Why the New Instagram It Girl Spends All Her Time Alone

Last Tuesday morning, my first unread email was from Influencer Intelligence, an analytics company that works with  people who want to hire influencers and celebrities to advertise things.

“Authenticity is the most critical attribute to building influence,” the company’s website reads. The email was about, as emails often are, a recently compiled report about the business of selling things on Instagram, which promised to “tackle the concept of what authenticity really means today.” The PDF’s cover was an image of a beautiful white woman wearing pink eye shadow and putting her hand to her mouth—which was, needless to say, open.

Inside, I found advice on how to determine the authenticity of an influencer: Request Google Analytics information from her (to prove that her numbers “add up”), ask for quantitative results of previous “brand campaigns,” map her audience demographics—all told, fairly standard stuff. The report also suggested the use of “soft metrics,” which apparently entails looking at a person’s Instagram profile and taking note of the tone and frequency of her responses to her “audience,” judging how “natural and authentic the content feels,” and deciding whether the influencer really “lives and breathes what