Commercial Limits to Personality: Instagram Influencers and Commoditized Content Receptivity

Abstract

Social media influencers-individuals who utilize various forms of network power on social networks occupy a unique identity space. On the one hand, their network power is often tied to their social identity as creators of engaging material. On the other hand, their ability to promote commercial products and services steps outside the traditionally distinct commercial–social, occupational–personal divides. In this work, the network morphologies of influencers are explored in relation to their delivery of sponsored and non-sponsored content. This article explores how the disclosure of content as ‘sponsored’ affects audience reception. We show how that the promotion of content on social media often generates higher levels of engagement and receptiveness amongst their audience despite the platform’s assumption of organic non-commercial relationships. We find that engagement levels are highest among smaller out-degree networks. Additionally, we demonstrate that sponsored content not only returns a higher level of engagement, but that the effect of sponsorship is relatively consistent across out-degree network sizes. In sum, we suggest that social media audiences are not sensitive to commercial sponsorship when tied to identity, as long as that performance is convincing and consistent.