It was only a matter of time before Netflix tackled the very 21st century topic of internet fame.
Its new documentary, "The American Meme", tracks some of the biggest influencers in the world and their paths to online celebrity, as well as interviewing the likes of Paris Hilton, Emily Ratajkowski and Hailey Baldwin in the process.
While Paris Hilton in particular celebrates the empire she has built online and the (mostly) positive relationship with her followers, the documentary also draws on the frailty of a career based solely around social media.
A New Yorker article about the film sensationally reads, "But what is fascinating, and valuable, about “The American Meme” is its ability to reveal the desperation, loneliness, and sheer Sisyphean tedium of ceaselessly chasing what will most likely end up being an ever-diminishing share of the online-attention economy."
Last month we wrote about the evolution of influencer marketing in 2018 and the importance of continuing to perfect the way brands work with people whose livelihood is reliant on social media. Rather than the chilling message offered by the "The American Meme", perhaps the industry's focus should be directed towards innovation when it comes to deliberating influencers' endurance.
The American Meme can be streamed on Netflix now.
