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id="shareIcon" class="share-tools__toggle"><button class="share-icon gelicon--share"><span class="screen-reader-only">Open share tools</span></button></div></div></div></div></div></div></div><div class="article-header__promo"></div></div></div></header><article class="article__main"><aside class="article__intro"><div class="article-intro"><div class="article-intro__header"><h2 class="simple-header simple-header--serif simple-header--small">The influencer lifestyle can look amazing, but uncertain incomes, performative vulnerability and the hustle for sponsorship can take a toll. Meet the people who walked away.</h2></div><div class="article-intro__line"><div class="styled-line styled-line--worklife"></div></div></div></aside><div class="article__sidebar"><header><aside class="article__author-unit"><div class="author-unit author-unit--center"><div class="author-unit__container"><a class="author-unit__image" target="" rel="" id=""><div class="circle-image circle-image--small circle-image__image--dark-blue" style="background-image:url(https://web.archive.org/web/20191022232136im_/https://ichef.bbci.co.uk/wwfeatures/live/480_480/images/live/p0/7f/sc/p07fsc3b.jpg)"><img draggable="false" title="Author image" class="image" src="https://web.archive.org/web/20191022232136im_/https://ichef.bbci.co.uk/wwfeatures/live/480_480/images/live/p0/7f/sc/p07fsc3b.jpg" alt="Author image"/></div></a><div class="author-unit__info"><a class="author-unit__text" target="" rel="" id=""><h3 class="author-name">By Sam Blum</h3></a><span class="author-unit__date"> 21st October 2019 </span></div></div></div></aside></header><div class="adslot__mpu"><div class=" sticky"><div id="bbccom_mpu_1_2_3_4" class="bbccom_slot bbccom_standard_slot adslot--mpu" aria-hidden="true"><div id="mpu" class="bbccom_mpu bbccom_advert"></div></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__drop-capped body-text-card__drop-capped--flushed"><div class="drop-capped drop-capped--worklife"><p class="drop-capped__letter">I</p></div></div><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--drop-capped body-text-card__text--flush-text"><div><p>It didn’t take long for Jessica Zollman to amass a giant following on Instagram. As the company’s fifth employee and 95th user of the app in 2011, she was in on the ground floor of the tech giant a year after its launch, advising users on best practices that are now ingrained in social media’s DNA. Naturally, scores of followers flocked to her account.</p> <p>A photographer by trade, Zollman, 34, soon found herself swimming in opportunities for commercial work. So she left Instagram in 2013 and joined a photo and advertising agency, where she became a roving photographer shooting on behalf of brands and endorsing products with the <a href="https://web.archive.org/web/20191022232136/https://www.instagram.com/p/BnHnkRqDhg-/">occasional #sponsored post</a>.</p> <p>Her newfound Insta-fame quickly earned her a ride on a “beautiful, mysterious train, making a really, really impressive amount of money” as an influencer, she says. But four years later, the train had sputtered to a halt, leaving her scrambling financially.</p> <p>“Market saturation happened,” she says. “People started noticing how lucrative doing that kind of work was, and so there became this new goal of becoming the influencer.” Brands weren’t paying as much because people would work for less – or even for free. “I had to lower my day rate. I had to work twice as hard for twice as less,” she says.</p></div></div></div></div><div class="article-body__body-native-ad article-body__body-text"><div class=""><div id="bbccom_native_pwa_1_2_3_4" class="bbccom_slot bbccom_standard_slot adslot--native_pwa" aria-hidden="true"><div id="native_pwa" class="bbccom_native_pwa bbccom_advert"></div></div></div></div><div class="article-body__pull-quote"><div class="inline-quote"><div class="inline-quote__open-quote"><div class="open-quote gelicon--quote open-quote--large"></div></div><blockquote class="inline-quote__blockquote"><div class="inline-quote__text inline-quote__text--desktop"><h2 class="simple-header simple-header--condensed-bold simple-header--large">I had to lower my day rate. I had to work twice as hard for twice as less – Jessica Zollman</h2></div></blockquote><div class="inline-quote__social inline-quote__social--desktop"><div class="styled-line styled-line--worklife"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p>The psychological impact of struggling for work, coupled with the surge of competition, was enough for Zollman to quit the influencer lifestyle and transition back to the polar opposite: a traditional nine-to-five job.</p></div></div></div></div><div class="article-body__image-text"><div class="inline-image inline-image--card"><div class="inline-image__image inline-image__image--card"><img draggable="false" title="Jessica Zollman" class="image image--centre" src="https://web.archive.org/web/20191022232136im_/https://ichef.bbci.co.uk/wwfeatures/live/960_540/images/live/p0/7r/r0/p07rr03b.jpg" alt="Jessica Zollman"/></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div><div class="inline-image__description inline-image__description--desktop"><div class="text-summary"><p class="text-summary__text text-summary__text--blue text-summary__text--center">With the rise in competition and psychological strain, certain influencers like Jessica Zollman have quit their social media platforms (Credit: Jessica Zollman)</p></div></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p>“I just had this moment where I was like: ‘Why am I so ashamed of the idea of having to get a job?’” she says. Relying on Instagram for creative validation and regular income had left her emotionally exhausted, and getting a steady job felt like the best thing for her mental health.</p> <p>Zollman isn’t the only influencer who’s grown disillusioned with what she calls the “song and dance performance” of the industry. Experts say it’s evidence of change; a sort of fatigue affecting not only influencers, but brands and consumers, who are justifiably sceptical of many of the sponsored posts cluttering their newsfeeds.</p> <p><strong>Saturated, evolving market</strong></p> <p>The industry remains huge: influencer marketing is projected to become a <a href="https://web.archive.org/web/20191022232136/https://www.businessinsider.com/the-2019-influencer-marketing-report-2019-7">$15 billion business by the year 2022</a>, and brands are more poised than ever to throw their cash at the next Kim Kardashian. Yet amid the influx of capital, companies are becoming increasingly cautious about selecting influencer talent, according to Karen Doolittle, social media director at an advertising firm in Los Angeles.</p> <p>A few high-profile cases of influencer fraud – when influencers have <a href="https://web.archive.org/web/20191022232136/https://www.cbsnews.com/news/influencer-marketing-fraud-costs-companies-1-3-billion/">artificially inflated the reach of their accounts</a> or <a href="https://web.archive.org/web/20191022232136/https://www.thecut.com/2019/09/the-story-of-caroline-calloway-and-her-ghostwriter-natalie.html#_ga=2.146808951.1928330241.1570567236-1724313065.1549567547">fabricated personal narratives</a> – have helped the public become “more shrewd and discerning”, she says, and there’s now a “hesitancy and almost mistrust on behalf of both consumers and brands” when it comes to influencers.</p> <p>One PR agency in Australia <a href="https://web.archive.org/web/20191022232136/https://www.prweek.com/article/1591917/agency-thrives-ditching-social-media-influencers-focus-traditional-pr">even dropped influencers altogether</a> earlier this year, saying influencer campaigns were too expensive and often provided false or misleading metrics about brands’ online reach. Influencers, the agency noticed, were liking and commenting on each other’s posts to artificially boost their performance.</p></div></div></div></div><div class="article-body__image-text"><div class="inline-image inline-image--card"><div class="inline-image__image inline-image__image--card"><img draggable="false" title="Lauren Doolittle" class="image image--centre" src="https://web.archive.org/web/20191022232136im_/https://ichef.bbci.co.uk/wwfeatures/live/960_540/images/live/p0/7r/r6/p07rr6sw.jpg" alt="Lauren Doolittle"/></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div><div class="inline-image__description inline-image__description--desktop"><div class="text-summary"><p class="text-summary__text text-summary__text--blue text-summary__text--center">As many companies try to invest in the next Kim Kardashian, others like Karen Doolittle’s company are more wary towards selecting influencer talent (Credit: Lauren Randolph)</p></div></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p>Yet despite these sporadic signs of industry pushback, Doolittle says brands remain willing to invest in influencers with huge followings. “As far as leaning into those types of creators who’ve been able to generate these substantial audiences, I think that will only continue to grow,” she says. Demand for content also continues to increase, she says, but as competition grows among mid-level and micro-influencers, “a steady influencer gig will be harder to come by for many”. </p> <p>This oversaturated market, combined with the incessant demand for content, has forced some influencers to ask if the hustle is worth the limited payoff.</p></div></div></div></div><div class="article-body__pull-quote"><div class="inline-quote"><div class="inline-quote__open-quote"><div class="open-quote gelicon--quote open-quote--large"></div></div><blockquote class="inline-quote__blockquote"><div class="inline-quote__text inline-quote__text--desktop"><h2 class="simple-header simple-header--condensed-bold simple-header--large">This oversaturated market, combined with the incessant demand for content, has forced some influencers to ask if the hustle is worth the limited payoff.</h2></div></blockquote><div class="inline-quote__social inline-quote__social--desktop"><div class="styled-line styled-line--worklife"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p>Daniel Volland, 35, certainly felt that way. He left his job as an optometrist to become an influencer in 2014, swept up in the hype of Instagram’s early days. But a year later, after travelling the US on two sponsored photography road trips, he found himself living in an Airbnb in Los Angeles, embodying a cliché as an underemployed freelance creative in the world’s show business capital.</p> <p>“A big component for me was the financial stress – not being able to plan a future,” he says. Instagram’s move away from a chronological newsfeed boded poorly for his account – he was consistently shedding followers and losing engagement. “My audience was continuously declining. I think at a certain point I was kind of just, like: ‘What's the point?’”</p> <p>He also felt the platform had changed. Instagram began as something of a creative playground for photographers, but Volland felt that artistic freedom was stifled as it evolved into a more commercialised platform structured around celebrities and advertisers. “What’s glorified on Instagram now is drastically different from what was glorified on Instagram in 2012,” he says.</p> <p>Now, Volland is now back in optometry full-time, running his own practice in Anchorage, Alaska. Though he still dabbles in the occasional paid post on his <a href="https://web.archive.org/web/20191022232136/https://www.instagram.com/drvolland/?hl=en">81,000 follower-strong account</a>, he’s now thousands of miles away from the world of sponsored content.</p></div></div></div></div><div class="article-body__image-text"><div class="inline-image inline-image--card"><div class="inline-image__image inline-image__image--card"><img draggable="false" title="Instagram photo room" class="image image--centre" src="https://web.archive.org/web/20191022232136im_/https://ichef.bbci.co.uk/wwfeatures/live/960_540/images/live/p0/7r/nr/p07rnrlr.jpg" alt="Instagram photo room"/></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div><div class="inline-image__description inline-image__description--desktop"><div class="text-summary"><p class="text-summary__text text-summary__text--blue text-summary__text--center">Instagram, which initially launched as a creative space for photographers, has changed into a commercialised platform with non-stop demand for content (Credit: Getty Images)</p></div></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p><strong>Performing, endorsing</strong></p> <p>Even those still living the lifestyle can resent it on occasion. <a href="https://web.archive.org/web/20191022232136/https://www.instagram.com/briannamadia/?hl=en">Brianna Madia, </a>29, currently lives the #vanlife that’s come to represent the epitome of a millennial influencer, documenting her travels through the desert with her husband and two dogs. While her itinerant lifestyle might seem like a dream to followers, Madia says she’s grown tired of catering to an audience of “285,000 bosses”. She says deleting her Instagram is something that she dreams about frequently. “I know this is a flash in the pan, and I know that it’s not going to be forever,” she says.</p> <p>She takes particular issue with the kind of “vulnerability porn” she says her audience demands, saying: “How vulnerable can you be? What piece of information can I expose about myself? How wide can I rip my chest open for all of these people?”</p> <p>Jessica Zollman can relate to this idea of performative vulnerability; she says that fans crave relationships with influencers and celebrities who display candidness online. But she says there’s a fine line between relatable truthfulness and trading vulnerability for likes and engagement. Fans, on the other hand, can be quick to level criticism when a post doesn’t meet expectations: “It can sometimes feel like [fans] are waiting for people they admire or look up to to publicly fail for entertainment,” she says. “There’s something kind of really screwed up about that being normal and acceptable.” </p></div></div></div></div><div class="article-body__pull-quote"><div class="inline-quote"><div class="inline-quote__open-quote"><div class="open-quote gelicon--quote open-quote--large"></div></div><blockquote class="inline-quote__blockquote"><div class="inline-quote__text inline-quote__text--desktop"><h2 class="simple-header simple-header--condensed-bold simple-header--large">It can sometimes feel like [fans] are waiting for people they admire or look up to to publicly fail for entertainment – Jessica Zollman</h2></div></blockquote><div class="inline-quote__social inline-quote__social--desktop"><div class="styled-line styled-line--worklife"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p>Madia also says she’s been asked to endorse all sorts of products she’d never use: diet pills, tasers, “pink handguns designed for women on the go”. Since her husband earns a steady paycheck, she’s able to turn misguided pitches down. But not all influencers have that luxury –  if Madia won’t endorse a product, someone else will. And the hunt for viral endorsements has created something of a market frenzy, with brands farming their products out to an ever-wider net of influencers. This has created a greater possibility for fakery in campaigns – more influencers endorsing products they might not actually use, which is something fans are quick to notice and denounce.