The rise and rise of influencers: How can we take advantage?

BY CHRISTINA GWIRA

Apparently, influencers don’t like being called… influencers. I found that out after a very brief conversation that I had during this year’s tech festival Elevate. There have been more than a few negative connotations attached to the term, but a lot of good has also come out of this new-ish job title. As a refresher: an influencer is a person, brand or team that has amassed a (traditionally large) following on social media. Influencers can then be hired by businesses or brands to promote products and services to their following on social media. Sounds pretty dope, right? It is! Influencers can receive free product, free services… even free international trips in exchange for the attention of their audiences. So, where’s the bad part?

Well, some people think that the new wave of influencers are dumb. Some make the assumption that influencers are simply beautiful people who take photos in beautiful places, post it on Facebook and Instagram and then make a whole lot of money. There’s some truth in this, but not a lot. In fact, there is so little truth in that assumption, but yet the stereotype persists. The panel that I attended was called: “Content, Community, Commerce – How to Develop, Build and Convert”. On said panel, we heard the stories and struggles of three female… businesswomen (*cough* influencers) and how they grew and built their businesses from social media. They provided great content, useful advice and their insights and forecasts for 2020 were extremely helpful. What they showed me was that there is A LOT MORE that goes into building and making a business from your influence. It’s not simply posting pretty photos and it’s not all free trips to Dubai. These women showed that just like with any other business, the business of influence requires hard work and dedication.

The ONLY problem I had with the panel… was that all the panelists were the same, and as such, their stories only showed a portion of what it means to build a business from your social media following. These panelists could not have spoken to some of the low-balling that happens in the industry, especially as a person of color. These panelists could not have spoken about how some brands repeatedly diminish the content of their melanated influencers. They would have been out of their depth if they were to share about the challenges faced by people with disabilities within this realm, as this was simply not in their wheelhouse. As such, I think that the panel fell a little bit short in providing a fuller picture as to what it really takes for one to successfully build their brand through social media.

Despite the above, I truly believe that it is possible for us to push through the barriers and be able to carve out and reclaim the attention of the masses through the influence that we already wield on social media. It IS possible for us to be able to also step into the influencer space and leave our mark and most importantly influence the audiences that we attract and build online. What I would consider the most important aspect of this, is coming into this space with a mindset to win. Yes, there are things that are against us. However, our own personal will can overcome that. It really can. Changing our mindset towards new media is the first step that we can take into reclaiming it for our use and good.

After the change in mindset, we need to HUSTLE and hustle HARD. Create the content; collaborate with others in the community. If you lack in one area, connect with another in the space who will be willing to help you out, and vice versa. Lastly, as cliché as it may sound, know your worth and add all the taxes. People are paying mortgages, buying (or getting) Teslas and sending their children to private schools, all from their status and following on social media. Knowing this, arm yourself with the same attitude when negotiating with brands and businesses that you come in contact with as you embark on your journey.

Lastly, don’t forget to own all your work. Ownership or lack thereof has been an issue that has plagued our community for centuries. In this new era of media, make it a point to trademark and own the rights and trademarks to the things you tweet, create and put out on social media. We must make it a point to not get left behind when it comes to technology and the various subsections that come with it. As we continue to move from height to height in technology, keep these thoughts in mind as your grow your influence online.