Career insights: Become an Influencer

What is an influencer?

Simply put, a social media influencer has a large following on one or more social media platforms. These platforms include Facebook, Instagram, Twitter, TikTok, and YouTube. While certain brands and celebrities have large followings, influencers have a reputation of credibility. People trust their opinions and respect their content choices. Ironically, it is this perceived credibility that allows them to cash in on their followers! They often sell products, either for their brand or for other brands who pay them per post.

As traditional marketing has changed over the past two decades, social media marketing and influencer marketing have become more popular. Today’s consumers are less likely to be swayed by a billboard or radio advert. They want the products and services they see their favourite content creators using.

There are few different types of social media influencers:

• Celebrities who leverage their fame for followers
• Macro-influencers who have between 100,000 and 1 million followers
• Micro-influencers who have between 10,000 and 100,000 followers and often focus on a niche topic

How much do influencers get paid?

When you look at the top 100 Instagram, Twitter, and TikTok accounts, you see tons of big celebrity names. People like Justin Bieber, Kim Kardashian, and Selena Gomez are undoubtedly huge influencers. However, these people got famous for other reasons, such as music or television shows.

However, plenty of people got started on social media, such as YouTube or Instagram, and then pivoted their success to other ventures.[ii] These influencers include like make-up superstar Huda Kattan, former Vine heartthrob Cameron Dallas, and comedian and magician Zach King. They each have more than 20 million followers on Instagram and have branched out to launch their products and companies. Huda is now worth $510 million USD (owing mainly to her beauty brand), and Zach King and Cameron Dallas are worth around $4 million USD each.

TikTok has changed the game yet again, adding a whole new dimension into the world of online influence.[iii] The app’s biggest stars, such as Addison Rae with 80 million followers and Charli D’Amelio with 110 million, are redefining what it means to be an influencer. They are estimated to be worth $5 - 8 million USD each, but both dancers have multiple products and brand launches in the works. You can expect to see their incomes skyrocket.

Most recently, influencers who also create helpful or entertaining content have started asking for sponsorship on Patreon. Patreon allows fans to sponsor their favourite creators for a few quid each month in return for exclusive content. Many creative influencers earn a ton of extra money from their Patreon patrons – Philip DeFranco has more than 17K patrons.[iv] Even at a modest £2 per month, he’s raking it in on that platform alone. Of course, not everyone has millions of followers and lucrative brand sponsors. However, even if you *only* have 20,000 followers on Instagram, you can start to command a few hundred pounds per post. If you are a YouTuber, you can monetise your channel and earn around £5 per 1000 views.

The Pros & Cons

There are plenty of pros to being an influencer, including the opportunity to travel and live an international lifestyle.

• You can work from anywhere in the world and make money doing what you love.
• Many brands will send you free products and services to review.
• You get the accolades and admiration of your peers.
• You could achieve high levels of fame and even work in film and television as a result.
• You could launch your own products and brand.
• You can earn a lot of money for doing what makes you happy.

However, don’t be too seduced by the idea of easy money and quick fame. Becoming an influencer is often a long slog that requires a lot of time, energy, and money.

• You have to deal with trolls and haters tearing you down.
• It costs a lot for the microphones, lighting, and cameras needed, not to mention setting up an enviable lifestyle.
• You can face a lot of scrutiny for your content.
• There’s a ton of competition – it’s hard to stand out and gain a following.
• Your posts have to be of consistently high quality.
• You need to post regularly and not take long pauses between posts.