'Friends' with benefits: Exploring the relational practices of social media influencers

We explore the unique challenges faced by social media influencers in maintaining a balance between fostering genuine follower relationships and engaging in brand collaborations. Navigating the tension between being friendly and trustworthy to their followers while “selling” their follower-relationships to brands through collaborations is challenging, as it leaves influencers in a paradoxical nexus which they must balance to uphold their career. Existing literature offers, however, little insights into how influencers manage this inherent paradox in their occupation. Against this backdrop, we conducted a study of how influencers in Denmark work with their follower relationships. We use the concept of relational work to map the tactics influencers use when creating and maintaining follower relationships. Through interviews and observations online, we unfold how influencers perform relational tactics to uphold close ties to their followers while managing economical transactions with brands. The tactics are interrelated and depicts the dynamics of influencers as relational workers. Based on our mapping, we present a model of how influencers combine different components of a relational package. This package illuminates how influencers assert their expertise in making friends with followers while doing business with collaborating brands. We conclude by discussing the implications of our findings to existing literature.