Over the course of the summer, I had the opportunity to learn more about influencers and influencer marketing than I would have ever thought. As a communications intern for Find Your Influence, I had the pleasure of writing a number of blogs, planning out social media posts, and curating lists of influencers for management. Throughout each experience, I have gained a copious amount of knowledge about influencers, the influencer marketing industrial complex, and so much more. Here are four things that I learned about influencers.
Influencers Are So Much More Than What Is On The Surface
I am not going to lie, before I began this internship I did not think there was that much work put into being an influencer. This could not be further from the truth. Through my time with Find Your Influence, I have learned that they are so much more than the stereotypical internet celebrity. They are real employees doing work, promoting the brand and putting effort to help a brand sell a product through the art known as influencer marketing. They additionally have to partake in contract negotiations while simultaneously networking to gain more brand deals, create content, and keep their following engaged.
Follower Count Is Not The Most Important Thing in Influencer Marketing
Prior to starting this internship, I typically only saw value in influencers with a large following. After curating lists of influencers to sign to management and writing a blog on nano, micro, macro, and mega influencers, I found that there is much more than meets the eye. While nano and micro influencers may have less followers, their engagement with their audience is so incredibly valuable. They create a community with their followers and create a personal connection. All of these different influencers display a varying range of specific niches and serve a purpose inside the influencer community.
Anyone Can Be an Influencer, No Matter What Your Niche Is
Curating these lists of influencers has allowed me to see that the influencer world is not just open to the typical fashion and lifestyle influencers. From farming to pickleball, there is a space for endless amounts of niches to partake in being an influencer. Just because there might not be that many influencers in that space, it shouldn’t stop someone from sharing their passion with the world.
The Influencer Marketing Industry Has Only Just Begun
Although the influencer marketing industry has had sustainable growth over the course of the last decade, there is so much more room for it to grow. With Millennials and Generation Z entering the workplace, I foresee that there will be a shift in how brands value influencers. They will begin to recognize the power that influencers hold and utilize their skill sets in new ways. Additionally, as more social platforms are introduced, there are going to be innovative ways for influencers to make their mark.
Currently, I am about to embark upon my final year of college. This newfound knowledge I have about influencers and the industry will greatly enhance my coursework. I now know how much value and expertise an influencer can bring to a brand. I hope to utilize this skill set throughout my public relations practicum courses, integrating influencers into campaigns.
Freelance contribution especially written for Find Your Influence by Gemma Weinstein.