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GENERAL ENGLISH · SPECIAL REPORT · INTERMEDIATE (B1-B2)

INFLUENCER
FARMS

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1 Warm up
Answer the following questions and discuss your answers in pairs. Then listen to the clip from a radio
show and check your answers.

1. Who is the most followed person on TikTok?

a. Kim Kardashian b. Khaby Lame c. Charli D’Amelio

2. How much are they worth?

a. $20 million b. $10 million c. $15 million

3. Who was the first person to reach 100,000 followers on TikTok?

a. Kim Kardashian b. Khaby Lame c. Charli D’Amelio

4. Who is the biggest earner on YouTube?

a. Kids Diana Show b. Mr. Beast c. PewDiePie

5. How much is their net worth?

a. $63.65 million b. $114.56 million c. $500 million

6. Who has the most followers on YouTube?

a. T-Series b. Mr Beast c. PewDiePie

7. How many followers do they have?

a. 179 million b. 134 million c. 248 million

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INTERMEDIATE (B1-B2)

INFLUENCER FARMS

Now in pairs, discuss the following questions.

1. Which social media channels do you use?

2. Which social media channel do you like the most? Why?
3. Do you follow any influencers? If so, who and why? If not, why not?

2 Focus on vocabulary

Work in pairs. Each student should match the vocabulary to the definition in their list. Then, share
your answers with your partner.

Student A:

1. emerge (v) a. be the most obvious or well-known aspect of something

2. recognition (n) b. something given to a charity or someone in order to help them

3. donation (n) c. in a way the becomes increasingly fast

4. dominate (v) d. become known slowly

5. exponentially (adv.) e. the act of accepting that something exists

Student B:

1. incentive (n) a. the act of expressing an opinion regarding the good and bad
qualities of something
2. renown (n) b. the state of receiving a lot of attention for doing something
well that is admirable
3. industrial (adj.) c. watch something to make sure it is done properly or
according to the rules
4. criticism (n) d. a reason to take a particular action

5. oversee (v) e. connected with the production of something in large

quantities

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INFLUENCER FARMS

3 Reading for details

You are going to read an extract about influencer farms. Decide on which word fits the gaps best.

A) Prior to social media, the routes to fame were limited. A successful career in TV or film was the
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only way people who didn’t in politics and leadership were likely to be known by
ordinary people. With the internet now being used by 5.18 billion people, the paths to celebrity status
have opened up considerably. While film and music stars still dominate to an extent, social media has
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a new category of renown: influencers.

B) Users such as PewdiePie and Khaby Lame have gained global recognition for their social media
output, commanding large followings and earning themselves great wealth in the process. Of course,
where there’s money to be found, others will follow. The market value of influencers worldwide was
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put at $16.4 billion in 2022 and is to grow even further. Just 2.4% of influencers are
on the top 1000 list for Instagram, YouTube and TikTok, with 90% being on that list on just one of the
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platforms. It is the number of influencers using all channels is around 37.8 million.

C) While in the West, individuals operate their channels in everything from bedrooms to professional
studios, in China, influencers have been set up on an industrial scale. Videos have emerged online
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showing hundreds, if not, thousands of influencers from cubicles in a factory unit.
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They are often made to resemble bedrooms and are overseen by managers who them
on what to say and ensure they are presenting the right image. These influencers support China’s vast
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e-commerce market which has exponentially in recent years and, according to data,
was thought to be valued at $2.1 trillion in 2021 and is now no doubt even higher.

D) Influencers new to the work can expect to make around $120 per month, but the real incentive
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is that those who are successful can increase this to a monthly income of as as
$45,000, largely by creating relationships with their audiences and driving donations. This, however,
can come at the expense of their lives off-camera as they are rarely able to take time off and frequently
work 8 - 12 hours per day. They are also closely watched and will come under criticism for not being
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enough or appearing too tired. Such is the difficulty of the work, many influencers
usually last six months or so before being moved on.

Sources: Statista, Forbes, EarthWeb, hootsuite.com

1. a. worked b. work c. working
2. a. creating b. creates c. created
3. a. expects b. expecting c. expected
4. a. thought b. thinking c. thinks
5. a. operating b. operates c. operated
6. a. guided b. guiding c. guide
7. a. grew b. grown c. grow
8. a. many b. much c. little
9. a. friendly b. friended c. friend

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4 Scanning for details

Scan the article quickly, find numbers in the article and connect them to their meanings.

120 16.4 2.1 2.4 5.18 6

a. The number of people in the world who use the internet (in billions).

b. The market for influencers is billions of US dollars.

c. The percentage of influencers who are in the top 1000 on three platforms
(Instagram, YouTube and TikTok)
d. The value of the e-commerce industry in trillions of US dollars.

e. The starting salary in US dollars per month for a new influencer in an

influencer farm.
f. The number of months many new influencers last before they leave.

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5 Reading comprehension
Complete the following sentences with no more than three words from the article.

1. Aside from a career in , fame used to be the realm of television and

film stars.

2. Since the arrival of the internet, has been achieved by the stars
of social media.

3. High-level influencers have been able to earn themselves as well

as a sea of followers.

4. In China, videos have shown large numbers of influencers each working from their own
housed in a large workspace.

5. The for these influencers can vary wildly, from as little as $120 per
month but reaching heights of tens of thousands for those who successfully connect with their
audience.

6. Long days are normal for workers with them rarely getting the luxury of .

6 Listening for gist

Listen to the speakers talk about influencers and decide which of the following questions each of
them is answering. There are more questions than speakers.

a. Would you like to work as an influencer?

b. Do you think the role of influencers will continue?

c. Do you think influencers have a positive or negative effect on society?

d. Do you follow any influencers?

e. What do you think about the influencer farms?

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INFLUENCER FARMS

7 Listening comprehension

Complete the table by ticking the correct box to answer the question.

8 Talking point

In pairs, discuss the following questions.

1. What do you think about the influencer farms?

2. Would you like to work as an influencer?

3. Do you think the role of influencers will continue?

4. Do you think influencers have a positive or negative effect on society?

5. Do you follow any influencers?

6. Does what an influencer says have any effect on what you buy or think?

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INFLUENCER FARMS

9 Let’s play!

Divide into two teams. Your teacher will give you a card with vocabulary from the lesson. The object
is to explain the word to your team without using the word or a form of the word. If your team doesn’t
know after 30 seconds, the other team can have a go. Each team gets a point for naming the correct
word. The team with the most points at the end wins.

10 Homework/extended activity

Complete the following sentences with different forms of vocabulary in brackets.

Group 1:

1. With her amazing acting and singing skills, she looks as though she’s set for world .
(dominate)

2. I’m used to seeing him in a T-shirt and jeans, so when he came in wearing a suit, he was barely
. (recognition)

3. With the of Instagram, the demand for high-quality photographs rapidly increased.
(emerge)

4. The prospect of making a great deal of money many young people to start their
own YouTube channels covering a wide variety of subjects. (incentive)

5. He was known for being a keen of the government, frequently writing about their
policies in his weekly newspaper column. (criticise)

Group 2:

1. As a artist, she was able to use her talents to teach local children to express their
feelings. (renown)

2. As the country steadily , the standard of living slowly increased with many people
taking higher-paying jobs. (industrial)

3. Due to an unfortunate , we will no longer be able to provide refreshments for your

celebration next weekend. (oversee)

4. I try to regularly to charities that benefit children and those who don’t have enough
food. (donation)

5. In maths, an shows how many times a number should be multiplied by itself.

(exponentially)

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