What is required to be a social media influencer? What is it like, being a content creator? And how many followers do you need to get paid for your social media posts? Read this blog to find out.
‘I’m a social media interior influencer on Instagram.’ ‘Say what?’
Being an influencer on social media and getting paid
‘What do you do?’ ‘I’m an Instagram / social media interior influencer.’ ‘Say what?’ A giggle. Or simply a blank expression.
And then the questions come.
My peers will probably nod in agreement. The idea of influencer itself is quite controversial. Some people see it as a real job, others see it as an excuse not to get a real job. Those who (think they) understand what an influencer is or does, probably conjure up the image of a young ditzy girl, showing a lot of flesh while flaunting the latest fashion accessory.
I actually don’t love calling myself an influencer. I am an interior designer and create social media content. And if I do it well, people are influenced by it. I know that makes me an influencer but there’s so much more behind that label. Cristiano Ronaldo probably has the most followers on Instagram (460M at time of writing) and influences millions around the world. If you were to ask him ‘What do you do for a living?’, he’d most likely answer ‘I’m a professional football player’. He would never say ‘I’m an influencer’, would he? But let’s leave that, shall we?
Truth is, being influenced is nothing new. It’s called marketing. Perhaps it’s the specific marketing channel of social media influencing that’s been getting a lot of attention nowadays. And not just in fashion. Any industry can (and does) use influencers and there seems to be no stopping of the movement. More companies are willing to invest time and money in these influencers simply for being themselves and engaging with their audience.
What’s so interesting about influencers is the fact that they are trusted as industry ‘experts’ but by sharing content and insight in a certain way, consumers view them more as their peers. Therefore, these days becoming a celebrity is no longer a primary goal for many millennials and Gen Z. No, it’s becoming a social media influencer (and becoming a celebrity along the way).
What is a social media influencer?
First things first. What is an influencer actually? An influencer is a person who has the ability to affect the behaviour of other people as a result of the size of their audience or their individual persuasiveness. Influencers can influence through the overall size of their audience (total reach) or because of their authority and reputation within a smaller community of people. Influencers are of interest to companies who wish to pursue influencer marketing.
Influencer marketing rose from the common practice of celebrity endorsement. A typical influencer marketing arrangement includes a brand paying an influencer for mentions or promotions of their products.
So, an influencer has:
the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.
According to the influencermarketinghub.com (https://influencermarketinghub.com/what-is-an-influencer/) you can separate you can separate different types of influencers in multiple ways.
Some of the most common methods are by follower numbers, by types of content, and by the level of influence. You can also group influencers by the niche in which they operate. This means that influencers who may appear in a low category by one measure may seem more influential when looked at in another way. Some micro and even nano-influencers can have a tremendous impact on followers in their specialist niche without being a national or international celebrity. They may be of significant benefit to a firm selling a product targeting that sector.
Types of influencers by follower numbers
Mega influencers are the people with a vast number of followers on their social networks. Although there are no fixed rules on the boundaries between the different types of followers, a common view is that mega-influencers have more than 1 million followers on at least one social platform.
Many mega-influencers are celebrities who have gained their fame offline – movie stars, sportspeople, musicians, and even reality television stars. Some mega-influencers have gained their vast followings through their online and social activities, however.
Generally, only major brands approach mega-influencers for influencer marketing. Their services will be costly, up to $1 million per post, and they will most likely be extremely fussy about with whom they choose to partner. In virtually every case, mega-influencers will have agents working on their behalf to make any marketing deals.
Macro-influencers are one step down from the mega-influencers, and maybe more accessible as influencer marketers. One would consider people with followers in the range between 40,000 and 1 million followers on a social network to be macro-influencers. I'm probably one of those people.
This group tends to consists of two types of people. They are either minor celebrities or they are successful online experts, who have built up more significant followings than the typical micro-influencers. The latter type of macro-influencer is likely to be more useful for firms engaging in influencer marketing.
