The profession of influencer

When we were kids, the profession of an influencer did not exist. It’s not a traditional career taught in universities but has become one of the most popular positions today. For our children, the dream job is no longer an astronaut or firefighter, teacher, or doctor, but a blogger or TikToker. Let’s explore this trendy profession and get to know some bright examples.

“Influence” means to affect. This clarifies the primary activity of an influencer – to affect people and their audience. Influencers can be celebrities, bloggers, and opinion leaders who are not media personalities. For example, Kate Middleton is not a blogger and does not run social media, yet she is an opinion leader for many people.

Influencer marketing emerged with the growing popularity and influence of influencers in business. This involves advertising and promoting a product, service, or brand through an opinion leader. Traditional media advertising no longer appeals to people as much. They listen to the opinions and recommendations of individuals who share their interests, and values, or appeal to them as personalities.

Classification by audience size:

Mega-Influencers: Have over 1 million followers, often celebrities (musicians, actors, athletes, reality TV stars).

Macro-Influencers: Have between 40 thousand and 1 million followers. These are successful experts or opinion leaders in various fields.

Micro-Influencers: Have between 1 thousand and 40 thousand followers. They may work for barter or free, striving to grow their audience.

Nano-Influencers: Have up to 1 thousand followers. Due to their smaller reach, their audience often trusts them more, perceiving integration as friendly advice rather than an advertisement.

Platforms influencers work on:

YouTube: One of the largest platforms by audience size. Popular blogger classifications on YouTube include travel and lifestyle vloggers, reviewers, show hosts, podcast hosts, gamers, pranksters, and streamers.

Instagram: Ranks first by the number of active opinion leaders. The main audience is between 16 to 45 years old. Instagram bloggers can also be classified by themes: travel, lifestyle, cooking, or sports, and often combine various themes and directions.

TikTok: The youngest social network, but its audience includes not only children and teenagers but also users of similar ages as on Instagram.

What influencers do:

• Increase Brand Loyalty: By showcasing their experience with a product and sharing recommendations with their audience.
• Motivate Purchases: By highlighting products that can be beneficial for their audience. For example, mom bloggers share their finds from online stores, showing how they simplify maternal chores.
• Provide Product Instructions: Beauty bloggers show how to use new cosmetics for various makeup looks. Review bloggers work similarly, which is especially useful for electronics stores. People no longer watch “home shopping” on TV; they watch reviews from their favorite bloggers and make purchases based on their opinions.
• Act as Brand Ambassadors: Representing the face and reputation of a company.
• Create Content and Develop Personal Style: To become recognizable and stand out among other bloggers.

Examples of popular global influencers

Jennifer Lopez: A singer and actress who increased the recognition of Latin Americans with her popularity. Coming from a poor Puerto Rican family, Jennifer Lopez, also known as J.Lo, achieved global fame through hard work.

photo: Jennifer Lopez/Schiaparelli/Spotlight

Kylie Jenner: The youngest billionaire in history. At 21, she broke Mark Zuckerberg’s record and made the Forbes 30 under 30 list, thanks to social media and her cosmetics brand. This mega influencer started in the limelight as a child, starring with her family in the reality show “Keeping Up with the Kardashians.” However, her true popularity came from social media, where her main audience was teenage girls. While most bloggers promote products, Kylie herself is a product that brings in millions.

photo: Kylie Jenner/Margiela/Spotlight

Olivia Palermo: A socialite, model, and actress, she is one of the most sought-after fashion bloggers. As a top influencer in social media, she has appeared on the covers of internationally known glossy magazines like Elle, In Style, and Harper’s Bazaar. She and her husband Johannes Huebl are also seen as one of the strongest couples on social media.

photo: Olivia Palermo/Spotlight

Karen Wazen: One of the most popular Instagram bloggers of Lebanese origin, she is a role model for many. Starting her blog in lifestyle and travel, this mother of three sets trends and collaborates with numerous international companies. Besides Instagram, Karen runs a YouTube channel and was listed in Forbes “Women Behind Middle Eastern Brands” in 2019 and 2020.

photo: Karen Wazen/Spotlight

Leonie Hanne: A German lifestyle and fashion influencer who has captivated the world with her style and sweet smile. Millions of girls try to emulate her, she is invited to all the world’s fashion weeks, appears in fashion magazines, and the world watches the development of her personal life. Leonie is a role model for many fashionistas and travel lovers, with her outfits and public appearances saved in the wish lists of most Instagram users.

photo: Leonie Hanne/Spotlight