</p></div></div></div></div><div class="article-body__image-text"><div class="inline-image inline-image--card"><div class="inline-image__image inline-image__image--card"><img draggable="false" title="Selfie" class="image image--left" src="https://web.archive.org/web/20191022232136im_/https://ichef.bbci.co.uk/wwfeatures/live/960_540/images/live/p0/7r/nr/p07rnrmz.jpg" alt="Selfie"/></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div><div class="inline-image__description inline-image__description--desktop"><div class="text-summary"><p class="text-summary__text text-summary__text--blue text-summary__text--center">As audience demands rise, many influencers struggle between offering relatable truthfulness and trading vulnerability for likes (Credit: Getty Images)</p></div></div><div class="inline-image__line"><div class="styled-line styled-line--grey styled-line--large"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p>“It’s true that audience trust towards influencers has eroded as the market has become more saturated,” Doolittle says. If sponsored content “resonates and feels relevant, people will engage. If it doesn't, they unfollow.”</p> <p>Jasmine Sandler, a digital marketing expert in New York, has seen influencer campaigns fail when brands “chose the wrong influencer that wasn’t relatable to the audience”. As influencer marketing moves forward, she says it’s going to be about fostering a greater sense of “trust and credibility” between brands and consumers. </p></div></div></div></div><div class="article-body__pull-quote"><div class="inline-quote"><div class="inline-quote__open-quote"><div class="open-quote gelicon--quote open-quote--large"></div></div><blockquote class="inline-quote__blockquote"><div class="inline-quote__text inline-quote__text--desktop"><h2 class="simple-header simple-header--condensed-bold simple-header--large">As influencer marketing moves forward…it’s going to be about fostering a greater sense of “trust and credibility” between brands and consumers.</h2></div></blockquote><div class="inline-quote__social inline-quote__social--desktop"><div class="styled-line styled-line--worklife"></div></div></div></div><div class="article-body__body-text"><div class="body-text-card"><div class="body-text-card__text body-text-card__text--worklife body-text-card__text--flush-text"><div><p><strong>Fewer mid-tier niches</strong></p> <p>Doolittle agrees. To allay growing public scepticism, brands will be looking for “partnerships that demonstrate the kind of authenticity” that’s lacking with the “one and done, hit it and quit it content deals” you might see scattered across your Instagram feed today, she says. To that end, there will be more long-term campaigns in the vein of traditional brand ambassadorships, and also a focus on micro-influencers whose smaller audiences are more relatable to consumers.</p> <p>But it will likely make it increasingly difficult for mid-tier creators like Zollman and Volland to carve out a niche as the financially precarious influencer world irons out its kinks.</p> <p>For Zollman, leaving it behind has been a great decision. She now oversees photography and marketing for a Los Angeles coffee company as its visual coordinator, and no longer feels her self-esteem is so intertwined with her job. She still maintains an Instagram page and publishes the occasional sponsored post for her 216,000 followers, but does so on her own terms.   </p> <p>“I don’t feel like I gave something up,” she says. “I feel like I have a day job so I can still make art, and make art that makes me feel good.”</p></div></div></div></div><section class="article__footer"><div class="article__end"><div class="article-end-component"><div class="article-end"><div class="article-end__line"><div class="styled-line styled-line--worklife"></div></div><div class="article-end__share-tools"><div class="share-tools"><div class="share-tools__positional"><div class="share-tools__expandable share-tools__closed"><div class="share-tools__expandable-helper"><a 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(Credit: iStock)","templateUrl":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20191022232136\u002Fhttps:\u002F\u002Fichef.bbci.co.uk\u002Fwwfeatures\u002F$recipe\u002Fimages\u002Flive\u002Fp0\u002F3s\u002Fzl\u002Fp03szlmd.jpg","title":"guaze eyes iStock_000003560532_Large.jpg","creationDateTime":"0001-01-01T00:00:00Z","entity":"","guid":"","id":"p03szlmd","modifiedDateTime":"0001-01-01T00:00:00Z","project":"","slug":"","url":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20191022232136\u002Fhttps:\u002F\u002Fichef.bbci.co.uk\u002Fwwfeatures\u002F$recipe\u002Fimages\u002Flive\u002Fp0\u002F3s\u002Fzl\u002Fp03szlmd.jpg","cacheLastUpdated":1571786488766},"p03szncp":{"urn":"urn:pubstack:jative:image:p03szncp","_id":"5dae1a109de51f1063a36825","copyright":"Alamy","fileSizeBytes":210546,"mimeType":"image\u002Fjpeg","sourceHeight":1080,"sourceUrl":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20191022232136\u002Fhttps:\u002F\u002Fs3-eu-west-1.amazonaws.com\u002Flive-galileo-interface-mt-resources-imagebucket-1a92e5tj3b5d6\u002Fp0\u002F3s\u002Fzn\u002Fp03szncp.jpg","sourceWidth":1920,"synopsisLong":"","synopsisMedium":"These are the people who see almost everything online. 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(Credit: Alamy)","synopsisShort":"The eyes of the internet aim to protect against risky social posts. (Credit: Alamy)","templateUrl":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20191022232136\u002Fhttps:\u002F\u002Fichef.bbci.co.uk\u002Fwwfeatures\u002F$recipe\u002Fimages\u002Flive\u002Fp0\u002F3s\u002Fzl\u002Fp03szl22.jpg","title":"eye on blue alamy BYC01G.jpg","creationDateTime":"0001-01-01T00:00:00Z","entity":"","guid":"","id":"p03szl22","modifiedDateTime":"0001-01-01T00:00:00Z","project":"","slug":"","url":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20191022232136\u002Fhttps:\u002F\u002Fichef.bbci.co.uk\u002Fwwfeatures\u002F$recipe\u002Fimages\u002Flive\u002Fp0\u002F3s\u002Fzl\u002Fp03szl22.jpg","cacheLastUpdated":1571786488766}},"articles":{"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves","_id":"5daf63e4d67bee5caf586a49","ambientVideo":null,"articleType":"story","assetVideo":null,"author":["worklife\u002Fauthor\u002Fsam-blum"],"bodyIntro":"The influencer lifestyle can look amazing, but uncertain incomes, performative vulnerability and the hustle for sponsorship can take a toll. Meet the people who walked away.","businessUnit":"public service","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIt didn’t take long for Jessica Zollman to amass a giant following on Instagram. As the company’s fifth employee and 95th user of the app in 2011, she was in on the ground floor of the tech giant a year after its launch, advising users on best practices that are now ingrained in social media’s DNA. Naturally, scores of followers flocked to her account.\u003C\u002Fp\u003E\n\u003Cp\u003EA photographer by trade, Zollman, 34, soon found herself swimming in opportunities for commercial work. So she left Instagram in 2013 and joined a photo and advertising agency, where she became a roving photographer shooting on behalf of brands and endorsing products with the \u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fp\u002FBnHnkRqDhg-\u002F\"\u003Eoccasional #sponsored post\u003C\u002Fa\u003E.\u003C\u002Fp\u003E\n\u003Cp\u003EHer newfound Insta-fame quickly earned her a ride on a “beautiful, mysterious train, making a really, really impressive amount of money” as an influencer, she says. But four years later, the train had sputtered to a halt, leaving her scrambling financially.\u003C\u002Fp\u003E\n\u003Cp\u003E“Market saturation happened,” she says. “People started noticing how lucrative doing that kind of work was, and so there became this new goal of becoming the influencer.” Brands weren’t paying as much because people would work for less – or even for free. “I had to lower my day rate. I had to work twice as hard for twice as less,” she says.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"infographic","imageAlignment":"centre","pullQuoteImageAlignment":"centre","videoImageAlign":"centre","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-0"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"I had to lower my day rate. I had to work twice as hard for twice as less – Jessica Zollman","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe psychological impact of struggling for work, coupled with the surge of competition, was enough for Zollman to quit the influencer lifestyle and transition back to the polar opposite: a traditional nine-to-five job.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-2"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p07rr03b"],"imageAlignment":"centre","imageAltText":"Jessica Zollman","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“I just had this moment where I was like: ‘Why am I so ashamed of the idea of having to get a job?’” she says. Relying on Instagram for creative validation and regular income had left her emotionally exhausted, and getting a steady job felt like the best thing for her mental health.\u003C\u002Fp\u003E\n\u003Cp\u003EZollman isn’t the only influencer who’s grown disillusioned with what she calls the “song and dance performance” of the industry. Experts say it’s evidence of change; a sort of fatigue affecting not only influencers, but brands and consumers, who are justifiably sceptical of many of the sponsored posts cluttering their newsfeeds.\u003C\u002Fp\u003E\n\u003Cp\u003E\u003Cstrong\u003ESaturated, evolving market\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\n\u003Cp\u003EThe industry remains huge: influencer marketing is projected to become a \u003Ca href=\"https:\u002F\u002Fwww.businessinsider.com\u002Fthe-2019-influencer-marketing-report-2019-7\"\u003E$15 billion business by the year 2022\u003C\u002Fa\u003E, and brands are more poised than ever to throw their cash at the next Kim Kardashian. Yet amid the influx of capital, companies are becoming increasingly cautious about selecting influencer talent, according to Karen Doolittle, social media director at an advertising firm in Los Angeles.\u003C\u002Fp\u003E\n\u003Cp\u003EA few high-profile cases of influencer fraud – when influencers have \u003Ca href=\"https:\u002F\u002Fwww.cbsnews.com\u002Fnews\u002Finfluencer-marketing-fraud-costs-companies-1-3-billion\u002F\"\u003Eartificially inflated the reach of their accounts\u003C\u002Fa\u003E or \u003Ca href=\"https:\u002F\u002Fwww.thecut.com\u002F2019\u002F09\u002Fthe-story-of-caroline-calloway-and-her-ghostwriter-natalie.html#_ga=2.146808951.1928330241.1570567236-1724313065.1549567547\"\u003Efabricated personal narratives\u003C\u002Fa\u003E – have helped the public become “more shrewd and discerning”, she says, and there’s now a “hesitancy and almost mistrust on behalf of both consumers and brands” when it comes to influencers.\u003C\u002Fp\u003E\n\u003Cp\u003EOne PR agency in Australia \u003Ca href=\"https:\u002F\u002Fwww.prweek.com\u002Farticle\u002F1591917\u002Fagency-thrives-ditching-social-media-influencers-focus-traditional-pr\"\u003Eeven dropped influencers altogether\u003C\u002Fa\u003E earlier this year, saying influencer campaigns were too expensive and often provided false or misleading metrics about brands’ online reach. Influencers, the agency noticed, were liking and commenting on each other’s posts to artificially boost their performance.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-4"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p07rr6sw"],"imageAlignment":"centre","imageAltText":"Lauren Doolittle","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-5"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EYet despite these sporadic signs of industry pushback, Doolittle says brands remain willing to invest in influencers with huge followings. “As far as leaning into those types of creators who’ve been able to generate these substantial audiences, I think that will only continue to grow,” she says. Demand for content also continues to increase, she says, but as competition grows among mid-level and micro-influencers, “a steady influencer gig will be harder to come by for many”. \u003C\u002Fp\u003E\n\u003Cp\u003EThis oversaturated market, combined with the incessant demand for content, has forced some influencers to ask if the hustle is worth the limited payoff.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-6"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"This oversaturated market, combined with the incessant demand for content, has forced some influencers to ask if the hustle is worth the limited payoff.","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EDaniel Volland, 35, certainly felt that way. He left his job as an optometrist to become an influencer in 2014, swept up in the hype of Instagram’s early days. But a year later, after travelling the US on two sponsored photography road trips, he found himself living in an Airbnb in Los Angeles, embodying a cliché as an underemployed freelance creative in the world’s show business capital.\u003C\u002Fp\u003E\n\u003Cp\u003E“A big component for me was the financial stress – not being able to plan a future,” he says. Instagram’s move away from a chronological newsfeed boded poorly for his account – he was consistently shedding followers and losing engagement. “My audience was continuously declining. I think at a certain point I was kind of just, like: ‘What's the point?’”