Telling someone over the age of 30 that you want to be an influencer might lead to some light mockery or eyerolls, but if you’re considering the digital influencer career path, you’re not alone. It’s a legitimate career and an increasingly common career goal — one that 57% of Gen Zers say they would like to do if given the chance.
The main reason Gen Z is attracted to the career is not just the possibility of big bucks, but also the ability to work flexibly and have fun.
Y’all, being a digital influencer is a lot of work, and like any career path, there is a formula that has been time-tested and proven, so no matter your generation, don’t let any Boomer, Gen Xer, or Millennial tell you otherwise.
There is a gap in understanding because of how far we’ve come in such a short period of time. Plus, change is hard.
Adobe says that aspiring influencers are currently interested in creating content on YouTube, TikTok, and Instagram. We suspect that this same survey taken in 2010 would show YouTube and blogging as the entire target list for influencing. We’ve come a long way.
The marketing world now relies heavily on influencers, and if you’re willing to put in the work it takes to pursue this career path, we’re here to cheer you on!
Let’s talk about what exactly a digital influencer is, the pros and cons of the career, how to get started, the challenges to prepare for, and some resources you’ll need.
What Exactly Is a Digital Influencer?
A digital influencer is obviously someone who influences others, but it’s more nuanced than that — it’s someone who has put in the hard work of creating content to build a significant online following, which may lead to their swaying the opinions of others. And for the sake of how the money flows, it’s often someone who can affect others’ purchase decisions.
There are four types of influencers:
- Nano-influencers: Content creators with small audiences (under 15k followers) that are highly engaged. (Example: A college student who posts photos of outings, their fashion, the places they go, and what they’re learning in classes.)
- Micro-influencers: Creators focused on a niche topic (usually 15k-75k followers) who are considered subject matter experts and create one type of content on that subject. (Example: A budding fashion designer who posts their designs, talks about famous designers, and fashion events.)
- Macro-influencers: Well-known personalities who have a significant follower base. (Example: A famous chef who has appeared on several television shows, has published five cookbooks, and is recognizable in their industry.)
- Mega-influencers: These are celebrities who are household names and have millions of followers. (Examples: World leaders, renowned actors, and famous singers.)
The fascinating part of pursuing a career as a digital influencer is that there are so many pathways where you can find your traction — while TikTok is the leading platform today, there may also be influence to grab on smaller platforms (like the Monkey app or Mastodon), or niche alternatives (like EyeEm or BitChute), and even social platforms that don’t always come to mind when you think of social media (like Discord).
While the wheel has already been reinvented, the beauty of content creation is that you can break the wheel, reorganize it, and make it your own. That’s why some people consider content creation an art; we may collectively focus on the business side of influencers, but at the root of it, you’re seeking this path because you have something to say or express.
Now let’s talk about the pros and cons of this journey you’re considering, so you’re well armed with info before you bolt down the path of expression.
Perks of Being an Influencer
Many people pursue the career path of being a content creator because of the perceived freedom, and it’s true — even though it can be a LOT of work, you’re your own boss and you don’t sit at a desk from 9 a.m. to 5 p.m. You might work more hours than that or fewer, but it depends on the pace you set — which is pretty fire.
Some people are drawn to the flexibility of content creation, not just scheduling and freedom, but in how and what you create. You also have the flexibility of saying yes or no to whichever co-creation or sponsor partners come your way. At a day job, you’re told what to do and if you don’t, you’re fired.
The idea of letting your creativity flow is a strong driver for people seeking fun. Having a job that is actually fun may seem like a distant dream, but it is what many people are attracted to when considering this career path.
Finally, other folks want to become an influencer because of the potential for fame. Most won’t say it out loud because it’s not demure, but the idea that other people will hear you and care what you have to say can be refreshing in such a loud world, and we’re here for it!
Drawbacks of Being an Influencer
The major downside to following your dreams of becoming an influencer is that it is an extremely crowded and competitive space. Finding an untapped niche is difficult, building a loyal audience is tough, and being heard can feel impossible. That’s why everyone who is an influencer has one thing in common — an understanding that it’s a lot of hard work, not a matter of luck.
