In today's digital age, social media has become a powerful force, shaping our lives and aspirations. It's not uncommon to see advice and products for self-improvement flooding our feeds, promising elusive transformations. From looking more angular to feeling more energized, these consumer goods are tied to a culture of self-improvement. As a filmmaker, I've been drawn to document this phenomenon and explore how capitalism and modern technology have intertwined to create an internet world where users are transformed into brands.

Unveiling the New American Dream of Influencer Culture

Introduction to Influencer Culture

Two years ago, I came across Peyton and Lyla, two preteen sisters who are influencers on Instagram. (To protect their privacy, their last names are withheld as they are minors.) From their rural Alabama home, under their mother's watchful eye, they promote fashion and beauty products to tens of thousands of online fans worldwide. Every day, packages arrive at their doorstep, filled with deluxe makeup sets, floral dresses, and exercise bikes - all given to them for free, as if by a shopping mall Santa.

With their parents' permission, I began filming their daily lives as influencers. In this short documentary, "Christmas, Every Day," we see them shift between performance and reality. Peyton and Lyla, who were 11 and 12 at the time of filming, see themselves as instilling confidence, positivity, and a girl-power attitude in other girls. These are ideas that I wanted to explore within the broader context of modern consumerism.

The Impact of Influencer Culture on Children

In a time of growing wealth disparity, influencer culture has created a more fantastical American dream. Nearly one-third of preteens say becoming an influencer is a career goal. With the potential for a steady income and the prestige of a growing follower count, some parents encourage their children to pursue this path. But what does it mean for children to be participants in a social media system that encourages and even demands certain behaviors?

Children are spending more and more time online at younger ages. Who wouldn't want a stream of likes and gifts, waking up to the feeling of "Christmas, every day"? But as viewers and consumers, we need to consider the implications of this culture on our children and society as a whole.

The Future of Influencer Culture

As influencer culture continues to grow, it's important to examine its future. Will it continue to be a source of inspiration and empowerment for young people, or will it lead to negative consequences? As filmmakers and viewers, we have a responsibility to explore these questions and hold influencers and the platforms they use accountable.

With "Christmas, Every Day," I aimed to allow viewers to come to their own conclusions about the impact of influencer culture on our lives. It's a complex issue that requires careful consideration and exploration.