\u003C\u002Fp\u003E\n\u003Cp\u003EHe also felt the platform had changed. Instagram began as something of a creative playground for photographers, but Volland felt that artistic freedom was stifled as it evolved into a more commercialised platform structured around celebrities and advertisers. “What’s glorified on Instagram now is drastically different from what was glorified on Instagram in 2012,” he says.\u003C\u002Fp\u003E\n\u003Cp\u003ENow, Volland is now back in optometry full-time, running his own practice in Anchorage, Alaska. Though he still dabbles in the occasional paid post on his \u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fdrvolland\u002F?hl=en\"\u003E81,000 follower-strong account\u003C\u002Fa\u003E, he’s now thousands of miles away from the world of sponsored content.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-8"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p07rnrlr"],"imageAlignment":"centre","imageAltText":"Instagram photo room","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EPerforming, endorsing\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\n\u003Cp\u003EEven those still living the lifestyle can resent it on occasion. \u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fbriannamadia\u002F?hl=en\"\u003EBrianna Madia, \u003C\u002Fa\u003E29, currently lives the #vanlife that’s come to represent the epitome of a millennial influencer, documenting her travels through the desert with her husband and two dogs. While her itinerant lifestyle might seem like a dream to followers, Madia says she’s grown tired of catering to an audience of “285,000 bosses”. She says deleting her Instagram is something that she dreams about frequently. “I know this is a flash in the pan, and I know that it’s not going to be forever,” she says.\u003C\u002Fp\u003E\n\u003Cp\u003EShe takes particular issue with the kind of “vulnerability porn” she says her audience demands, saying: “How vulnerable can you be? What piece of information can I expose about myself? How wide can I rip my chest open for all of these people?”\u003C\u002Fp\u003E\n\u003Cp\u003EJessica Zollman can relate to this idea of performative vulnerability; she says that fans crave relationships with influencers and celebrities who display candidness online. But she says there’s a fine line between relatable truthfulness and trading vulnerability for likes and engagement. Fans, on the other hand, can be quick to level criticism when a post doesn’t meet expectations: “It can sometimes feel like [fans] are waiting for people they admire or look up to to publicly fail for entertainment,” she says. “There’s something kind of really screwed up about that being normal and acceptable.” \u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-10"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"It can sometimes feel like [fans] are waiting for people they admire or look up to to publicly fail for entertainment – Jessica Zollman","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-11"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EMadia also says she’s been asked to endorse all sorts of products she’d never use: diet pills, tasers, “pink handguns designed for women on the go”. Since her husband earns a steady paycheck, she’s able to turn misguided pitches down. But not all influencers have that luxury –  if Madia won’t endorse a product, someone else will. And the hunt for viral endorsements has created something of a market frenzy, with brands farming their products out to an ever-wider net of influencers. This has created a greater possibility for fakery in campaigns – more influencers endorsing products they might not actually use, which is something fans are quick to notice and denounce.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-12"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p07rnrmz"],"imageAlignment":"left","imageAltText":"Selfie","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-13"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“It’s true that audience trust towards influencers has eroded as the market has become more saturated,” Doolittle says. If sponsored content “resonates and feels relevant, people will engage. If it doesn't, they unfollow.”\u003C\u002Fp\u003E\n\u003Cp\u003EJasmine Sandler, a digital marketing expert in New York, has seen influencer campaigns fail when brands “chose the wrong influencer that wasn’t relatable to the audience”. As influencer marketing moves forward, she says it’s going to be about fostering a greater sense of “trust and credibility” between brands and consumers. \u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-14"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"As influencer marketing moves forward…it’s going to be about fostering a greater sense of “trust and credibility” between brands and consumers.","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-15"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EFewer mid-tier niches\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\n\u003Cp\u003EDoolittle agrees. To allay growing public scepticism, brands will be looking for “partnerships that demonstrate the kind of authenticity” that’s lacking with the “one and done, hit it and quit it content deals” you might see scattered across your Instagram feed today, she says. To that end, there will be more long-term campaigns in the vein of traditional brand ambassadorships, and also a focus on micro-influencers whose smaller audiences are more relatable to consumers.\u003C\u002Fp\u003E\n\u003Cp\u003EBut it will likely make it increasingly difficult for mid-tier creators like Zollman and Volland to carve out a niche as the financially precarious influencer world irons out its kinks.\u003C\u002Fp\u003E\n\u003Cp\u003EFor Zollman, leaving it behind has been a great decision. She now oversees photography and marketing for a Los Angeles coffee company as its visual coordinator, and no longer feels her self-esteem is so intertwined with her job. She still maintains an Instagram page and publishes the occasional sponsored post for her 216,000 followers, but does so on her own terms.   \u003C\u002Fp\u003E\n\u003Cp\u003E“I don’t feel like I gave something up,” she says. “I feel like I have a day job so I can still make art, and make art that makes me feel good.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves-16"}],"collection":null,"disableAdverts":false,"displayDate":"2019-10-21T20:33:07.772Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"infographic","geolocation":null,"headlineLong":"The fatigue hitting influencers as Instagram evolves","headlineShort":"‘Why I quit being an influencer’","image":["p07rqzzw"],"imageAlignment":"centre","imageAltText":"Makeup lady in front of camera","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f234d67bee5caf3f1510"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":null,"relatedStories":null,"relatedTag":["tag\u002Fsocial-media"],"summaryLong":"The influencer lifestyle can look amazing, but uncertain incomes, performative vulnerability and the hustle for sponsorship can take a toll. Meet the people who walked away.","summaryShort":"Why some influencers are abandoning the Instagram lifestyle","tag":["tag\u002Finfluencers"],"creationDateTime":"2019-10-22T20:17:20.526551Z","entity":"article","guid":"4dc46df5-6e3f-45a6-a7d5-caf498ff6156","id":"worklife\u002Farticle\u002F20191022-the-fatigue-hitting-influencers-as-instagram-evolves","modifiedDateTime":"2019-10-22T20:17:20.526551Z","project":"worklife","slug":"20191022-the-fatigue-hitting-influencers-as-instagram-evolves","cacheLastUpdated":1571786488754},"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn","_id":"5da5f0ac9de51f1063d65f7c","ambientVideo":null,"articleType":"story","assetVideo":null,"author":["worklife\u002Fauthor\u002Felizabeth-hotson"],"bodyIntro":"","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cem\u003EThis story is from \u003C\u002Fem\u003E\u003Cem\u003E\u003Ca href=\"https:\u002F\u002Fwww.bbc.co.uk\u002Fprogrammes\u002Fw3cswgfh\"\u003EThe Food Porn Business\u003C\u002Fa\u003E\u003C\u002Fem\u003E\u003Cem\u003E, an episode of Business Daily presented by Elizabeth Hotson for the BBC World Service. To listen to more episodes, \u003C\u002Fem\u003E\u003Cstrong\u003E\u003Cem\u003E\u003Ca href=\"https:\u002F\u002Fwww.bbc.co.uk\u002Fprogrammes\u002Fp002vsxs\u002Fepisodes\u002Fplayer\"\u003Eplease click here\u003C\u002Fa\u003E\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003Cem\u003E\u003Cstrong\u003E. \u003C\u002Fstrong\u003E\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003EThe red carpet is out and hundreds of smartphone camera bulbs go off. But the centre of this photographic melee isn’t a famous singer or reality TV personality. It’s a pizza.\u003C\u002Fp\u003E\u003Cp\u003EPizza is the most tagged food on Instagram, with around 35 million hashtag mentions. That’s more than Beyoncé and Kim Kardashian combined. And this insatiable appetite for taking pictures of food is influencing the entire restaurant industry. From decor to drinks menus, everything must be Instagram-ready.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-0"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p06n11kv"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EFrances Cottrell-Duffield, owner of PR and marketing agency Tonic, designs events to look their best on social media. On a menu launch night for UK-based upscale restaurant chain Polpo, she arrives early to make sure everything is just so.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-2"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"Pizza is the most tagged food on Instagram, with around 35 million hashtag mentions.","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“We’ve partnered with a gin brand because although Polpo does beautifully-tasting food it doesn’t always photograph well and using pretty cocktails brings a bit of colour to the photos,” says Cottrell-Duffield.\u003C\u002Fp\u003E\u003Cp\u003ENear the bar, a whole wall of foliage has been erected. This, like everything, is designed with Instagram in mind.\u003C\u002Fp\u003E\u003Cp\u003E“We know people will hold up their cocktail and take a picture with the foliage in the background and then put it straight on social media,” she adds.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-4"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p06n10rz"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-5"},{"bodyHtml":{"assets":[],"html":"\u003Cbr \u002F\u003E  \u003C\u002Fp\u003E\u003Cp\u003EAround half a dozen Instagram “influencers” have been invited to the launch. Among them is Alex Fletcher, a sandwich blogger with 20,000 followers who gets 2,000 likes on his most popular photos. So what’s the money-shot when it comes to bread and fillings?\u003C\u002Fp\u003E\u003Cp\u003E“Sandwiches that are composed very well,” says Fletcher. “If you have a Japanese katsu sando with lush pickled cabbage, tenderloin and white milky bread, of course that’s going to photograph well.”\u003C\u002Fp\u003E\u003Cp\u003EFellow Instagrammer Rebecca Milford, who edits website Bar Chick, says a great snap can directly result in a boost in sales for restaurants.\u003C\u002Fp\u003E\u003Cp\u003E“I have friends who go on a restaurant’s Instagram account and choose what to eat based on what they see,” she says. “They don’t bother looking at the menu. Photos have to have hashtag food porn appeal and there’s also #cheeseporn, #yolkporn; it’s all about the ooze.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-6"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"The kits contain among other things a mini lighting rig, power source, fish-eye lens and a selfie-stick.","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003ENatalie Seldon, a food stylist and writer, says the composition of the image is also key.\u003C\u002Fp\u003E\u003Cp\u003E“The more zoomed in, the better; people love to see big food on screen. And layers are great too, especially with burgers.”\u003C\u002Fp\u003E\u003Cp\u003ESeldon had planned to take a phone-full of photos but the low lighting at the event made it more challenging.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-8"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p06n11bq"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“Thankfully there are good editing tools. The other trick is to use something like an iPad or another phone as an extra light,” Seldon adds.\u003C\u002Fp\u003E\u003Cp\u003ETo make sure customers take great photos and generate good publicity, Dirty Bones, a five-strong restaurant chain in the UK, even hires out free Instagram photography kits at their Soho branch. The kits contain among other things a mini lighting rig, power source, fish-eye lens and a selfie-stick.\u003C\u002Fp\u003E\u003Cp\u003EAnd while the food is the main star, social media endorsement from a human celebrity can be a gamechanger. Georgia Green is a baker and cake decorator who runs Georgia’s Cakes in North London. She had an early commission to make a cake for model Cara Delevingne.\u003C\u002Fp\u003E\u003Cp\u003E“Cara had about five million followers and at the time I had 100. When she tagged me on Instagram, my following went up to 6,000 in a day,” says Green.\u003C\u002Fp\u003E\u003Cp\u003EOne of her latest designs is typical of the eye-catching requests she gets.\u003C\u002Fp\u003E\u003Cp\u003E“It’s pink and blue with a Barbie rock star feel… textured buttercream, pink ganache drips, macarons, meringue kisses, white chocolate popcorn, chocolate shards, swirly lollipops and piped buttercream detail, and I’m going to finish it off with some edible glitter.”\u003C\u002Fp\u003E\u003Cp\u003EShe admits she does feel pressure to recreate cake designs that are trending on Instagram that she doesn’t necessarily like the look of.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-10"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p06n113x"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-11"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“There was a trend for sleeping unicorn cakes (a round cake with sleepy eyes and unicorn horn and ears at the top), and I just refused to do it. I thought: ‘That’s not me, it doesn’t reflect me as a person and as a brand’.”\u003C\u002Fp\u003E\u003Cp\u003EThe focus on image may seem superficial but Professor Charles Spence, an experimental psychologist at Oxford University, says that presentation really matters.\u003C\u002Fp\u003E\u003Cp\u003E“The way a food looks and [is] arranged on the plate has a big impact because that sets expectations. Our brain imagines what it’s going to taste like and that anchors the tasting experience,” he says.