I grew up watching YouTube constantly on my family’s iPad, immersing myself in the community of content creators before I even knew what they were called. One of my favorite creators since my early teen years is businesswoman and podcaster Emma Chamberlain.
Chamberlain started sharing content on YouTube when she was just 17 years old, posting lifestyle videos that showcased her unfiltered, authentic self. As her videos gained traction, people became drawn to her authenticity and ability to connect with her audience.
I strongly believe that the media you consume when you are younger shapes your future views and behaviors. It’s hard to believe that influencers are impacted by the online culture that they create just as much as we, the audience, are.
After first being known as the girl with the brown sherpa jacket and scrunchies, Chamberlain has now found herself welcomed into more traditional spaces of fame.
From opening her own coffee company, Chamberlain Coffee, to being invited to high-profile fashion shows and the Met Gala Red carpet, she has leveraged her platforms to get her where she is today.
Now, at 24 years old, Chamberlain and her audience have matured together. The parasocial relationships many developed with her show the deep influence creators have on shaping expectations, support systems and identities for young people online.
While she might not be the relatable teen filming videos in her Los Angeles apartment anymore, she has branded herself as a micro celebrity, being a brand ambassador for Louis Vuitton and Cartier.
Back in 2023, Chamberlain was on the cover of Vogue Australia, where she talked about her rise to fame and struggle with self-expression in the industry.
“It’s so interesting because part of me has this desire to eventually disappear and just live a completely private life,” Chamberlain said. “At the same time, one of the things that I feel most confident about is my availability to communicate.”
As she has broken into more mainstream media, there has been a lot of criticism directed towards her life and new look, as fans miss the aesthetic of her heavily edited videos and chaotic demeanor.
At the same time, she has been able to create her brand in a way that allows her to produce content she enjoys, and hopes her viewers will appreciate as well.
Her current content, featuring cinematic travel vlogs and a more subdued presence, reflects her evolving identity. As her approach evolves, so does audience perception, prompting questions about the relevance and meaning of influencer identities as they grow.
Being an influencer, as easy as it may seem, can cause some identity issues when they struggle with their confidence and self-esteem.
According to Robert T Muller for Psychology Today, “Those who are solely focused on social comparisons can experience detrimental effects, including decreased appearance satisfaction, low self-evaluations, higher negative mood, insecurity and anxiety.”
Being so open with who you are inevitably invites criticism, as viewers will always have an opinion in the comments.
Her recent endeavors include being on the cover of Vogue Czechoslovakia and having an acting debut in the horror-comedy “Forbidden Fruits,” which comes out March 16.
As much as her relationship with her viewers has changed, Chamberlain’s growth is an inspiration for many in the industry. By being herself, she attracted an audience that loves her for who she is, simultaneously cheering her on through her journey of self-expression and personal growth.
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