Should you become an influencer?
Posted: Sun Dec 22, 2024 7:30 am
There have always been content creators (writers, journalists, filmmakers, singers...), and this has allowed them to position themselves, become brands and, of course, earn a living.
With the arrival of the Internet, content creation became democratized. And since COVID, it has skyrocketed.
There are many types of content creators. Some aim to become influencers (to become famous, for ego, exhibitionism, because they think it's an easy way to generate income or however you want to put it), others create content simply because they are fans of a topic, and finally others aim to generate business.
Some of these end up becoming influencers and are the ones who really generate interesting traction. Their personality and the interest generated by their content is what makes them
telegram usa number influencers without this being their initial objective.
Why have influencers become an opportunity for companies and professionals?
Content creation has been and is one of the fundamental pillars of any digital strategy worth its salt. We use it to reach our target audience in a more accessible way that generates greater trust. Blogs, organic positioning, email marketing or social networks are the most common digital channels.
But when we talk about influencers or digital influence, we are talking about going one step further.
Content marketing aims to influence the purchasing decision, but:
The goal of the influencer or digital influencer is to become a recommender that customers trust because they offer valuable content in an honest way and, collaterally, they talk to them about products or services that they find interesting or useful. This is what generates real benefits for companies.
Just before COVID skyrocketed content creation at all levels, I wrote an article talking about how influencer marketing had become the new affiliate marketing .
People who claim to be or become “influencers” to earn money by selling products and platforms that bring together tens of thousands of them (how can they be influencers if there are so many of them?) The boom has been such that the new trend is disinfluencers .
What is a disinfluencer?
People who do the opposite of the above. That is, they advise against buying certain products. It is always more credible when you dissuade than when you try to convince someone to buy.
How big is the influencer or content creator industry?
But if we leave this profile aside and focus on real influencers and mini influencers, things get serious.
To give you an idea, here is a headline:
The number of content creators in the US is greater than the number of police officers, doctors and lawyers combined.
In one of Mark Schaefer's latest newsletters he gives us some data that allows us to see the size and potential of this industry.
The size of the content creator industry is three times larger than previously estimated :
In a previous study , it was estimated that 10 million people made money by creating content (3% of the population).
A recent study by Ed Keller (Director of a market research institution) estimates that among the population aged 16 to 54:
There are 27 million paid content creators.
For 44% of these, it is their full-time job.
Business opportunity for the younger segment and a new digital channel that will play a leading role in the medium term : a study on the importance of influencers for millennials and generation Z in the United States gives us impressive data:
72% of them follow an influencer.
They consider YouTube influencers to be just as famous as big celebrities.
50% trust influencers for their product recommendations.
Authenticity: 88% consider it a fundamental factor for following them.
86% of young people want to be an influencer as a profession. Which also tells us about the future of digital channels .
What advantages or applications does the influencer industry have for an SME or an entrepreneur?
After the big numbers, let's get back to the ground and our context. As a manager of an SME or as an entrepreneur, what good does all this do for me? How can I apply it to my benefit?
You have several options, but I would summarize them in two:
Include influencers as part of your digital strategy.
With the arrival of the Internet, content creation became democratized. And since COVID, it has skyrocketed.
There are many types of content creators. Some aim to become influencers (to become famous, for ego, exhibitionism, because they think it's an easy way to generate income or however you want to put it), others create content simply because they are fans of a topic, and finally others aim to generate business.
Some of these end up becoming influencers and are the ones who really generate interesting traction. Their personality and the interest generated by their content is what makes them
telegram usa number influencers without this being their initial objective.
Why have influencers become an opportunity for companies and professionals?
Content creation has been and is one of the fundamental pillars of any digital strategy worth its salt. We use it to reach our target audience in a more accessible way that generates greater trust. Blogs, organic positioning, email marketing or social networks are the most common digital channels.
But when we talk about influencers or digital influence, we are talking about going one step further.
Content marketing aims to influence the purchasing decision, but:
The goal of the influencer or digital influencer is to become a recommender that customers trust because they offer valuable content in an honest way and, collaterally, they talk to them about products or services that they find interesting or useful. This is what generates real benefits for companies.
Just before COVID skyrocketed content creation at all levels, I wrote an article talking about how influencer marketing had become the new affiliate marketing .
People who claim to be or become “influencers” to earn money by selling products and platforms that bring together tens of thousands of them (how can they be influencers if there are so many of them?) The boom has been such that the new trend is disinfluencers .
What is a disinfluencer?
People who do the opposite of the above. That is, they advise against buying certain products. It is always more credible when you dissuade than when you try to convince someone to buy.
How big is the influencer or content creator industry?
But if we leave this profile aside and focus on real influencers and mini influencers, things get serious.
To give you an idea, here is a headline:
The number of content creators in the US is greater than the number of police officers, doctors and lawyers combined.
In one of Mark Schaefer's latest newsletters he gives us some data that allows us to see the size and potential of this industry.
The size of the content creator industry is three times larger than previously estimated :
In a previous study , it was estimated that 10 million people made money by creating content (3% of the population).
A recent study by Ed Keller (Director of a market research institution) estimates that among the population aged 16 to 54:
There are 27 million paid content creators.
For 44% of these, it is their full-time job.
Business opportunity for the younger segment and a new digital channel that will play a leading role in the medium term : a study on the importance of influencers for millennials and generation Z in the United States gives us impressive data:
72% of them follow an influencer.
They consider YouTube influencers to be just as famous as big celebrities.
50% trust influencers for their product recommendations.
Authenticity: 88% consider it a fundamental factor for following them.
86% of young people want to be an influencer as a profession. Which also tells us about the future of digital channels .
What advantages or applications does the influencer industry have for an SME or an entrepreneur?
After the big numbers, let's get back to the ground and our context. As a manager of an SME or as an entrepreneur, what good does all this do for me? How can I apply it to my benefit?
You have several options, but I would summarize them in two:
Include influencers as part of your digital strategy.