\u003C\u002Fp\u003E\u003Cp\u003ESpence conducts both lab-based and practical experiments in Oxbridge colleges.\u003C\u002Fp\u003E\u003Cp\u003E“We give everyone the same food but for half of the diners, it’s just thrown on the plate. The others get the same elements but arranged artistically to look like one of Kandinsky’s paintings. The ones given the nicer-looking food rate it as tasting better and are willing to pay more for it.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-12"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"I don’t understand why the only reaction people can have to beauty is to take a photo of it. Just chill out, eat your food, drink your coffee, talk to your friends and have a good time","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-13"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EBut although beautiful presentation is important to Amanda Bechara, owner of Brooklyn cafe Carthage Must Be Destroyed, she discourages overt displays of photographic enthusiasm.\u003C\u002Fp\u003E\u003Cp\u003E“We ask you to just take a few photos from your seat. Some people then go and sit in every seat and take a camera with them. That’s not what we mean. We also ask you not to film because it’s really intense, especially when other people are having a private conversation.”\u003C\u002Fp\u003E\u003Cp\u003EThe irony is that when Bechara describes the interior of Carthage Must be Destroyed, it sounds like one of the most picture-worthy destinations imaginable.\u003C\u002Fp\u003E\u003Cp\u003E“It’s a sort of modern fairy-tale fantasy in a pink setting with very high ceilings and a lot of pink tiles and plates.”\u003C\u002Fp\u003E\u003Cp\u003EWith an interior that seems to scream “please take photos”, why does she object to this very modern form of appreciation?\u003C\u002Fp\u003E\u003Cp\u003E“I don’t understand why the only reaction people can have to beauty is to take a photo of it. Just chill out, eat your food, drink your coffee, talk to your friends and have a good time!”\u003C\u002Fp\u003E\u003Cp\u003EBechara might keep social media at arm’s length, but a quick look at Instagram suggests she’s in the minority. Which is good news for fame-hungry slices of pizza.\u003C\u002Fp\u003E\u003Cp\u003E--\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our\u003C\u002Fem\u003E \u003Cstrong\u003E\u003Cem\u003E\u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003EFacebook\u003C\u002Fa\u003E\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E  \u003Cem\u003Epage or message us on \u003C\u002Fem\u003E\u003Cstrong\u003E\u003Cem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003ETwitter\u003C\u002Fa\u003E\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EIf you liked this story, sign up for the weekly bbc.com features \u003C\u002Fem\u003E\u003Cstrong\u003E\u003Cem\u003E\u003Ca href=\"http:\u002F\u002Fpages.emails.bbc.com\u002Fsubscribe\u002F\"\u003Enewsletter\u003C\u002Fa\u003E\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003Cem\u003E called \"If You Only Read 6 Things This Week\". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn-14"}],"collection":null,"disableAdverts":false,"displayDate":"2018-10-08T00:01:05Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"The serious business of #FoodPorn","headlineShort":"What exactly is #FoodPorn?","image":["p06n13gv"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":["p06n99g9"],"relatedStories":null,"relatedTag":null,"summaryLong":"Why the celeb with more hashtag mentions than Bey and Kim K combined is not who you thought.","summaryShort":"The celeb tagged more often than Bey and Kim K is not who you thought.","tag":["tag\u002Fsocial-media"],"creationDateTime":"2018-10-08T01:11:02.087717Z","entity":"article","guid":"9cae130f-a988-404f-aedc-96f6a50a372a","id":"worklife\u002Farticle\u002F20181005-the-serious-business-of-foodporn","modifiedDateTime":"2018-10-08T01:11:02.087717Z","project":"worklife","slug":"20181005-the-serious-business-of-foodporn","cacheLastUpdated":1571786488762},"worklife\u002Farticle\u002F20180222-the-man-with-16-million-fans":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20180222-the-man-with-16-million-fans","_id":"5da5f0a69de51f1063d63f34","ambientVideo":null,"articleType":"video","assetVideo":["p05z1n1y"],"author":["worklife\u002Fauthor\u002Fibrahim-shehab"],"bodyIntro":"Yemeni influencer Hashem Al-Ghaili has created a massive online following by spreading his love of science with followers around the world.","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EPart of being an entrepreneur in the 21st Century is knowing how to work social media. For some, it can even lead to a \u003Ca href=\"http:\u002F\u002Fwww.bbc.com\u002Fcapital\u002Fstory\u002F20171019-the-couple-paid-200k-a-year-to-travel\" target=\"_blank\"\u003Elucrative career that lets them travel the world\u003C\u002Fa\u003E, or even \u003Ca href=\"http:\u002F\u002Fwww.bbc.com\u002Fcapital\u002Fstory\u002F20170623-chinas-pearl-bro-making-millions-from-live-streaming\" target=\"_blank\"\u003Efind a livelihood by live-streaming daily tasks like shucking shellfish\u003C\u002Fa\u003E.\u003C\u002Fp\u003E\u003Cp\u003EBut some people are using the internet's reach to promote science education - and a young Yemeni man has found close to 20 million people who are willing to watch and listen.\u003C\u002Fp\u003E\u003Cp\u003EHave a look at the video above to see how science enthusiast Hashem Al-Ghaili became a media consultant and public speaker by uploading short videos of his own onto Faccebook.\u003C\u002Fp\u003E\u003Cp\u003E--\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our\u003C\u002Fem\u003E \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003E\u003Cem\u003EFacebook\u003C\u002Fem\u003E\u003C\u002Fa\u003E \u003Cem\u003Epage or message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003E\u003Cem\u003ETwitter\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EIf you liked this story, sign up for the weekly bbc.com features \u003C\u002Fem\u003E\u003Ca href=\"http:\u002F\u002Fpages.emails.bbc.com\u002Fsubscribe\u002F\"\u003E\u003Cstrong\u003E\u003Cem\u003Enewsletter\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E\u003Cem\u003E called \"If You Only Read 6 Things This Week\". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180222-the-man-with-16-million-fans-0"}],"collection":null,"disableAdverts":false,"displayDate":"2018-02-22T03:18:05.679Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"The man with 16 million fans","headlineShort":"The science ace with 16 million fans","image":["p05yzs17"],"imageAlignment":"centre","imageAltText":"","isSyndicated":false,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":null,"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":["p05z1nhs"],"relatedStories":null,"relatedTag":null,"summaryLong":"Yemeni influencer Hashem Al-Ghaili has created a massive online following by spreading his love of science with fans around the world.","summaryShort":"With his love of science, Hashem Al-Ghaili has created a huge online following","tag":["tag\u002Fsocial-media"],"creationDateTime":"2018-02-22T03:58:52.917846Z","entity":"article","guid":"5f918faf-e192-48dc-b985-28486ae9e68f","id":"worklife\u002Farticle\u002F20180222-the-man-with-16-million-fans","modifiedDateTime":"2018-02-22T03:58:52.917846Z","project":"worklife","slug":"20180222-the-man-with-16-million-fans","cacheLastUpdated":1571786488763},"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love","_id":"5da5f0a69de51f1063d63dd5","ambientVideo":null,"articleType":"story","assetVideo":null,"author":null,"bodyIntro":"","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cem\u003EThis story is from \u003C\u002Fem\u003E\u003Ca href=\"http:\u002F\u002Fwww.bbc.co.uk\u002Fprogrammes\u002Fb09p2vd2\"\u003E\u003Cem\u003ENiche Work If You Can Get It\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E,\u003C\u002Fem\u003E \u003Cem\u003Ea Whistledown production for BBC Radio 4\u003Cem\u003E. It was presented by Nick Baker and produced by Leeanne Coyle. Adapted by Sarah Keating.\u003C\u002Fem\u003E\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003EIn a corner of The Royal Botanic Gardens in Edinburgh, a woman is nervously posing in front of a photographer. She’s not your typical model though. 53-year-old Rose is having her photo taken for her internet dating profile. The photographer standing in front of her specialises in profile pictures for online dating sites.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-0"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"So, good photos equal good quality dates. Poor photos – hook-ups and poor quality dates","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EA group of curious Japanese tourists walk by as photographer, Rachel Spence, explains the process, giving her client advice on her choice of outfit. “Before you’ve even got here I’ve done some prep on the location because I know you love the gardens so I’m going to take into consideration what you like,” Spence tells her.\u003C\u002Fp\u003E\u003Cp\u003ERose says her son has taken her profile pictures up until now “sat on the couch looking a bit lonesome and sad,” she laughs.\u003C\u002Fp\u003E\u003Cp\u003EBut is there a big market for such a niche job – the internet daters’ photographer? Well, figures show that \u003Ca href=\"https:\u002F\u002Fwww.marketingweek.com\u002F2015\u002F02\u002F11\u002Ftrends-online-dating\u002F\"\u003Ethe online dating industry will be worth £225 million\u003C\u002Fa\u003E in the UK in 2019 and generates approximately \u003Ca href=\"https:\u002F\u002Fwww.ibisworld.com\u002Findustry-trends\u002Fmarket-research-reports\u002Fother-services-except-public-administration\u002Fpersonal-laundry\u002Fdating-services.html\"\u003E$3 billion per year in the US\u003C\u002Fa\u003E. And another statistic shows 90% of a dating profile is all about the photograph. So with so much emphasis on the image you use, it’s not surprising that creating that image has become a growing lucrative, industry.\u003C\u002Fp\u003E\u003Cp\u003ESaskia Nelson founded \u003Ca href=\"https:\u002F\u002Fwww.heysaturday.co\u002F\"\u003EHey Saturday\u003C\u002Fa\u003E which claims to be the first professional internet dating photography agency. They have been trading for four years and have expanded to four other locations, including New York.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-2"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p05y9g5n"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“There’s a shift coming I think, where it’s going to become not very cool to use iPhone snaps and old blurry holiday photos,” she says. “People are just going to flick through and the minute they see a good strong image with some colour and in focus and bright and good quality they’ll start attracting good quality dates. So good photos equal good quality dates. Poor photos – hook-ups and poor quality dates.”\u003C\u002Fp\u003E\u003Cp\u003EBut how do you bring out someone’s inner attractiveness in an age when we have all become carelessly clicky with our smart phones?\u003C\u002Fp\u003E\u003Cp\u003EVeteran photographer, Eamonn McCabe, says it’s not that straightforward. “The hardest thing is to photograph somebody the way they see themselves, or, the way they imagine themselves. We all imagine ourselves to be handsome hulks or beautiful women. Often, the camera doesn’t capture it that way,” he says.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-4"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p05y9cms"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-5"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIn an era where we are bombarded with images of beauty and perfection, how much of this industry is about manipulating people’s feelings of insecurity about how they look? At £167 pounds an hour for a shoot, it’s a lucrative business. Saskia Nelson insists that’s not the aim at all “we’re in the business of helping people find love in the best way possible. So I really hope that we’re not making people feel inadequate at all. We’re just trying to get people to look the best they can.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-6"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"We’ve always lightened or darkened photos and I think that’s fair enough. But I think once you start to trim off some unwanted chin fat or whatever, I don’t think that’s on at all ","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EBack in the Royal Botanic Gardens, Rose has finished her shoot and photographer Kate is going through the images taken so far. She picks out one she likes “I’ll probably lighten up the eye sockets but nothing too heavy….” she says.\u003C\u002Fp\u003E\u003Cp\u003ESo is there another manipulation going on? Are these professional photographers falsely representing their clients’ potential suiters?\u003C\u002Fp\u003E\u003Cp\u003EEamonn McCabe thinks it’s a fine line. “We’ve always lightened or darkened photos and I think that’s fair enough”, he says. “But I think once you start to trim off some unwanted chin fat or whatever, I don’t think that’s on at all.  And I don’t suppose in the long run it would do you any good.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-8"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p05y9cbb"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EInvesting in our appearance isn’t new as part of the quest for love but is this a way of commercialising the way we look? Making our photo our brand?\u003C\u002Fp\u003E\u003Cp\u003EAs for Rose, she’s clear on why she is getting her profile photo professionally taken. “It’s not so much my own photograph that I’ve had on a dating site”, she says, “it’s looking at other people’s photographs and seeing that [it] wasn’t reflective of who they were once I’d met them….so I really wanted to make sure that the photograph reflected me.”\u003C\u002Fp\u003E\u003Cp\u003ESo maybe Saskia Nelson is on to something. As brand \"me\" dominates our social media feeds perhaps we'll all need to take extra steps to make ourselves stand out from the crowd. And that's no different in the tricky world of \"swiping right.