How much does an “influencer” do? “People see two Tik Toks and have no idea what’s behind it” | Technique

the tiktoker Lola Lolita was one of the guests at RTVE’s 5th Anniversary Youth Digital Playz. During one of the gatherings, he talked about how his work was perceived influencers on the short video platform. There were guys, she says, who told her, “I wish I could do that, too [pudiera] to be influencers And she lives from the story.” Then he added, “They see everything so poetic, people only see two of them Tik Tox 15 seconds and two Stories and say: injustice This little girl hasn’t hit a stick in the water, but they have no idea what’s all behind her and I won’t come here to give a sheet.”

The Playz Twitter account posted a video with this clip. Within hours, it sparked a discussion with tens of thousands of people Likes and comments. RTVE ended up deleting it because of the hate the conversation generated. “From Playz, as a platform aware of and committed to youth mental health issues and against network bullying, we decided to pull that tweet to try and stop the threats, verbal assaults and insults that Lola Lolita was experiencing for expressing her thoughts freely and respectfully in the public space,” they say of the channel. They add: “This phenomenon occurs mainly on Twitter and usually with parts of videos taken out of context.”

Although they erased the possible origin of the controversy, the controversy did not end there. Like good content, it has been jumping to other platforms as there are many The YouTubeAnd the streamers And the content creators wanted to give their opinion. In a few weeks, ElXokas, Ibai, ElMillor, or Bonbon Reich have been making videos and veiled comments on the matter. At the beginning of November, the Prime platform also launched a documentary series about Dulceida, one of influencers More veterans, where their work can be seen.

“Instagram veterans, like Dulceida, María Pombo or Laura Escanes, always say that there is a lot of work, and they have to be influencers says Anna, 35, author of @salseoentiktok. But people are tired of hearing it. When you say otherwise, the question is: Well, what’s behind it? “, he adds. And behind it there is everything and perhaps there is no single answer. There are also fears: not everything influencers whom EL PAÍS called and wanted to speak with. In the Lola Lolita Marketing Agency, they believe that “we don’t have to give it more importance, everyone can express their opinion on any topic”, although they confirm that they work permanently in the agency: “We prefer to focus on work, which includes many hours, many trips , 24 hours a day, 7 days a week, 365 days a year and also trying to serve all of you who write to us in the best way.

Content about work influencers It is so good because it is full of nuances that need to be discussed. First, although they overlap, they are not the same influencers What a content creator. Second: the consensus is clear: it is better to be influencers Because more money is earned with a job that is easier to bear, but that does not always mean that it is a fun job. “It’s a privilege and a blessing, but does it have bad things in it? Yes,” famous eBay Janus said. streamer on twitch. “It’s harder than it looks. But is it harder than other things? Probably not.”

For YouTuber MimiXXL, 39, who also took part in the conversation on Twitter about the viral video, “Lola Lolita is a profile… influencers It uploads videos with already existing sound, with a dance, content or file me me It was done by someone else and you just have to re-create it, there is no production or post-production.” “And then there are creators who can spend months preparing content, like Carles Tamayo,” he says.

Although everything is often lumped together, MimiXXL still believes her life is better now. Before, it was computer science and I worked the night shift. Now he works less, earns more and can organize himself: “If I don’t want to sign up on weekends, I sign up during the week. I make a procedure podcast, A couple of Youtube videos and some Mail networks. It depends on how you drive it. Of the videos I upload to the channel, I have an editor on one, but I edit the others. If the video is 45 minutes long, that’s an initial two hours. It takes me three or four hours to edit it. Then sitting at the computer for several hours, in addition to managing the network and e-mail from 20 to 25 hours, and recording another six hours. Not up to 40 hours or kidding. Although later on, since they’re networks and you carry them on your mobile phone, you spend more time, you look at them all, you get in Software bug on Twitter,” he explains to sum up his week.

Travel creator Azul Místico also has a perfect week that you rarely meet. “I can imagine a perfect week: Monday I dedicate myself to answering emails and preparing invoices, Tuesday and Wednesday I edit a video, which can take two or three full days of 10 or 12 hours, Thursday I dedicate myself to Instagram and Friday to me Podcast. That would be perfect. But now a two-week trip suddenly arrives. When you’re on a press trip, you get up at 7 and do activities until 11 at night. You can’t work beyond what you’re recording,” he says.

These perfect weeks happen when someone has already made a certain income. But there is an earlier problem. Not everyone is good enough to speak on camera and say something interesting day in and day out: “First, you have to have a lottery that you have to like and catch people’s attention. There are people who started at the same time as me and have gone on with a thousand subscribers on YouTube. You have to participate. Perseverance is important, I appreciate it very much, says Mimi XXL.

Money is the key. In the network debate, Pauline (who did not respond to this newspaper) said they offered him €2,000 for a pair of Stories. It might be a little. Anna from @salseoentiktok confirms this influencers With more followers, they charge higher fees than brands. “They pay a lot of money. A influencers for a story Mentioning the fee is 3500 Euros. Imagine what a developer ad must be like if you have a million followers [en Instagram]”, He says.

Mystic Blue also sees money as an essential difference, but applies an important nuance. I prefer my work two hundred thousand times. But I prefer her because she pays better, but if I pay what he pays to be a waitress, I’d rather be a waitress.” Here’s why: “When you work in a restaurant, an office, or an airplane [fue azafata]You go to work and leave when your day is done. Here, like many other creative and creative jobs, you will never part with work. You always think. The working tool is the mobile phone, so when we pick it up one way or the other, we’re working on recording messages and responding to them,” he says.

And as if that were not enough, there is a fear of Cancellation and how anger will erode revenue. “You don’t know if you say or do something and the repercussions it will have on the networks. One day you wake up and find out you got canceled because of something stupid you said five years ago. You never know when this will fail. Go out for tapas for a drink and pay attention to who’s watching.” And he listens. It might sound like, “I’m famous,” which isn’t the case, but then I find myself on forums that saw me with who I don’t know, I do I don’t know what. They go so far as to share private data. In the long run, they have a mental burden Other functions don’t have it,” Azul Mistico adds.

Xokas compared his work streamer of success on Twitch with a few weeks working at a beach bar. “The tension builds up for 12 hours, enduring foreigners who demand quick paellas, in the heat of the beach for 1,000 or 1,200 euros a month. It’s exhausting and misleading. I’ve lived it and in no way can compare to it.” streamer. earn a living streamer “It’s more difficult,” he said in a recent broadcast, “but it’s also infinitely better.” He was responding to another from ElMillor, who said it’s hard to be streamer What a bartender they both refer to similar things, but the nuances help simplify: be streamer It’s better and harder. Nothing new compared to other trades at other times.

And yes, money is always more important than it seems:[Las influencers] They complain because we all know it’s partly easy. It is also true that there are people who can manage their time better or worse, or as in the case of Bonbon Reich who has a small child,” says MimiXXL. “It is a defense against the accusation that ‘you make a lot of money for what you do.’” And it’s not that it’s easy, it’s very expensive for what it is. So I answer that the amounts paid in marketing and advertising were already there before the advent influencers. Now the platform and speaker have changed and it’s better for the brand to rent a file influencers From the agency, the actors and the castings.”

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