Social Media Influencers: Changing the Way We Collect?   – WorthPoint

It would be hard to name an interest, industry, or part of society that social media doesn’t impact. Businesses use it to promote products, artists and creators use it to spotlight their work, and of course, there are the rest of us who like posting pics of our pets or lunches.

Collectibles, though? Sure, there are internet websites, forums, and online communities where collectors, resellers, thrifters, and others gather to share their finds, but are there antiques and collectibles “influencers” the way some brands have influencers?

Much like the craze around Beanie Babies in the 1990s, Squishmallows have thousands of fans. On social media platforms like Instagram and TikTok, collectors of these soft toys post videos and pictures of their latest “squishy” characters. These plush pals’ online social media success is an example of how social media can manufacture a collectible frenzy.

Kellytoy created Squishmallows in 2017 and has sold more than one hundred million units since then. In an interview with RetailMeNot, company founder Jonathan Kelly explained that social media was the force behind the fandom as soon as the toys hit the market, “We knew we had a hit on our hands,” Kelly stated. “The social media sentiment was overwhelmingly positive out of the gate, not only because of the Japanese kawaii look or super-soft feel, but because each Squishmallow was given a unique name and biography that fans can connect with.”

Kawaii, in Japan, translates to “cute” or “lovable”; it’s a design concept found in clothing, art objects, and even behavior. The kawaii culture struck Kelly while on a trip to Japan, which influenced the company’s development of the toys. Tapping into a community of manga, kawaii, and anime fans gave the toys instant appeal.

TIKTOK, REDDIT, AND THE PANDEMIC

The shutdowns of 2020 and 2021 during the COVID-19 pandemic are a significant factor in the growth of Squishmallows and their online community of fans and collectors. Stuck at home, with no concerts, movies, and events to go to, young people—the demographic most prevalent in the Squishmallow space—made videos with their plushies, and a viral sensation was born.

Carter Kench is a prolific TikTok creator who loves the soft toys. His videos on the platform get millions of views, and his collection is well-known. While he’s an influencer and has interests other than Squishmallows, he is the quintessential brand fan for the toys. Like Carter, Gen Z loves these plushes, and that age group is the driving force behind the online following, using digital media to connect to thousands of other fans.

When schools closed, millions of Gen Z students lost their social circles and turned to social media to connect. The toys are soft and simple, and many who have them use them as pillows or place them in “towers” or stockpiles that TikTok Squishmallow fans like to showcase in their videos. Although many were navigating the loss of in-person classes and social events, they got to connect with other collectors online, which strengthened the brand’s web presence.

Social media users who were not collectors before the pandemic quickly jumped on the trend. For example, Reddit shows incredible growth stats on its platform for the brand’s subreddit community board. In January 2020, there were less than 300 subscribers on the subreddit. Currently, there are over 103,000 subscribers.

In addition to showing off their collections, collectors often use their social media platforms to sell some of what they collect. While Squishmallows are available in major stores like Walmart and Target, many sales and trades happen online. Some collectors even conduct online live auctions. Other fans post videos of stores that have just received shipments of the plush toys, informing many collectors seeking a particular character.

So, if TikTok could make social media stars of teens who collect stuffies, what other collectibles could see growth via influencers? Any item with a fair amount of fans who use social media can be the next online sensation. Fashion and lifestyle brands have hundreds of influencers, many of whom showcase their collections of high-end sneakers, luxury watches, and handbags.

As major brands find more ways to sell their goods on social media platforms like Instagram and YouTube, collectors and vintage enthusiasts will likely follow suit. Some have already made a splash in influencing collectors of vinyl records, dolls, books, and more.

Thrifters and resellers are also getting into the game, posting videos of their hauls from thrift shopping trips. Video walk-throughs of antique malls, vintage fairs, shows, and stores are another way to engage the online community. Pickers traveling on the lookout for items to resell or add to their collections often film themselves in stores or yard sales, pointing out prices and finds to their followers.

CAREFUL COLLECTING IS A MUST

While it’s exciting for collectors to find other fans of their favorite things online, collectors looking to purchase items must use caution when buying online. Especially with so many sellers on social media, it can be hard to know if you are dealing with a legitimate seller or someone just trying to run a scam. Large online auction sites like eBay and MaxSold have policies to help buyers and sellers, but a random IG account or TikTok user might be a riskier alternative.

As always, it’s on the buyer to carefully check out any online seller, but even if you’re not looking to buy, seeing what other collectors have found is an excellent way to learn more about the landscape of collectors on social media sites.

Brenda Kelley Kim lives in the Boston area. She is the author of Sink or Swim: Tales From the Deep End of Everywhere and writes a weekly syndicated column for The Marblehead Weekly News/Essex Media Group. When not writing or walking her snorty pug, Penny, she enjoys yard sales, flea markets, and badminton.

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