Another downside to being a content creator who is influential is that you’re always being pulled in two directions — what your audience wants and what the social media platform you’re on wants. The algorithm can be your best friend or your enemy, and you have to constantly study how it is changing at any given moment, and adapt accordingly. Inflexible or incurious types don’t thrive in this environment.
If you become a well-known influencer, a final challenge can be one that anyone in public life has had for generations — a lack of privacy, unwanted attention, people overly examining every word you’ve ever said, and what is expected of you can feel overwhelming.
But going into this with a level head and a full understanding of this path will help you to be armed against any challenges the career might bring your way.
How to Start Your Career
You’re probably reading this because you already have something in mind to create content around, but let’s talk about how to pursue this from scratch:
- Identify your niche first: Don’t just start creating, have a plan. Creating videos of food isn’t enough, it’s too loud out there for that — you’ll have to get more specific. What are you *really* interested in? Maybe it’s crafting creative dishes out of things others would compost, or you love recreating foods from famous movie scenes.
- Focus on quality: If you look back at your first 10 posts later and don’t cringe, you didn’t try hard enough. We have to start somewhere and we have to build from there. But if you do it with quality in mind, you’ll nail it. Quality can be in your idea for the content, or learning editing tools backwards and forwards so you can craft something to catch any eye. For example, automation is blowing up right now, so you’ll need to know those tools and use them to your advantage.
- Grow your audience: Content creation isn’t simply about posting; it’s about engaging with your audience through comments, messages, and even livestreams. Don’t try to buy followers because it always backfires — just focus on organic growth. Spend time studying how hashtags work, and consider cross-promotion and collaborations from day one. And if you’re going to grow to a point where you’re influencing others, you must be authentic and build trust with your followers.
- Monetize: At some point, you’ll start getting occasional DMs from brands that want to send you products for free so you’ll review them, or ask you to promote an event or something in line with your brand voice. It is important that you maintain trust with your audience and that you’re transparent with what you’re doing. (Plus, it’s illegal to not mention that you’re compensated even if it’s not actual cash.) If you continue building, you’ll need a media kit for when companies want to sponsor what you’re doing and wrap you into their marketing efforts.
- Stay educated: The platforms constantly change their algorithms, trends shift, audience behavior changes over time, and new content formats emerge. In this career, it’s not optional — you’ll have to stay educated (and not just based on your gut instincts, but on actual research). You’re never above a good ol’ online course or webinar, and especially not above networking in your industry.
Challenges You’ll Need to Prepare for
You’re really considering the influencer career path, so there are things you’ll need to be prepared for in order to succeed. We’ve seen it all and we’re ready to spill the tea!
First, you don’t have to have a thick skin, but you do have to be able to have a game plan for negative feedback. Some industries are much more inundated with it than others. Like fashion, for example — post something that features a human body and someone is going to share their unsolicited opinion. Some people delete rude comments and move on, while others have sassy retorts, so before it ever comes up, you’ll need to ponder what flavor suits your brand best.
You’ll also come up against the challenge of the blurred lines between work and life. You may find yourself so deeply involved in content creation that it can be hard to tell what is fun and what is work. It sounds like a great problem to have, but it can lead to burnout if the lines are not clearly defined, or you’re not taking downtime to rest.
Another challenge to prepare for is navigating legalities when creating content. You’ll want to know the basics of intellectual property rights and federal guidelines for sponsored content. You should also have a general understanding of contracts (or be able to have an attorney review them).
Now Get Out There, Bestie!
Because you’re seeking info, we know you’re going to succeed. You’re not going to fall off, you’ll never stop learning trends and tools, you’ll push ahead when someone is rude, and you’ll focus on creating something magnificent. You have something to say, and the world wants to hear it!
We’re excited for what you’re going to create, because you’re bursting with creativity and are ready to put something great out into the world. We’re proud of you for being realistic about choosing this career path, and we can’t wait to see what you make.
