answer? Ask an adult to send your question to CuriousKidsUS@theconversation.com. Please tell us your name, age and the city where you live. And since curiosity has no age limit – adults, let us know what you’re wondering, too. We won’t be able to answer every question, but we will do our best. Steven Lautzenheiser, Assistant Professor of Biological Anthropology, University of Tennessee This article is republished from The Conversation under a Creative Commons license. Read the original article.