‘Read The Room’: Influencers Don’t Know How To Influence During The Cost Of Living Crisis

The cost of bills, food, gas and nearly everything has increased this year, leaving millions of Brits struggling on a daily basis.

For some, this means limiting the amount of times they travel abroad, or dyeing their hair at home rather than going to the salon. Others might have to choose between having a home cooked meal or putting the heating on.

But, there is a small percentage of people who will not feel the effects of the cost of living crisis at all. And increasingly, it’s starting to look like influencers are among them.

If you follow fashion, lifestyle or beauty influencers, you’d think they were living in a completely different world. Life hasn’t stopped for them, it seems, with posts detailing expensive hotels, lavish restaurants and designer clothes still the norm.

It’s why lifestyle and fashion influencer Lydia Millen (somewhat ironically) landed herself in hot water this week, after speaking about her broken boiler.

In a Tik Tok video, Millen told her thousands of followers that her heating had broken at home, so she was taking herself to The Savoy hotel in London to warm up. “I’m going to make full use of their wonderful hot water,” she said.

Rooms at The Savoy costs upwards of £1,000 per night and comments on Millen’s post quickly turned sour, as many users felt that the video was out of touch. “The room ( a very cold one) has not been read,” one person commented.

Another added: “I love you and your content, but my boiler is currently broken and I’m wearing three jumpers.”

Some argued that it wasn’t the hotel that was the issue, considering many of us follow influencers for a bit of escapism. But most seemed to agree the tone missed the mark.

“What she should have said was: ‘The boiler is broke, but I’m lucky that I will be spending a few days at The Savoy,’” one person pointed out.

Things only got more heated when Millen doubled down on her stance in the comments. “I am a fashion and beauty influencer not a campaigner,” she told one follower.

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