\"\u003C\u002Fp\u003E\u003Cp\u003E{\"image\":{\"pid\":\"\"}}\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love-10"}],"collection":null,"disableAdverts":false,"displayDate":"2018-02-16T00:01:02Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"The people making money out of the quest for love","headlineShort":"Can a good photographer get you a date?","image":["p05y95wk"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":["p05ychnv"],"relatedStories":null,"relatedTag":null,"summaryLong":"What lengths would you go to to find a perfect match online?","summaryShort":"The snappers hired to create perfect dating profile shots","tag":["tag\u002Fcareers","tag\u002Fsocial-media"],"creationDateTime":"2018-02-16T01:03:07.450995Z","entity":"article","guid":"028ef281-3a55-4ce3-9a6d-e8e541a8fd44","id":"worklife\u002Farticle\u002F20180215-the-people-making-money-out-of-the-quest-for-love","modifiedDateTime":"2018-02-16T01:03:07.450995Z","project":"worklife","slug":"20180215-the-people-making-money-out-of-the-quest-for-love","cacheLastUpdated":1571786488763},"worklife\u002Farticle\u002F20170811-how-to-cook-meals-using-only-everyday-office-equipment":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20170811-how-to-cook-meals-using-only-everyday-office-equipment","_id":"5da5f0a99de51f1063d64f7b","ambientVideo":null,"articleType":"video","assetVideo":["p05c4t85"],"author":["worklife\u002Fauthor\u002Ftrevor-sochocki"],"bodyIntro":"Chinese YouTuber Ms Yeah has brought new meaning to the phrase ‘work meals’. Using various office supplies, she shows how to cook masterpieces for her colleagues.","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EChina’s latest internet star isn’t your regular, run-of-the-pepper-mill celebrity chef or food blogger. Based in Chengdu, China, Ms Yeah transforms ordinary office supplies into a kitchen, and her videos of al desko culinary creations like Chinese hamburgers, pancakes and fried fish have gone viral.\u003C\u002Fp\u003E\u003Cp\u003EMs Yeah says she came up with the idea while she was ironing one day, and wondered if she could use the iron to grill beef. Just for fun, she uploaded the video online, but didn't start thinking seriously about making more videos until she saw how much people seemed to like her videos.\u003C\u002Fp\u003E\u003Cp\u003EAll the videos are shot during work hours in her creative agency office, says Ms Yeah. With the help of her colleagues, she now spends days writing, filming, and editing her videos. After less than a year online, she has millions of viewers and fans across the world, all waiting to see what creative concoctions she will come up with next.\u003C\u002Fp\u003E\u003Cp\u003EWatch the video to see more. Needless to say, we don’t recommend you try this at home, or at work.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our\u003C\u002Fem\u003E \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003E\u003Cem\u003EFacebook\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E page or message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003E\u003Cem\u003ETwitter\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EIf you liked this story, sign up for the weekly bbc.com features \u003C\u002Fem\u003E\u003Ca href=\"http:\u002F\u002Fpages.emails.bbc.com\u002Fsubscribe\u002F\"\u003E\u003Cstrong\u003E\u003Cem\u003Enewsletter\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E\u003Cem\u003E called \"If You Only Read 6 Things This Week\". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170811-how-to-cook-meals-using-only-everyday-office-equipment-0"}],"collection":null,"disableAdverts":false,"displayDate":"2017-08-14T19:26:39Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"How to cook meals using only everyday office equipment","headlineShort":"Taking the desk lunch to new extremes","image":["p05c54br"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":null,"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":["p05cd99s"],"relatedStories":null,"relatedTag":null,"summaryLong":"Chinese YouTuber Ms Yeah has brought new meaning to the phrase ‘work meals’. Using various office supplies, she shows how to cook masterpieces for her colleagues.","summaryShort":"China’s latest YouTube star cooks up gourmet meals using only office equipment","tag":["tag\u002Fcapital-video","tag\u002Fsocial-media"],"creationDateTime":"2017-08-14T00:48:51.781031Z","entity":"article","guid":"79803907-6c4a-4545-996b-995e21517e5e","id":"worklife\u002Farticle\u002F20170811-how-to-cook-meals-using-only-everyday-office-equipment","modifiedDateTime":"2017-08-14T00:48:51.781031Z","project":"worklife","slug":"20170811-how-to-cook-meals-using-only-everyday-office-equipment","cacheLastUpdated":1571786488763},"worklife\u002Farticle\u002F20170710-inside-the-lives-of-dubais-super-rich-kids":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20170710-inside-the-lives-of-dubais-super-rich-kids","_id":"5da5f0a89de51f1063d6481e","ambientVideo":null,"articleType":"video","assetVideo":["p058lggc"],"author":["worklife\u002Fauthor\u002Falessandro-pavone"],"bodyIntro":"With exotic pets, luxury cars and celebrity friends, Dubai’s ‘Rich Kids of Instagram’ live a life of unimaginable luxury. But is it all as it seems?","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThere’s always an element of showing off in every social media post, but Dubai’s young influencers are on another level entirely.\u003C\u002Fp\u003E\u003Cp\u003ERashed Belhasa, known to his fans as Money Kicks, is a 15-year-old who has amassed almost 600,000 Instagram followers with his photos of exotic pets, luxury travel and celebrity encounters.\u003C\u002Fp\u003E\u003Cp\u003EMoe Jabry, who goes by Moe Money, fills his feed with supercars set amid the Dubai skyline.\u003C\u002Fp\u003E\u003Cp\u003EThey have created business opportunities by promoting a luxurious lifestyle – but what goes on behind the scenes?\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EVideo by Alessandro Pavone. Additional editing by Trevor Sochocki.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our\u003C\u002Fem\u003E \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003E\u003Cem\u003EFacebook\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003Epage or message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003E\u003Cem\u003ETwitter\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EIf you liked this story, sign up for the weekly bbc.com features \u003C\u002Fem\u003E\u003Ca href=\"http:\u002F\u002Fpages.emails.bbc.com\u002Fsubscribe\u002F\"\u003E\u003Cstrong\u003E\u003Cem\u003Enewsletter\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E\u003Cem\u003E called \"If You Only Read 6 Things This Week\". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170710-inside-the-lives-of-dubais-super-rich-kids-0"}],"collection":null,"disableAdverts":false,"displayDate":"2017-07-11T19:16:07Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"Inside the lives of Dubai’s ‘super rich’ kids","headlineShort":"The 'rich kids' selling the Dubai dream","image":["p058bl26"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":null,"relatedStories":null,"relatedTag":["tag\u002Fsocial-media"],"summaryLong":"With exotic pets, luxury cars and celebrity friends, Dubai’s ‘Rich Kids of Instagram’ live a life of unimaginable luxury. But is it all as it seems?","summaryShort":"Exotic pets and celebrity friends. These kids have it all – or do they?","tag":["tag\u002Fluxury","tag\u002Fcapital-video","tag\u002Fsocial-media"],"creationDateTime":"2017-07-10T20:29:27.582129Z","entity":"article","guid":"4d7fb321-8a50-4dfa-b38a-996ff95ee74f","id":"worklife\u002Farticle\u002F20170710-inside-the-lives-of-dubais-super-rich-kids","modifiedDateTime":"2017-07-10T20:29:27.582129Z","project":"worklife","slug":"20170710-inside-the-lives-of-dubais-super-rich-kids","cacheLastUpdated":1571786488764},"worklife\u002Farticle\u002F20170623-chinas-pearl-bro-making-millions-from-live-streaming":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20170623-chinas-pearl-bro-making-millions-from-live-streaming","_id":"5da5f0a79de51f1063d6452a","ambientVideo":null,"articleType":"video","assetVideo":["p056rrzc"],"author":["worklife\u002Fauthor\u002Frunze-yu"],"bodyIntro":"The massive market for online streaming in China has canny entrepreneurs flexing their mussels.","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cem\u003EOver the next month, we’re celebrating technology and innovation in a new series called Bright Sparks. As part of the series, we’re bringing back some of our favourite articles about the people and ideas that are changing the world with technology.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003EXinda Zhan has an online alter-ego.\u003C\u002Fp\u003E\u003Cp\u003EEvery day, the 25-year-old becomes ‘Pearl Bro’, a lively online presenter who runs a pearl shop on China’s massive online marketplace Taobao.\u003C\u002Fp\u003E\u003Cp\u003EHe and his mother harvest pearls from freshwater mussels and broadcast the action to online customers all over the country. It's a strategy that has made revenues rocket for the family pearl business in Zhuji, eastern China.\u003C\u002Fp\u003E\u003Cp\u003EHe is one of tens of thousands who use the live-streaming platform to sell their wares and find online stardom, in a market worth an estimated $3bn.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EAdditional editing by Trevor Sochocki.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our\u003C\u002Fem\u003E \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003E\u003Cem\u003EFacebook \u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003Epage or message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003E\u003Cem\u003ETwitter\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EIf you liked this story, sign up for the weekly bbc.com features \u003C\u002Fem\u003E\u003Ca href=\"http:\u002F\u002Fpages.emails.bbc.com\u002Fsubscribe\u002F\"\u003E\u003Cstrong\u003E\u003Cem\u003Enewsletter\u003C\u002Fem\u003E\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E\u003Cem\u003E called \"If You Only Read 6 Things This Week\". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170623-chinas-pearl-bro-making-millions-from-live-streaming-0"}],"collection":["worklife\u002Fpremium-collection\u002Fbright-sparks"],"disableAdverts":false,"displayDate":"2017-06-26T19:09:58Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"China’s ‘Pearl Bro’ making millions from live streaming","headlineShort":"How young Chinese get rich online","image":["p056jvnk"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":null,"relatedStories":null,"relatedTag":["tag\u002Fsocial-media"],"summaryLong":"The massive market for online streaming in China has canny entrepreneurs flexing their mussels","summaryShort":"The odd ways entrepreneurs are cashing in on a multibillion-dollar industry","tag":["tag\u002Fchina","tag\u002Fcapital-video","tag\u002Fsocial-media"],"creationDateTime":"2017-06-26T00:47:15.998209Z","entity":"article","guid":"b6ee3443-fa89-443a-875c-ecad315080cb","id":"worklife\u002Farticle\u002F20170623-chinas-pearl-bro-making-millions-from-live-streaming","modifiedDateTime":"2017-06-26T00:47:15.998209Z","project":"worklife","slug":"20170623-chinas-pearl-bro-making-millions-from-live-streaming","cacheLastUpdated":1571786488764},"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind","_id":"5da5f0a79de51f1063d6422b","ambientVideo":null,"articleType":"story","assetVideo":null,"author":["worklife\u002Fauthor\u002Fjessica-holland"],"bodyIntro":"Weddings are the ultimate expression of selfie culture, and companies providing custom hashtags and social-media assistants are cashing in.","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cem\u003EThrough the end of the year, we are examining life’s marquee moments through the unique experiences of baby boomers, Gen X and millennials in a series called the Generation Project. As part of the series, we’re bringing back some of our favourite articles that tell these stories.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003EWhen Jessica Lehmann, a 33-year-old British expat in New York, posted a photo announcing her engagement to filmmaker Jesse Ash on Instagram, she already had the accompanying hashtag figured out: #JessTheTwoOfUs. She used it again when posting from her hen party in London in May, and will encourage guests to use the hashtag on social media when sharing pictures of the wedding itself, in Brooklyn’s Prospect Park in September.\u003C\u002Fp\u003E\u003Cp\u003EA brand strategist in her professional life, she says that she “definitely put some thought into it,” explaining, “a good wedding hashtag says a lot about who the couple are. It makes them laugh, it’s memorable. If you can get a pun into it, you’re winning.”\u003C\u002Fp\u003E\u003Cp\u003EWith 700 million active Instagram users worldwide, and more than a billion checking Facebook daily, it’s unsurprising that young people are factoring social media engagement into their wedding planning. Now, a small but growing industry is starting to capitalise on the trend.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-0"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p055bd97"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EBranding together\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EMarielle Wakim is an editor at Los Angeles Magazine who founded the company Happily Ever Hashtagged in 2016, after being asked by friends to come up with personalised hashtags for their weddings.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-2"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"Wakim charges $40 to come up with a single customised hashtag, or $85 for three","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EHashtags are essentially a metadata tool, used to help people find content on a particular subject on Twitter, Instagram, Facebook and other platforms.\u003C\u002Fp\u003E\u003Cp\u003EWakim now charges $40 to come up with a single customised hashtag, or $85 for three, and has been so deluged with orders that she has a waiting list of around 150 customers at any given time.\u003C\u002Fp\u003E\u003Cp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-4"},{"bodyHtml":{"assets":[]},"cardType":"IFrame","iFrameCustomHtml":"\u003Ciframe width=\"320\" height=\"400\" frameborder=\"0\" src=\"http:\u002F\u002Fwww.bbc.co.uk\u002Fprogrammes\u002Fp052mhcy\u002Fplayer\"\u003E\u003C\u002Fiframe\u003E","iFrameType":"customEmbedded","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-5"},{"bodyHtml":{"assets":[],"html":"\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EMarielle Wakim shared her wedding hashtag story with BBC Minute - listen to the interview above. For more unusual jobs from around the globe, \u003Ca href=\"http:\u002F\u002Fwww.bbc.co.uk\u002Fprogrammes\u002Farticles\u002F1TKf3MJMwRj3DJrCDV1SfDg\u002Fare-these-five-of-the-most-unusual-jobs\"\u003Eclick here\u003C\u002Fa\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003EIn March last year, 28-year-old graphic designer Allie Bertelson launched SnapchatGeofilters on online marketplace Etsy. Geofilters are special frames that people can layer on top of their Snapchat images when posting from a particular event, such as a Pride parade or a music festival. Anyone can create them, but Bertelson designs bespoke filters for couples who don’t have the skills or time to do so. For £8 per filter, couples can offer wedding guests a selection of customised frames and encourage them to apply these to photos or videos taken at the event.