Macro-influencers generally have a high profile and can be excellent at raising awareness. There are more macro-influencers than mega-influencers, so it is easier for a brand to find a macro-influencer willing to work with them. They are also more likely to be used to working with brands than micro-influencers, making communication easier and generally more professional.
Micro-influencers are ordinary everyday people who have become known for their knowledge about some specialist niche. As such, they have usually gained a sizeable social media following amongst devotees of that niche. Of course, it is not just the number of followers that indicates a level of influence; it is the relationship and interaction that a micro-influencer has with his or her followers.
Although views differ, you could consider micro-influencers as having between 1,000 and 40,000 followers on a single social platform.
A micro-influencer may not be aware of the existence of a company before that company tries to reach out to him or her. If that is the case, the company will have first to convince the influencer of its worth. Micro-influencers have built up specialist followings, and they will not want to harm their relationship with their fans if they are seen to promote a lemon.
This requirement for the relationship between micro-influencers and brands to align with target audiences means that influencers are often picky about with whom they work. Some micro-influencers are happy to promote a brand for free. Others will expect some form of payment. Regardless of the price, any influencer is unlikely to want involvement with an "inappropriate" brand for their audience. If you’re reading this with the wish to become an influencer, or are dabbling into the business, I am telling you now, don’t work for free. We’ve all done it, all started that way, but influencing is hard work, and should be compensated as such. The only reason companies reach out to you for a collaboration deal is because there’s something in it for them, not to do you a favour. Treat it as a job.
The nature of influence is changing. Micro-influencers are becoming more common and more famous. Some have risen from virtual obscurity to being nearly as well-known as traditional celebrities. This is particularly the case for Generation Z, who spend more time on the internet than watching television or going to sports or movies.
Micro-influencers are the influencers of the future. The internet has led to the fragmentation of the media into many small niche topics. Even if you are into something relatively obscure, you are likely to find a Facebook group or Pinterest board devoted to it. And it is in these niche groups and boards that micro-influencers establish themselves as genuine influencers.
The newest influencer-type to gain recognition is the nano-influencer. These people only have a small number of followers, but they tend to be experts in an obscure or highly specialised field. You can think of nano-influencers as being the proverbial big fish in a small pond. In many cases, they have fewer than 1,000 followers – but they will be keen and interested followers, willing to engage with the nano-influencer, and listen to his/her opinions. While many brands would consider nano-influencers as being inconsequential, they can be of extreme importance to firms who make highly specialised and niche products.
For most firms, however, nano-influencers probably lack sufficient influence to be of much use. They may be cheap and carry tremendous sway with a small number of people, but in most niches, you would need to work with hundreds of nano-influencers to reach a broad audience.
Types of influencers by types of content
The bulk of influencer marketing today occurs in social media, predominantly with micro-influencers, and blogging. With an increased interest in video, YouTubers are rapidly becoming more important too.
Bloggers and influencers in social media (predominantly micro-bloggers) have the most authentic and active relationships with their fans. Brands are now recognising and encouraging this. Blogging has been connected to influencer marketing for some time now. There are many highly influential blogs on the internet. If a popular blogger positively mentions your product in a post, it can lead to the blogger’s supporters wanting to try out your product.
Many bloggers have built up sizeable followings in specific sectors. For instance, there are highly influential blogs about personal development, finance, health, childrearing, music, and many other topics, including blogging itself. The critical thing successful blogs have in common is the respect of their readers. If a blog is large and influential enough, you may be able to buy a sponsored post on their site. This allows you to either write a post yourself or heavily influence the blogger to write a post on your behalf. Unlike a casual mention in a blogger’s post or a guest post you have written, you will have to pay for a sponsored post (and it is likely to be labelled as such). However, this hasn’t harmed the results for many firms that have sponsored posts on blogs. Generation Z, in particular, seems to be immune to the sponsored post tag, and as long as the product aligns with the blog’s core audience, there shouldn’t be a problem.
