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Influencing has become a massive, powerful industry, and this book explains how it happened.

“If you want to understand mainstream female culture today,” writes McNeal, “you should examine how influencers have contributed to it.” As a culture reporter for BuzzFeed News, she has been writing about bloggers, vloggers, and influencers for years, and she admits to being personally addicted to influencers. The author is surprised that the industry hasn’t attracted more analytical attention given the massive amounts of money involved and the huge number of people affected. She muses that it might be due to the fact that most influencers are women, as are most of those who follow them. McNeal focuses primarily on three successful influencers: one who works mainly in the fashion field, a “mommy blogger,” and another who specializes in running and health. They have built large followings, which generates incredible incomes through sponsorships, affiliate programs, and advertising, and they also receive mountains of free merchandise. However, there are ethical concerns about displaying one’s children for public consumption as well as the blurring of the line between private and public life. A problem for influencers is the intense criticism that they attract, and there are even websites such as Get Off My Internets that are dedicated to snarky attacks. Influencers must walk the fine line between authenticity and authority even though it is constantly moving. McNeal makes many salient points, but the book is not without flaws. Readers may question whether the three women are typical of the influencer community, and some might find the author’s adulatory, sometimes breathless tone to be grating. Nevertheless, her knowledge of the subject is undeniable, and her view that influencers are now critical elements of the social and commercial landscape is valid.

McNeal has the experience, understanding, and insight to explain the influencer industry and the impact it has on society.