Image by freepik
In a world where dance challenges, playing funny pranks, and chasing clout can turn the common man into a celebrity overnight, influencer culture has officially taken over the world. Gone are the days when you needed to be an actor on the big screen or a musician to make it big. We are in an era characterized by digital hustle and bustle where you can become a big shot from the comfort of your home with the aid of your smartphone.
Take Khaby Lame for example. He rose from an ordinary factory worker in Italy to a global TikTok sensation with over 150 Million followers by merely presenting everyday situations with a twist of humor. This young man rose to fame without even uttering a word as his videos made a mockery of overly complicated life hacks found on the internet. These videos were shot in his modest apartment. Today, he is the world’s most-followed person on TikTok and makes a lot of money influencing top brands.
The rise of social media influencers has revolutionized the way we interact, shop, and even think. They have become the new kings and queens of the digital age, redefining influence itself.
By Gil Zetbase, CC BY-SA 4.0, Wikimedia Commons
Who are social media influencers? They are exactly what it sounds like – people with significant influence over online followers. They are individuals who have built massive following on various digital platforms – Instagram, YouTube, TikTok, and Facebook -by creating engaging content that resonates with their audience. They have become some sort of go-to source for everything from fashion tips to fitness and travel hacks. This influence makes them valuable partners for brands looking to promote their products or services.
Let’s rewind to the very beginning, where it all started!
Using well-known public figures or celebrities to endorse and promote a brand or business, certainly isn’t anything new. This was popular in the 80s and 90s, and since they had mass fan followings, they had the power to sway their followers’ purchasing decisions. As smartphones advanced and social media came into existence, the concept of ‘blogging’ was born. Bloggers would create and share content about different things from travel to parenting and other lifestyle posts. They became popular, and soon, brands started to partner with them to market their products, in exchange for an enticing incentive.
In the mid-2000s, platforms like Facebook and Twitter began to gain attention. Then came Instagram and TikTok. Millions of users joined the social media bandwagon. Those smart enough to catch the early trend started growing a huge and loyal fan base, and the term ‘influencer’ started to gain a lot of popularity. Companies started to notice these influencers and before long, they were paying them to create sponsored posts and engaging content.
In 2019, the word ‘influencer’ was officially added to the ‘Oxford Dictionary’ indicating the high prevalence of the word’s usage in daily life. Then, came the pandemic and lockdown in 2020. This period gave birth to several new influencers (aka social media celebrities). Today, brands are turning their focus to influencer marketing which is getting bigger and bigger with each passing year. In 2022, the influencer marketing industry was valued at approximately USD 16.5 billion.
The popularity of influencer marketing worldwide is growing at such a high speed that the global market size is expected to reach 22.2 billion U.S. dollars by 2025, more than double the amount recorded in 2020 (9.7 billion U.S. dollars).
However, not all influencers are the same as there are various types. We have macro-influencers (celebrities and industry experts), micro-influencers (individuals with smaller but highly engaged followings), and nano-influencers (everyday individuals with a small but dedicated audience).
Photo by Blue Bird from Pexels
The Perks of Being a Social Media Influencer
Embarking on the journey of becoming a social media influencer comes with several mouthwatering benefits.
You can make a lot of money: Once you’ve built a massive fan base of thousands or even millions of people, companies will be throwing money at you to promote their products. You can also monetize your platform and earn a substantial income.
You are your own boss: Influencers work for themselves and are not burdened with the daily 9 to 5 routine. They decide their working hours, which gives them time for other commitments like friends, family, and a healthy work-life balance. It also means you can work from anywhere in the world that has an internet connection, which gives you the freedom to travel as much as you want and never have to worry about losing your job due to long absence.
You enjoy freebies: Rather than paying an expensive celebrity to tout their products, some companies send their products to influencers so they can talk about them on their channels. The more popular you become, the more likely companies and brands will send you things to promote, and these goodies are yours to keep, whether you use them or not.
You can combine it with your 9 to 5 job: Social media influencing can be a side hustle, while still working your regular job and earning a steady income. The flexibility it offers means that you don’t have to fully commit to becoming an influencer.
No qualifications required: You do not need a college degree or other fancy academic qualifications. All you need are skills and expertise in a given area. You are free to choose your area of interest, from food to beauty and wellness, travel and leisure, and any other niche.
Collaborating with top brands: Once you decide on your niche and build your identity, you can land deals from popular and well-established brands in the area of your interest and get to work with them.
Are Social Media Influencers Here to Stay?
Influencers have truly taken over the internet and social media marketing – though some believe this is just a fad that will fade away. However, it doesn’t seem that way. With the rise of social media, it is clear that this marketing tool is not just a passing trend. The kind of strong presence and power influencers have over their audiences has turned them into a goldmine for brands, making influencer marketing even more relevant today. As technology advances, traditional marketing techniques have become less and less effective, which is why brands are towing the influencer marketing path. An endorsement or recommendation from an influencer can translate to more sales for a brand.
The popularity of social media influencing has grown rapidly in recent years and is expected to continue to do so in the coming years. So, if you are one of those nursing the idea that this will fizzle out, you may want to have a rethink. Social media influencers aren’t going anywhere anytime soon. The era of the influencer is upon us, and it’s only just beginning.