Of course, a blog is not the only type of popular content on the internet. Another favourite type of content is video. In this case, rather than each video maker having their own site, most create a channel on YouTube. Brands often align with popular YouTube content creators.
Podcasting is a relatively recent form of online content that is growing in popularity. It is even growing in popularity in my own niche, interior design. And that’s interesting, for such a visual industry.
Social Posts Only
Of course, bloggers, podcasters, and YouTubers rarely rely solely on their existing audiences to just turn up to their site, hoping there is new material. They usually promote new posts or videos heavily on social media.
In fact, the vast majority of influencers now make their name on social media. While you will find influencers on all the leading social channels, the standout network in recent years has been Instagram, where many influencers craft their posts around a stunning image or video footage. Tik Tok is rapidly gaining popularity too.
Influencer types by level of influence
Celebrities were the original influencers, and they still have a role to play, although their importance as influencers is waning. Influencer marketing grew out of celebrity endorsement. Businesses have found for many years that their sales usually rise when a celebrity promotes or endorses their product. There are still many cases of companies, particularly high-end brands, using celebrities as influencers.
The problem for most brands is that there are only so many traditional celebrities willing to participate in this kind of influencer campaign, and they are unlikely to come cheaply. The exception will if a firm makes a product that a celebrity already likes and uses. In that situation, the celebrity may well be prepared to use his or her influence to say how good he/she believes the product to be.
Key Opinion Leaders
Industry experts and thought leaders such as journalists can also be considered influencers and hold an important position for brands. Industry leaders and thought leaders gain respect because of their qualifications, position, or experience about their topic of expertise. Often, this respect is earned more because of the reputation of where they work.
One thing to be aware of when working with key opinion leaders is that many have built up their reputation in an offline setting and may not have a large or active social following.
People with Above Average Influence on Their Audience
In many ways, the best influencers have built their reputation online for being an expert in some particular niche. They are similar to key opinion leaders but usually have gained their reputation more informally through their online activity. And they have created that reputation through the quality of the social posts they make, the blog posts they write, the podcasts they speak, and the videos they craft and post on their YouTube channels.
6 Factors showing you what’s it REALLY like to be a social media influencer
There is a lot more to being an influencer than just taking some photos of yourself, wearing nice clothes, and posting ads on your social media channels. The job requires a lot of dedication, effort, hard work, business smarts, and social media savviness. It’s also a bit of a blurry line between engaging in social media for fun and the time when you believe it’s right to call yourself an influencer.
Transforming your social media hobby into a full-time career sound like a dream job for some people, but is it really all what it’s cracked up to be? What’s going on underneath all the glitz and glam?
Let me break it down for you.
1. There is no such thing as a day (or even a night) off.
For me, this is probably the number one factor to keep in mind, when longing for a career as an influencer. Unlike your regular office workers, there’s no fixed time in influencer’s business hours. Influencers rely on social media as their main source of income, hence it’s imperative for them to be online ALL THE TIME, even during weekends and vacations. There is no pause in being an influencer, especially if you’re an influencer-founded brand.
Posting the picture is just the end result of often a lengthy process. Unlike what the general public think, being an influencer also means doing all the social media marketing processes that are often time-consuming, including researching, planning, styling, analysing, shooting, post-processing, writing, and website management and maintenance.
2. You have to be flexible.
Influencers deal directly with social media, and as we know it, social media and internet trends change all the time. It’s crucial for influencers to be susceptible to change and welcome evolution. After all, influencers have to be able to come up with fresh content to keep their audience entertained and stay relevant.
3. You have to be authentic yet unique.
Being authentic is an extremely important part of being an influencer. The power of influencer marketing is the inherent trust that they built with the people who follow and read their content. In the era where people value transparency above all, it’s important for these people to see influencers as “real people”. The minute they think an influencer just partners with a brand for money, there’s a huge potential they will lose interest.