In recent days the case of “events for influencers” has exploded on social media. These are occasions in which brands invite influencers to present products or follow events. From the outside they always seem like light parties but in recent days testimonies are emerging from people who experienced them badly, like Francesca Cappa: “I had never felt such a bad feeling”.
In the end it is one video was enough to trigger everything. December 12th Eleonora Arcidiacono publishes a video on her TikTok channel in which she says she felt bad at hers first event for influencers. She has 415,000 followers and makes videos in which she tells stories (mostly her own) while putting on make-up, plus some holiday vlogs. In short, a fairly standard profile which however allowed it to access this market.
The video arrived in a few days 5 million views and triggered a long series of comments, response videos and counter-responses. A small one avalanche of content which mainly concern TikTok. Not only that. Even for those who use TikTok this whole story is relegated to a pvery specific algorithm artmade by creators who mainly deal with vlogs, makeup and travel tips and little else.
Eleonora’s event and the stories of the influencers
Let’s summarize everything very briefly. With a word of caution: even the Shortener took almost two minutes. Influencer events are occasions where brands they invite fleets of influencersit’s usually for launching something. The formula is quite standard: announcement, product test and then refreshments. Better if accompanied by spaces in which take some photographs.
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The event Eleonora attended wasVictoria Secret tree lighting in Milan. Eleonora explained that the event was “traumatic”, that appearance was at the center of everything and that many influencers behaved like “bosses”. In particular, Eleonora cited influencers who on social media look like “Maria Goretti” and who instead “would sell their mother for three photos”.
Now. It’s been about 10 years since theinfluencer economy exists, it is certainly not new that there is a difference between how a person shows themselves on social media and how they behave in real life. If there were any doubts, the Ferragnez case should have clarified them. However, other videos started from this video. A first wave that criticized Eleonora for its contents and a second that instead defended her and reported her testimony.
Francesca: “Now every time I am invited I live with anxiety”
Among the strong ones there is perhaps that of Francesca Cappa183,000 followers on TikTok. He explained not only that he had a bad experience at an influencer event, specifically a Christmas event. The characteristics are the same: glittering event, polished influencers, a constant feeling of disorientation. Her words: “The moment I left I burst into tears. I had never felt such a bad feeling. Now every time I am invited I experience the situation with anxiety.”
