'Matcha, Pilates, Alo' Enters Its Flop Era: Inside the Influencer Recession

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Is everything on social media — even lifestyle content — just rage bait now? New York Magazine features writer Rebecca Jennings joins Amy to unpack her hit Vulture piece on the "influencer recession," when aspirational content no longer works and creators have to come up with "brand-safe rage bait." What does this mean both for the content landscape but also, for rage itself?

CHAPTERS

00:00 Introduction

02:00 What is the "influencer recession"?

02:45 The clipping economy & fake virality

05:15 Audrey Peters & the $25 DoorDash coffee

10:30 Why the Alo yacht flopped

14:35 Why Birkins are embarrassing now

19:30 The OpenAI influencer farm trip

24:00 Brands manufacturing their own rage bait

30:00 How Substack changed the game

34:30 Is rage bait losing its power?

Read Rebecca's story: The Influencer Recession — https://www.vulture.com/article/influencer-recession-audrey-peters-interview.html

Edited by Chrissi Harris.

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