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-6"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p055bd3y"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EAnd if people are already going to be posting on Instagram and Facebook during your reception, why not project a continuous stream of these digital uploads on a digital wall?\u003C\u002Fp\u003E\u003Cp\u003EAmsterdam-based entrepreneurs Yousef El-Dardiry and Pim Stuurman founded the company WeddingHashtagWall in 2014. Customers can order a virtual “wall” for $79 and receive a unique web address which displays a constant stream of uploads from wedding guests linked by customised hashtags. This allows people who aren't present take part in the revelry, and those who are there to share photos in real time.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-8"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"There are even companies offering designated social-media assistants to snap and post during your special day","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThere are even companies offering designated social-media assistants to snap and post during your special day. The New York-based start-up Maid of Social was founded in 2015 by two former editors at wedding magazine The Knot, and describes itself as “your PR team for your wedding day.”\u003C\u002Fp\u003E\u003Cp\u003EIts offerings range from a $500 package of hashtag creation, a post on the company’s Instagram account and tips for boosting a wedding’s online virality, to the full “5-carat package”. At this level, priced in the thousands and aimed at social influencers with huge followings, you get an onsite team, media strategy for any brands you might be partnering with on the day, Instagram and Snapchat takeovers, and even help securing press coverage.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-10"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p055bdcf"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-11"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EA bridge too far?\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EFor those who aren’t ardent social-media users, all this may seem a little over the top. But digital natives are used to seeing their online profiles not only as an extension of their personal life and identity, but also as an opportunity to promote their professional or creative endeavours.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-12"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"It’s like the red carpet for regular people - Jean Twenge","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-13"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“It’s like the red carpet for regular people,” says Jean Twenge, author of the books Generation Me and the forthcoming iGen. “Millennials are highly individualistic and are more comfortable with getting attention than previous generations were at the same age,” and weddings “are the one occasion when it is acceptable to draw attention to yourself.”\u003C\u002Fp\u003E\u003Cp\u003ESocial media’s demand for constant photo ops, and its tendency to encourage one-upmanship, may offer one explanation as to why the average price for a wedding is steadily rising, despite the fact that many millennials are reluctant to engage in the same traditions as previous generations.\u003C\u002Fp\u003E\u003Cp\u003EThe figure recently surpassed \u003Ca href=\"http:\u002F\u002Fwww.hitched.co.uk\u002Fwedding-planning\u002Forganising-and-planning\u002Fwedding-survey-2016_1193.htm\"\u003E£25,000 in the UK\u003C\u002Fa\u003E and \u003Ca href=\"https:\u002F\u002Fwww.theknot.com\u002Fcontent\u002Faverage-wedding-cost-2016\"\u003E$35,000 in the US\u003C\u002Fa\u003E, according to studies conducted in 2016 by websites Hitched and The Knot, respectively.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-14"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p055bd5k"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-15"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003ELehmann admits that browsing online scrapbook site Pinterest for wedding ideas can create unrealistic expectations that are hard to fulfil on a budget. “You get wrapped up in ‘oh my wedding has to look like this amazing emporium of candles and flowers and stars hanging from the ceiling and I’m carried away on a magic carpet,’” she says.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-16"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"You do sometimes tailor things for the experience, but also the optics - Jessica Lehmann","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-17"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“You have to remember that most of those photos have been styled for the purpose of being posted online. It’s easy to get caught up in things that don’t matter that much.” That said, she does want to walk out of the ceremony under of arch of glowing sparklers held up by guests: “You do sometimes tailor things for the experience, but also the optics.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003EPressure for perfection\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EDoes all of this curation create an environment where a couple can be so caught up in capturing a moment that they barely experience it? In her book Alone Together, MIT social science professor Sherry Turkle suggests that the distraction of phones can be a barrier to intimacy in social situations, making our connections shallower and increasing isolation.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-18"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"The distraction of phones can be a barrier to intimacy in social situations, making our connections shallower","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-19"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThere have been staged photos at weddings stretching back decades, she points out, “but now, there are so many ‘vignettes’ that need to be special, so many moments that people will be discovering and potentially sharing and judging, it increases the pressure for perfection,” she says. “This is our new paradox: we preach authenticity but practice self-curation.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-20"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p055bd5q"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-21"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003ETurkle expects to see a growing counter movement emerge – “the device-free wedding” – but, in the meantime, she sees nothing wrong with nudging wedding guests to use specific hashtags on their posts, if they’re going to be using their phones anyway. “It makes sense to give them a channel and a focus.”\u003C\u002Fp\u003E\u003Cp\u003ELehmann has considered these pros and cons. At her reception, she’ll encourage photos with a photo booth set up with props and selfie sticks, and instant cameras for physical mementoes. She’ll also have the #JessTheTwoOfUs hashtag on display as a reminder. “It actually takes some pressure off,” she says, to know that friends will be capturing various moments from a day that’s likely to rush past in a blur. She’s looking forward to browsing through the photos the next morning, “seeing everyone’s vantage point, maybe getting some hidden gems,” and perhaps cherry-picking one or two to post to her own followers.\u003C\u002Fp\u003E\u003Cp\u003EStill, she plans to asks guests to turn their devices off during the actual wedding ceremony, and she won’t have a phone on her on the day.\u003C\u002Fp\u003E\u003Cp\u003E“You do have to draw the line,” she adds. “People say that your wedding day goes really quickly, and you want to enjoy as much of is as you can by being present and in the moment.\u003C\u002Fp\u003E\u003Cp\u003E“It’s hard to do that if you’re on your phone.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003E\u003Cstrong\u003EFacebook\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E page or message us on \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003E\u003Cstrong\u003ETwitter\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003EIf you liked this story, sign up for the weekly bbc.com features \u003Ca href=\"http:\u002F\u002Fpages.emails.bbc.com\u002Fsubscribe\u002F\"\u003E\u003Cstrong\u003Enewsletter\u003C\u002Fstrong\u003E\u003C\u002Fa\u003E called \"If You Only Read 6 Things This Week\". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind-22"}],"collection":["worklife\u002Fcolumn\u002Faffording-your-life","worklife\u002Fpremium-collection\u002Fgeneration-project"],"disableAdverts":false,"displayDate":"2017-06-09T20:32:05Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"The weddings designed with Instagram in mind","headlineShort":"The rise of the Instagram wedding","image":["p055bjh3"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":null,"relatedStories":null,"relatedTag":["tag\u002Fspending"],"summaryLong":"Weddings are the ultimate expression of selfie culture, and companies providing custom hashtags and social-media assistants are cashing in","summaryShort":"‘It’s like the red carpet for regular people’","tag":["tag\u002Fspending","tag\u002Fsocial-media"],"creationDateTime":"2017-06-08T20:13:49.481636Z","entity":"article","guid":"95012598-52b9-4d34-aacd-6bf251d70bd7","id":"worklife\u002Farticle\u002F20170608-the-millennial-weddings-designed-with-instagram-in-mind","modifiedDateTime":"2017-06-08T20:13:49.481636Z","project":"worklife","slug":"20170608-the-millennial-weddings-designed-with-instagram-in-mind","cacheLastUpdated":1571786488764},"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse","_id":"5da5f0a59de51f1063d6390a","ambientVideo":null,"articleType":"story","assetVideo":null,"author":["worklife\u002Fauthor\u002Falina-dizik"],"bodyIntro":"If you can’t turn away from Facebook, Snapchat or other social media, you aren’t alone. And now, there are therapists who can help you with a digital intervention.","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIf you can’t seem to resist a scroll through your Facebook or Instagram feed during working hours, or if you feel anxious when you can’t check your smartphone or have no signal,  you might need a digital intervention.\u003C\u002Fp\u003E\u003Cp\u003EIn the last few years, social media users who find it impossible to stay off their devices when they would like to resist them are seeking treatment via professionals. And they’re responding. Therapists are offering counselling, mindfulness coaches are hosting detox retreats, and corporate-wellness startups are all vying to help you get through the day without constant, compulsive scrolling.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-0"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":" We give people driving lessons… but everyone just gets a smartphone and off they go","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe result is a wide array of options that social media users are willing to try to break their habit. Hour-long sessions can cost from $150 per hour, with longer detox camping-style retreats costing more than $500 for several days.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003EGetting help to be responsible\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003E“We give people driving lessons and swimming lessons, but everyone just gets a smartphone and off they go,” says Pamela Rutledge, director of the Media Psychology Research Center, a research nonprofit, in Newport Beach in California in the US. “There are skills needed to navigate any social space.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-2"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p050cktp"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIn the last few years, the number of patients seeking help from Nathan Driskell, a therapist in Houston, Texas in the US, for so-called social media addiction rose 20% and now make up almost half of his patients, he says. Interestingly, clients asking for help with computer-game addiction have somewhat declined, he says.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003EUnrecognised, but treatable\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003ETo be sure, social media addiction is not recognised as an official disorder by medical classification texts such as the American Psychiatric Association’s Diagnostic and Statistical Manual of Mental Disorders, which is considered the gold standard in diagnosing mental disorders. Whether or not it should be is controversial. Yet, some therapists including Driskell treat patients with the same methods they would use to treat other addictions.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-4"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"It’s worse than alcohol or drug abuse because it’s much more engaging and there’s no stigma behind it","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-5"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIn some ways, the psychological impact caused by Facebook, Snapchat and other digital platforms can be more difficult to treat than other recognised addictions, Driskell says. “It’s worse than alcohol or drug abuse because it’s much more engaging and there’s no stigma behind it,” he says. Driskell charges $150 per hour and works with patients on a weekly basis for at least six months.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-6"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p050cky1"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EFighting fire with fire\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003ENew York-based start-up Talkspace offers on-demand online counselling from 1,000 in-network therapists. In 2016 the company started tailoring offerings that address social media usage, launching a 12-week social media programme to help those navigating their online addictions as part of more comprehensive therapy, says Linda Sacco, Talkspace’s vice president for behavioral health services. Therapists who participate work with patients to increase mindfulness and track their progress over several months, says Sacco, who declined to give the number of users currently in the programme.