The rise of social media, especially Instagram in 2010, gave birth to the influencer as we know it today. Influencers endorse, showcase or review a variety of products, from technology and gadgets to food and fashion, based on their expertise on Facebook, Instagram, Tiktok and YouTube.
In recent years, however, a new generation of influencers has emerged in the social media space. A “Philanthropist of Impact” is a generous and influential person who initiates philanthropy and organizes community events or projects that highlight global problems and possible solutions. They hope to engage an audience that will help and inspire them to grow their philanthropy.
Popular YouTuber MrBeast is an example of a new generation of influencers. Jimmy Donaldson is a 23-year-old internet celebrity who has helped reinvent the traditional concepts of influencer and philanthropy. His goal is to end hunger by leveraging his influence, influence, content and platform on social media. He’s been online since he was 12, starting with wacky challenges, and has become hugely popular, with regular views in the millions for each new post.
His content evolved as he got older, mixing challenge videos with fundraising videos offering thousands of dollars in rewards. His main YouTube channel currently has 94 million subscribers (or subscribers), though he also has other popular side channels and one dedicated to charity.
In addition to being one of the top 10 highest-paid YouTubers of 2020, he co-founded Team Seas, a fundraiser that hit the $30 million mark to benefit The Ocean Conservancy and The Ocean Cleanup . He has hosted multiple food drives, giving away 10,000 frozen Thanksgiving turkeys and more.
But there are downsides to this form of philanthropy, especially related to the various corporate sponsors and how their personal interests influence which projects are supported and which are ignored.
MrBeast: Capitalism and Philanthropy shows how MrBeast and others like him stand at the intersection of capitalism, philanthropy and development, forming a new model of “philanthropy capitalism”. For example, Team Seas is backed by Coca-Cola, one of the world’s leading producers of PET plastic bottles (and therefore polluters), which, ironically, must be the source of the 30 million tons of waste that Team Seas ends up collecting part.
These companies now recognize the inherent PR value of these influential philanthropists, and how kindness towards them can affect their own corporate reputation and image. Support may be motivated by corporate self-interest rather than genuine generosity and care for the planet.
