Given how important a person’s online presence (or persona, even) is in this age of social media, and that “influencer” is now apparently so prime that it can be considered a career, it’s not surprising that such a topic is readily explored in other forms of media. In the case of Alex Haughey‘s Under the Influencer, it respects the act of the influencer, but also knows to put such a mentality in its place, driving home the importance of honouring yourself above the likes and clicks your content may generate.
The influencer at the centre of Haughey’s film is Tori (Taylor Joree Scorse), who has dedicated 10 years of her life to building a brand name for herself on YouTube. When she began at 15 it made sense for her content to cater to those of the same age, but now as someone in her mid-20s, testing out slime feels beneath her and overtly childish, which is something her audience have no issue in letting her know. They’ve evolved without her, and Tori jumping on trends only undoes her following more so; she can blame the algorithm all she wants on dipped engagement, but she ultimately stands as her own problem.
Whilst, initially, Scorse’s performance as Tori is grating, that’s merely a reflection of her exaggerated persona. Tori is someone who always has to be “on” – a “fan” approaches her at one stage and comments on how normal she is compared to her YouTube videos – and it’s when Haughey’s script delves deeper into who Tori is (or isn’t) that Under the Influencer, and Scorse, truly shines. She doesn’t know who she is anymore, but the prospect of becoming a human being is one she can’t quite grasp should it alter the viewing numbers of her videos; preserving popularity seemingly more enticing than human functionality.
Given that we see Tori visit a Tarot card reader and she’s presented with quite ominous readings, and she unfortunately suffers online humiliation at the hands of both her ex-boyfriend and one-time protégé – who are, of course, garnering more popularity through their social channels – the film takes somewhat of an expected dramatic turn in Tori hoping to find a new niche that will keep her online, but also present a more authentic side of her. It doesn’t go particularly well from an engagement point of view, but for her as a person it’s invaluable.
The third act of Under the Influencer, which may seem like too drastic of a tonal shift, speaks to the importance of staying true to yourself. It doesn’t necessarily rip on the “influencer” notion, but there is the temperament of recognising what’s important in one’s life, and it isn’t always what you’re selling to your followers. Tori being able to listen to herself and experience a wholesome existence is particularly sweet, and Scorse sells such with an earnestness that helps smooth over any of the film’s shortcomings.
THREE STARS (OUT OF FIVE)
Under the Influencer is now available on Digital and On Demand in the United States. An Australian release is yet to be determined.
