The tension between my degree certificate, which is framed, placed carefully, and inhabited by meticulously woven cobwebs on the mantelpiece and myself is palpable. However, the tension between me and the Instagram reels of influencers that I encounter on social media outdoes the first form of tension. ‘Why?’, you may ask. Is it resentment? Hardly. Is it disappointment? Partially. Is it curiosity? Absolutely.
Instagram, TikTok, and YouTube have become breeding grounds for influencers. Every other person that pops up on my timeline is an influencer. Not amateurs, but ones who are faring well in their trade with a blue tick at the end of their name. While I know what influencers are, it is safe to say that I am completely in the dark about what their job description entails. However, despite many not even knowing what an ‘Influencer’ is required to be in the reel and real world, entire troops of Gen Zers list it as their job aspiration.
Influencers are influencing aspiring influencers
The term “influencer” was not added to some dictionaries until 2019, yet today, one in four Gen Zers express their intention to become social media influencers. This phenomenon could be perceived as a passing trend, akin to each generation having its own idealised dream job. However, it is undeniable that an entire industry has emerged around social media influencing, complete with influencer agents, training courses, conferences, and networking events. The podcast episode explores the allure of influencing as a career and examines how a generation developed the belief that they could earn a living by creating content and sharing it online.
A substantial majority of today’s youth, especially those belonging to Generation Z, perceive social media influencing as a realistic and appealing career path, with many expressing a willingness to quit their current jobs for the opportunity. As mentioned in CNBC, according to a recent report from Morning Consult, 57% of Gen Zers would like to become influencers if given the chance, surpassing the 41% of adults overall who would consider this emerging career. The proliferation of TikTok has contributed to this perception, as its format, supporting no-frills, direct-to-camera, and low-editing content, has made influencing seem more accessible. Over half of Gen Zers believe that building a career in influencing is easily achievable. The Morning Consult data is based on surveys of 2,204 U.S. adults and Gen Zers aged 13-26 who use various social media platforms. As social media platforms continue to gain prevalence, the appeal of becoming an influencer is on the rise, creating new career opportunities that were virtually nonexistent until recently.
Canadians dedicate more than two hours per day to social media platforms, reflecting the increasing prevalence of social media in daily life. The role of an influencer revolves around individuals who have garnered a reputation for expertise in a specific field or industry, fostering an online following with whom they actively engage. Social media influencers cultivate relationships with their followers through shared content, live streams, comments, and chats, fostering a sense of community and enhancing their influential power. Despite its allure, the realm of influencing may not always align with the glamorous and exciting image it often conveys.
What is so attractive about influencing?
Two of the major components that influencers gravitate toward are fame and recognition. The internet serves as a platform where ordinary individuals can transform into extraordinary figures, and aspiring influencers see this as an opportunity to be seen and acknowledged. Beyond the glamour of fame, the promise of financial freedom is a compelling motivator. Influencers can turn their online presence into a source of income by securing partnerships and collaborations with brands, converting their hobbies or passions into lucrative ventures. The potential to earn money through sponsored content, affiliate marketing, and other online revenue streams has driven many to aspire to turn their social media profiles into profitable enterprises.
Influencers frequently manipulate their content through editing, crafting an idealised image that may not accurately represent reality. There’s a tendency for influencers to endorse products for financial gain, even if their true beliefs or preferences may differ. This indicates that not all social media influencers are as genuine as they appear to their audience. A U.S. study revealed that one-third of young people place more trust in health influencers on TikTok than their doctors. This raises significant concerns, considering that influencers lack formal academic or professional credentials and often shape their online personas based on personal opinions rather than factual information.
Is influencing a real job or not?
Despite the increasing numbers, people still do not treat influencing as a real job. This is mainly because many ride the bandwagon under the assumption that it is a job via which easy cash can be made. However, many argue that it is a real job. If the lack of a degree is what differentiates it from other ‘real’ jobs, there are universities that have stepped up to address that gap as well.
As mentioned in The Economic Times India, in what could be a pioneering move, Southeast Technical University (SETU) in Carlow, Ireland, is gearing up to launch a degree program focused on social media influencing. The ‘Bachelor of Arts in Content Creation and Social Media’ is set to open applications in November, with classes slated to commence in September 2024.
This four-year program aims to cover a broad spectrum of topics crucial for individuals who dream of becoming social media influencers. Students will explore areas such as business skills, video and audio editing, critical cultural studies, and creative writing, providing them with a comprehensive skill set tailored to the dynamic realm of digital content creation.
Dr. Eleanor O’Leary, a lecturer in media and communications at SETU, highlighted the growing interest in this field, both among prospective students and employers. The program acknowledges the significant growth of the social media influencing sector, which has doubled in value globally since 2019, estimated to be worth between €14 billion and €16 billion worldwide.
Dr. O’Leary highlighted the unique skill set required for social media influencing, drawing on existing media, PR, and marketing expertise while also addressing the industry’s specific demands. The program aims to educate students on audience building, collaboration with businesses for monetisation, and understanding the contractual, agency, and business aspects of the influencing industry. This initiative aims to fill knowledge gaps for aspiring influencers, providing them with a more structured and informed approach to their careers.
It appears that the foundation of influencing is content creation. However, not many have grasped the nuances of what being an influencer means. The reason there is a reservoir of candidates who have signed up to become an influencer is because they see this as a job that deviates from “traditional” jobs. Therefore, they idolise influencers. Most list financial gains as the motive behind pursuing this as a job. But without a proper understanding of how the algorithm works, there is a very high chance of getting lost in it. It may be deceiving to see influencers becoming millionaires and making appearances at red carpet events, but these are very exceptional cases. Without knowing the proper audience, content, or marketing strategies, it is difficult to find a footing, let alone generate revenue. Wanting to become an influencer is an acceptable goal to have, if not for the wrong reasons.
(Sandunlekha Ekanayake)