However, even if some stunt makes a person popular on social media, chances are it's not that great. According to Pamela Rutledge, Ph.D., M.B.A., and Director of the Media Psychology Research Center and faculty in the media psychology program at Fielding Graduate University, influencers' success relies less on their content and more on their ability to maintain an emotional connection with their fans, which can change quickly.
"Social media fame is more fragile and less likely to endure compared to the celebrity of actors and musicians. It may seem like some traditional performers became famous 'overnight,' but almost all worked for many years cultivating their craft and building a resume, hoping for a break-out moment," Rutledge wrote in Psychology Today. "While traditional celebrity certainly takes advantage of social media for fan engagement, social media fame is different. It has created a new class of celebrity — influencers — that takes advantage of network connectivity, peer-to-peer communication and bandwagon behaviors, so information and influence spread faster. This works well for fame based on the ability to attract attention through zealous extroversion, appeal, and a willingness to push the envelope rather than traditional performance skills."
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Rutledge also pointed out that at least in the US, people love to put celebrities up on pedestals as if they were "above it all." So when they misbehave, as most do when they believe in their own superiority, us regular folk take great relish pulling them back down to earth to show them and us that they're not so special after all. It makes us feel better about ourselves. Not everyone, however, can take the fall.
"This is a tough time to tumble down from the heights. Between the social hypersensitivity to social justice issues and the knee-jerk tendency to 'cancel' people based on the behavior or word of others (often without nuance or regard to facts), there is a perfect storm for a crash ... Brands are subject to the same consumer whims that drive fan behavior but unlike celebrities who can sometimes benefit from bad press, brands don't have that luxury. They will jump ship at the first sign of any serious social transgressions. For influencers basking in sudden fame and wealth, the trajectory down from those dizzying and lucrative heights can be equally steep."
The best experiences are beyond the reach of an internet signal. Why sabotage them for imaginary temporary clout?
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