Right so now I'm on my lunch I've had a chance to articulate my thoughts a bit better. Not sure if they're wanted though!
Basically, when you think about it, an influencer is fundamentally a marketer. They have to market themselves in a way that amasses following, engagement and trust. They also have to do some kind of B2B marketing to make themselves desirable from a brand's perspective as well.
Emma just seems to kind of wander through life accepting random brand deals that insinuate she doesn't think about whether it's in line with her platform or not, she occasionally strikes gold with certain videos but that's entirely down to luck and there never seems to be any logic behind why she's doing something.
I always used to think influencers who talk about their work were just more transparent than others but I think it's genuinely a reflection of how they approach work. Take for example all the Benefit events Emma's been to. When you watch her at one, it's clear she's there because it's 'fun time' whereas really, they're networking events where she needs to advertise whatever new product they have out. But she just thinks 'oh I have a following, it's just enough for me to vlog it and I'm sure someone will buy it and use my discount code'