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-8"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"Those coming forward actually recognise that this is taking over their life","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe company offers text-message-based therapy starting at $138 per month, with $396 for live-talk therapy. And, while clients use their smartphone to hold therapy sessions, they are being taught how to use the phone in a more mindful way, she adds. Most people turn to therapy after many failed attempts to control their impulses on their own, Sacco says.\u003C\u002Fp\u003E\u003Cp\u003E“By the time they are thinking they need treatment they have tried [limiting screen time]—were unsuccessful—and [are] feeling even worse,” says Sacco. “Those coming forward actually recognise that this is taking over their life.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-10"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p050cl2v"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-11"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EA duty to help\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EOthers say poor social media habits can be treated as a workplace problem. In London, Orianna Fielding founded the Digital Detox Company in 2014, after researching a book about unplugging. Fielding now works with companies to help employees navigate their social media use rather than leaving them to manage on their own. Programmes start with an in-person workshop and then employees go through custom online modules that cater to their own digital triggers, which include interruptions from social media.\u003C\u002Fp\u003E\u003Cp\u003E“We’re reframing our relationship to technology,” says Fielding, who charges £600 ($748) per day on average. A firm’s executives can sign up for additional workshops that focus on increasing productivity, she adds.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003EGetting it right\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EExperts warn of over-relying on mindfulness or digital detox retreats without additional follow-up. Weekend or week-long detoxes, which often involve spending time in a natural setting to help users disengage from devices, can be a good first step, says Driskell.\u003C\u002Fp\u003E\u003Cp\u003EBut like other addictions, clients typically visit for at least six months to a year in order to fully understand how to manage their own behavior when not in a detox programme, he says. “It’s good to detox to get your mind away, but then you go back into the same life as before,” which can hinder progress, Driskell says.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003EWhen self-therapy works\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003ESome firms are looking to attract social media users who aren’t quite ready for an onslaught of one-on-one therapy but who still want to try logging off.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-12"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p050clcv"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-13"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIn Berlin, Offtime, a company that describes itself as the first “post-tech start-up” devoted to “focus and digital rebalance,” works with users to control their social media use via apps while also offering various face-to-face detox workshops.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-14"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":" People tend to go right to calling it an addiction, rather than thinking about it as a lack of balance","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-15"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe result is a crutch of sorts, to help those who are seeing a rise in their own media use but want to tackle it on their own, says psychologist Alexander Steinhart, who co-founded the company in 2014.\u003C\u002Fp\u003E\u003Cp\u003ERather than waiting until someone has a problem, it’s important for users to seek out a healthy routine after learning best practices. Rutledge says that good technology habits need to be put into place as soon as new technology emerges.\u003C\u002Fp\u003E\u003Cp\u003E“People tend to go right to calling it an addiction,” she says. “Rather than thinking about it as a lack of balance.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, please head over to our\u003C\u002Fem\u003E \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\"\u003EFacebook\u003C\u002Fa\u003E\u003Cem\u003E page or message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003ETwitter\u003C\u002Fa\u003E.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse-16"}],"collection":["worklife\u002Fcolumn\u002Fowning-your-time"],"disableAdverts":false,"displayDate":"2017-04-18T18:36:48Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"The addiction that’s 'worse than alcohol or drug abuse’","headlineShort":"‘It’s worse than alcohol or drug abuse’","image":["p050cl2v"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":null,"relatedStories":null,"relatedTag":["tag\u002Fpsychology"],"summaryLong":"If you can’t turn away from Facebook, Snapchat or other social media, you aren’t alone. And now, there are therapists who can help you with a digital intervention.","summaryShort":"Can’t turn away from Facebook or Snapchat? There’s a therapist for that now","tag":["tag\u002Fpsychology","tag\u002Fsocial-media"],"creationDateTime":"2017-04-18T04:30:55.272568Z","entity":"article","guid":"5afda904-1338-46a5-ac38-499fbdff6c6c","id":"worklife\u002Farticle\u002F20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse","modifiedDateTime":"2017-04-18T04:30:55.272568Z","project":"worklife","slug":"20170417-the-addiction-thats-worse-than-alcohol-or-drug-abuse","cacheLastUpdated":1571786488765},"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok","_id":"5da5f0a69de51f1063d63cda","ambientVideo":null,"articleType":"story","assetVideo":null,"author":["worklife\u002Fauthor\u002Fnick-clayton"],"bodyIntro":"What’s behind Pokemon Go at work? Simple: ‘Work is boring. Games aren’t.’","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EA group of young women fall laughing and talking excitedly into a trendy office in Midtown Manhattan, constantly glancing at the smartphones in their hands.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-0"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"Work is boring. Games aren’t boring","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“You really should go down to the Bryant Park fountain,” says one. “It’s so easy to catch a Golbat there.’”\u003C\u002Fp\u003E\u003Cp\u003ETwo other women grab their phones and head out.\u003C\u002Fp\u003E\u003Cp\u003EIt’s all part of a day’s work at social media marketing agency Socialfly. “Pokémon GO has really boosted office morale,” says Stephanie Cartin, co-founder of the four-year-old start-up which currently has 12 employees, who happen to all be women.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-2"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p042vz33"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“It’s the only game they’re playing,” says Cartin. “We don’t mind them playing in the office. They work hard and they get their jobs done. And we’ve had brainstorming sessions to help clients successfully incorporate Pokémon characters into their marketing.”\u003C\u002Fp\u003E\u003Cp\u003EAlthough Pokémon GO only invaded the world’s offices at the start of the summer, incorporating games into work goes back a while. Way back. Evidence from graffiti that ancient Egyptian workers turned pyramid-building into a sport, according to Ethan Mollick, assistant professor of management at the Wharton School of the University of Pennsylvania in the US.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-4"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"We don’t mind them playing in the office","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-5"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“They divided into teams with names like the Drunkards of Menkaure and they'd compete with each other to see who could put up the most blocks,” he says. “They'd get extra beer if they won.”\u003C\u002Fp\u003E\u003Cp\u003EGames, it seems, have long been used to\u003Ca href=\"http:\u002F\u002Fwww.bbc.com\u002Fcapital\u002Fstory\u002F20160707-can-gaming-at-work-make-you-more-productive\"\u003E add incentives and make work more interesting\u003C\u002Fa\u003E.\u003C\u002Fp\u003E\u003Cp\u003EMollick says augmented reality is almost the ultimate goal of what’s known as ‘gamification’. That is: “Work is boring. Games aren’t boring. So let’s make work more like a game.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-6"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p042vym1"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EThe game-at-work revolution\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EPokémon GO, Mollick says, is a very important step forward in the idea of games at work because it’s based on augmented reality.\u003C\u002Fp\u003E\u003Cp\u003EThis technology uses sensors to create the illusion that virtual objects are present in the real world. It means Pokémons can appear on your smartphone screen as if they were actually dancing in front of your local pizza place or on your officemate’s desk chair.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-8"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"None of these has caught the public imagination in the way that Pokémon GO has","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003ECompanies have invested billions of dollars into projects such as Google Glass, designed to create serious applications using augmented-reality eyeglasses. Apps such as Star Walk map and detail elements of the night sky on your smartphone screen. Others, like Field Trip, act like a tour guide, giving details of historic and places to eat based on your location.\u003C\u002Fp\u003E\u003Cp\u003EBut none of these, however, has caught the public imagination — and perhaps the world of work — in the way that Pokémon GO has. “As an augmented reality game it shows what you can do in the workplace,” explains Mollick. “You can create an artificial layer over work which is more interesting than the work itself.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003EBeware the dark side\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EMaking work fun for everybody through a game might sound simple, but it’s far from straightforward as Mollick and a colleague, Nancy Rothbard, found after a series of experiments.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-10"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p042vyfk"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-11"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThey took three groups of salespeople: one was rewarded for hitting sales targets by being shown sports TV style video clip, another was shown a simple scoreboard and the third group was shown nothing at all.\u003C\u002Fp\u003E\u003Cp\u003EWhat they found was that the game strongly affected players’ feelings towards work. And that wasn’t always good. Those who bought into the game were positive, but those who didn’t enjoy it were strongly negative.\u003Cstrong\u003E \u003Cbr \u002F\u003E\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-12"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"The game really should be built into every corporate wellness programme","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-13"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EIt’s a problem Kristan Wheaton, associate professor at Mercyhurst University in Pennsylvania, has seen first-hand. He has designed learning games for organisations such as the US National Geospatial Intelligence Agency and the US Federal Bureau of Investigation — plus, he’s a long-time games player himself.\u003C\u002Fp\u003E\u003Cp\u003EPokémon GO, he says, does much more than show off how well augmented reality can work. “It also encourages people to get off their asses and walk. The game really should be built into every corporate wellness programme.”\u003C\u002Fp\u003E\u003Cp\u003EBut its success comes in large part because people play voluntarily. \u003Ca href=\"http:\u002F\u002Fwww.bbc.com\u002Fcapital\u002Fstory\u002F20160624-we-are-not-amused-the-tyranny-of-forced-fun-at-work\"\u003EWhat doesn’t work is what’s described as ‘mandatory fun’\u003C\u002Fa\u003E, although Wheaton believes games-based learning is important for every organisation.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-14"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p042vzb7"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-15"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“We know 100% of millennials play or have played video games, claims Wheaton. “There’s no turning back.”\u003C\u002Fp\u003E\u003Cp\u003EBut, not everyone likes the same games, no matter their age or interests. Some of us like to compete against other players or a computer, while others want to explore or become immersed in virtual worlds.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-16"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"Interviewees have to play a round of Super Smash Brothers, another Nintendo game","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-17"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EFor games to motivate people in the workplace or otherwise, they  have to be capable of being played in different ways or be designed to achieve the same goals, Wheaton says.\u003C\u002Fp\u003E\u003Cp\u003EThat said, at some companies, gaming is part of getting hired.\u003C\u002Fp\u003E\u003Cp\u003EAt Austin, Texas-based, search engine optimisation company Geek Powered Studios, for instance, interviewees have to play a round of Super Smash Brothers, another Nintendo game featuring Pokémon characters. How they react, not so much to winning or losing, but how they interact with other people, is an important part of the recruitment process, as it helps reveal how they could fit in with their future colleagues.