A lot of people build personal brands around ‘the struggle’, being relatable and essentially saying that they are ‘just like you’ (but a little more visible).
People are often drawn to things that they can relate to. It’s comforting to see someone also going after the thing that they are working towards. But if their interest in you is because they feel like they’re like you (often including financially), of course how they feel towards you will change when they can no longer relate.
If you spend time growing a personal brand and a big part of that is you saying you’re just like the people watching, listening to and supporting you, if you’re now regularly shopping from luxury brands, mingling with celebrities, attending events and you’ve bumped yourself up a few tax brackets then you’re clearly not ‘just like everyone else’, your life is now different.
There’s nothing wrong with that at all, I think the issue comes when people try to deny that their life has changed much in order to still be relatable. We’re all aware that a persons financial situation doesn’t mean they don’t go through some of the same things as the average person but it’s okay to acknowledge the other parts of your life too.
With influencers the need to be relatable comes from the fact that it’s easier to sell to people when they feel like you’re just like them rather than when you show up as a millionaire that you are. It’s really just a marketing tactic which I don’t think it necessarily a bad thing. However, it shifts influencers away from being the relatable stranger online who recommends things they’ve used or clothes they’ve worn to instead being just another sales person trying to get you to buy something.