In and against the platform: Navigating precarity for Instagram and Xiaohongshu (Red) influencers

Abstract

Existing scholarly discussions of the influencer industry often take a critical stance, marked by a narrow, westernised and homogenised theme of precarity. This raises the need to explore the empirical dynamics of precarity—how it is understood, managed, and ultimately lived for influencers from different social and cultural contexts. Based on in-depth interviews with 15 Instagram influencers and 12 from Xiaohongshu (Red), this article reveals that influencers adopt a positionality I term “in and against the platform.” This approach involves both collaboration with and resistance to platform rules and rituals, ultimately enabling influencers to establish a sustainable way of living amid precarity. I argue that this “in and against” framework as a condition of labour not only highlights the active agency and creativity often overlooked in academic discussions but also complicates our understanding of precarity, opening up new possibilities for coexistence with this condition.