Hard Refresh on influence

Influence has evolved from glossy celebrity endorsements to TikTok dances, AI avatars, and micro-creators running their own economies. In this opening episode of Hard Refresh, host Andrés López-Varela sits down with Dan de Sousa (Quiip), Sharyn Smith (Social Soup), and Tyler O’Day (Empire State Realty Trust) to explore the future of influence. Together, they unpack how “authenticity” is becoming performative, why influence is more about cultural moments than follower counts, and what happens when AI influencers enter the mainstream. It’s a deep dive into how communities, creators, and technology will define trust in the decades ahead.In this episode:Authenticity is no longer straightforwardThe panelists explore how raw, lo-fi content became the new standard during COVID, but how even that has already hardened into “performative authenticity.” What once felt spontaneous now risks being just another tactic.Cultural moments now matter more than reachInfluence has shifted away from raw follower numbers toward creators who tap into the zeitgeist (like local personalities turned viral icons at the Empire State Building) and brands are learning to chase moments rather than metrics.AI influencers raise new ethical and creative questionsFrom Brazil’s “Lu do Magalu” to fashion avatars on Instagram, synthetic creators are amassing millions of followers. The group debates disclosure, deception, and whether audiences care if their influencer is human at all.The shop-front economy of creatorsAffiliate codes, TikTok shops, and brand partnerships have blurred the line between community and commerce. Some influencers now function like storefronts, while others fight to maintain long-term trust by aligning only with brands they genuinely use.The future of trust and mental healthFrom loneliness to scams, the panel raises concerns about how over-reliance on AI avatars and algorithmic influence might undermine digital literacy, media trust, and even wellbeing.This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.