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-18"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p042vy7m"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-19"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe game has become part of the company culture, played in teams by most of its 20 employees on a daily basis, according to founding partner Guillermo Ortiz. It’s not the only game job applicants have to play as part of the hiring decision process. They also have to show their ingenuity at building medieval war machines in the first two levels of Besieged.\u003C\u002Fp\u003E\u003Cp\u003E“We find that video gamers tend to have the critical problem solving skills that are often sought out in digital marketing candidates,” says Ortiz.\u003C\u002Fp\u003E\u003Cp\u003EBut Mollick has another way of looking at the power of video games. He says that in 2011 people spent 11 billion hours playing Angry Birds. “That’s the equivalent of building a Panama Canal every day. You look at Pokémon GO… it can get people to go outside and walk for miles.\u003C\u002Fp\u003E\u003Cp\u003E“It’s a demonstration of the power of games and business has yet to really harness it.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, head over to our\u003C\u002Fem\u003E \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbbccapital\"\u003E\u003Cem\u003EFacebook\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E page or message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fbbc_capital\"\u003E\u003Cem\u003ETwitter\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok-20"}],"collection":null,"disableAdverts":false,"displayDate":"2016-07-29T20:02:13Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"The people who play Pokemon Go at work, with the boss’s OK","headlineShort":"Pokemon Go: changing the office forever","image":["p042vym1"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. (Do not just delete or unpublish the story)","Name":"publish-applenews-system-1"},"Metadata":{"CreationDateTime":"2016-02-05T14:32:31.186819Z","Entity":"option","Guid":"13f4bc85-ae27-4a34-9397-0e6ad3619619","Id":"option\u002Fpublish-applenews-system-1","ModifiedDateTime":"2016-02-05T14:32:31.186819Z","Project":"","Slug":"publish-applenews-system-1"},"Urn":"urn:pubstack:jative:option:option\u002Fpublish-applenews-system-1","_id":"5da5f1459de51f1063db84e8"}],"partner":null,"primaryVertical":"worklife","promoAlignment":"centre","promoAltText":"","promoImage":null,"relatedStories":null,"relatedTag":["tag\u002Fworkplace"],"summaryLong":"What’s behind Pokemon Go at work? Simple: ‘Work is boring. Games aren’t.’","summaryShort":"Why everyone should be playing games at work","tag":["tag\u002Fworkplace","tag\u002Fcareers","tag\u002Ftechnology","tag\u002Fsocial-media"],"creationDateTime":"2016-07-29T02:01:15.925045Z","entity":"article","guid":"59524088-c95d-4211-99e5-17776b1e8874","id":"worklife\u002Farticle\u002F20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok","modifiedDateTime":"2016-07-29T02:01:15.925045Z","project":"worklife","slug":"20160728-the-people-who-play-pokemon-go-at-work-with-the-bosss-ok","cacheLastUpdated":1571786488766},"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online":{"urn":"urn:pubstack:jative:article:worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online","_id":"5da5f0a69de51f1063d64068","ambientVideo":null,"articleType":"story","assetVideo":null,"author":["worklife\u002Fauthor\u002Felizabeth-garone"],"bodyIntro":"As social media proliferates, a new industry has sprung up to weed out deviant content. Meet the watchers on the web.","businessUnit":"worldwide","cards":[{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EEvery day, more than 350 million photographs are uploaded to Facebook.\u003C\u002Fp\u003E\u003Cp\u003EAdd to that millions more videos, gifs and text posts. With each one, there is a chance that malicious or deviant content will be a part of the mix. Consider all of the sites on the web, beyond Facebook, and the number of opportunities for inappropriate or damaging content is staggering.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-0"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p03szkgq"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-1"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EEnter social media risk defence teams. What was once watched over by volunteer online moderators has now been taken over by professionals monitoring the web 24\u002F7, 365 days a year. In a merging of public relations crisis management, internet security and social listening, an entire industry has been born.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-2"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"There are an estimated 250,000 to 350,000 people working as social media monitors globally.","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-3"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EWith the explosive growth of the internet and, specifically, user-generated content and companies’ social media presence, social defence is growing by the day. There are an estimated 250,000 to 350,000 people working as social media monitors globally and close to one million people working in online security and privacy, according to Hemanshu Nigam, former chief security officer of MySpace and founder of Los Angeles-based online safety consultancy SSP Blue. Those numbers, he said, are conservative estimates and are changing all the time.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003ESo, who are these defenders?\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003E“[It] is really the natural evolution of the online moderator [who] traditionally removed the ‘bad stuff’ and acted as part editor, part host in a community,” said Emma Monks, head of moderation, trust and security at Leeds, UK-based Crisp Thinking, a leading social risk defence firm. “Quite often it was a hobby job. They were volunteer members of the community and had a lot of autonomy in the decision making on what sort of content remained on display or was removed.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-4"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"We have the police force to ensure that we all feel safe; we should have that online.","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-5"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe job is no longer volunteer and now the people filling these roles respond to the findings of complex computer algorithms designed to and filter out bad content. At Crisp, these so-called social risk analysts spend their day combing through well-known clients’ websites and social media, looking for inappropriate or damaging content. At other firms, these watchers are called social defenders or content moderators.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-6"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p03szkqz"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-7"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003ETheir role\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003E“One of the beliefs at Crisp is that brands and consumers should have this worry-free social media experience, not have to worry about all the bad things,” said Adam Hildreth, Crisp’s founder and chief executive officer. “Just like in real life, [where] we have the police force to ensure that we all feel safe, we should have that online.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-8"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"You absolutely cannot exist in the online space without having this layer of protection.","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-9"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EAt only 31 years old, Hildreth is considered a veteran in the business. At age 14, he started a social network for teens called Dubit Limited, which became the most visited teen website in the UK. But, along with Dubit’s success, there was the concern over “online groomers”, paedophiles who troll the internet looking for victims, and other threats to site visitors. In 2006, Hildreth founded Crisp, “prompted by the rising threats to children, consumers, and brands online, through social media and messaging apps”, he said.\u003C\u002Fp\u003E\u003Cp\u003EFrom there, Crisp has grown substantially and monitors companies’ social media presences for everything from a posted bomb threat on an airline’s Facebook page to animal rights activists bombarding a designer’s site over the use of fur. Hildreth counts some 200 global brands among the company’s clients and said that the staff of analyst defenders – around 200 people spread out globally – go through “billions” of pieces of content every month. (Disclosure: BBC.com is among Crisp’s global clients.)\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-10"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p03szltf"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-11"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E\u003Cstrong\u003EVirtual watchmen\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003E“We’re there to be that round the clock eyes and ears,” said Hildreth, watching and listening for anyone talking about their clients’ brands on their own channels or on the rest of the Web. “If it’s a risk, then we either deal with it ourselves, removing content from [the brand’s] page, for example, or we’re getting the right person out of bed.”\u003C\u002Fp\u003E\u003Cp\u003ESometimes, that means picking up the phone to say, “Hey, look, this celebrity just got off a plane and said they had a terrible experience with your brand.” Or, they’ve taken a photo of your product, “put it out to eight million people, and said they can’t believe how bad the product is.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-12"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p03szlmd"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-13"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EAt Crisp, the analysts are first taught definitions outlining types of risk online, both reputational risks for brands (lots of negative chatter about a recent ad campaign on the company website, for example) and wider risks that have safety implications for the public (someone threatening physical harm through a Facebook post, for instance). They then apply those definitions to content given to them for review from a wide range of social media platforms and classify the content into different types of risk.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-14"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"Surprisingly, analysts don’t need to have previous experience in the field.","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-15"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe analysts are also responsible for alerting clients about any risks and for taking further action to remove the content if required, such as deleting or reporting the content to the social media platform, law enforcement or other agencies, according to Monks.\u003C\u002Fp\u003E\u003Cp\u003E\u003Cstrong\u003ENo experience necessary \u003Cbr \u002F\u003E\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003ESurprisingly, analysts don’t need to have previous experience in the field, said Monks. It is such a niche industry that it would be hard to find people with experience in it, for one, but, she added, experience isn’t necessary.\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-16"},{"bodyHtml":{"assets":[]},"cardType":"PullQuote","iFrameType":"","pullQuote":"The ability to be dispassionate and objective is important.","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-17"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003E“The main quality I look for is the ability to assimilate the definitions for various risk types and apply them to social media content in a consistent way,” said Monks. “Consistency is absolutely key. Not just in order to supply the client with a quality service, but also to aid that client in maintaining a community space that is healthy and engaging.”\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-18"},{"bodyHtml":{"assets":[]},"cardType":"Image","iFrameType":"","image":["p03szncp"],"imageAlignment":"centre","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-19"},{"bodyHtml":{"assets":[],"html":"\u003Cp\u003EThe ability to be dispassionate and objective is important. “There are times when a social risk analyst needs to review content that they have a strong opinion on, but that cannot sway their decision making,” said Monks. And, since some content can be quite unsettling – for example, beheadings or child pornography – resilience is essential, she said. Great communication, team spirit and a positive attitude also help.\u003Cstrong\u003E \u003Cbr \u002F\u003E\u003C\u002Fstrong\u003E\u003C\u002Fp\u003E\u003Cp\u003EFor most companies, having a social risk defence isn’t optional any more, one reason the field is growing, said SSP Blue’s Nigam. There is just too much risk not having one. “You absolutely cannot exist in the online space without having this layer of protection. It really is a requirement now where it wasn’t before,” he said. “People expect it, and your experiences are impacted by it.”\u003C\u002Fp\u003E\u003Cp\u003E\u003Cem\u003ETo comment on this story or anything else you have seen on BBC Capital, head over to our \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002FBBCCapital\u002Fposts\u002F491421587703286\"\u003E\u003Cem\u003EFacebook\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E page, message us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FBBC_Capital\"\u003E\u003Cem\u003ETwitter\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E or find us on \u003C\u002Fem\u003E\u003Ca href=\"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fbbc-com\"\u003E\u003Cem\u003ELinkedIn\u003C\u002Fem\u003E\u003C\u002Fa\u003E\u003Cem\u003E.\u003C\u002Fem\u003E\u003C\u002Fp\u003E"},"cardType":"Body","iFrameType":"","id":"worklife\u002Farticle\u002F20160503-meet-the-people-who-see-nearly-everything-we-post-online-20"}],"collection":[],"disableAdverts":false,"displayDate":"2016-05-04T17:41:12Z","embeddedCustomHtml":"","embeddedInfographicUrl":"","embeddedType":"","geolocation":null,"headlineLong":"Meet the people who see nearly everything we post online","headlineShort":"Meet the watchers of the web","image":["p03szl22"],"imageAlignment":"centre","imageAltText":"","isSyndicated":true,"latitude":"","location":null,"longitude":"","mpsVideo":"","option":[{"Content":{"Description":"Apple News Publish: Select to publish, remove to unpublish. 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