First Steps, Advice, and the Term Itself: An Inside Look at the “Influencer”
We are in a day in age where social media has a stronger presence than traditional media. With the help of this new phenomenon, beauty and fashion brands are gaining constant attention on a worldwide level. This is in part due to people who are posing for Instagram photos in an effort to help market these brands. However, it’s not just about taking a photo. Each person who’s involved in this process has their unique vision and creative eye in bringing attention to new beauty collections and emerging fashion lines. These people, who are changing the relationship between media and brands, are called Influencers.
Perhaps you’ve heard of them; people who use their presence and status on social media (particularly Instagram), to introduce their viewers to new looks, fashion trends, and beauty routines, with the hope of persuading them to hop on this fashionable bandwagon, and lifestyle, with them.
Never failing to aesthetically please the eye, the Influencer market is becoming somewhat of a new-media phenomenon, and heavily saturated with incomers as well. As “Influencer” is still a relatively new term, especially to those of the older generations, there are many non-believers. People don’t understand what they do or how it works. On the other hand, there is a younger generation who actively try to rank amongst some of the top Influencers.
As a public relations agency that works in the fashion and beauty space, Influencer marketing is an effective tool we use to promote a client and/or brand. Therefore, we wanted to share with some of you who are aspiring Influencers, and those non-believers too, just what goes into being an Influencer, standing out amongst the rest, and making it in this new field. To bring you the most accurate answers, we’ve enlisted some of our favorite male and female Influencers around the country to give you the deets!
Parker York Smith
Becoming an influencer nowadays is a hot commodity, how do you make yourself stand out amongst the rest?
It’s understandable because it’s such an awesome job, but staying true to myself is a top priority for me. Not letting myself give in to what I think people want to see and will get me more likes is paramount. I want people to enjoy my content but it always has to be true to my values and interests.
Some people don’t like the term “influencer”, they prefer something like “content creator”. How do you feel about the word and what it entails?
I dislike the connotation that it has taken on, but I also understand that it’s just because a lot of people outside of the industry don’t understand it at all. It’s a very new concept and career path so when you’re only being exposed to the content being created, it can seem like an easy endeavor to pursue. I also prefer content/creative creator because I’m doing so much more behind the scenes than I’m doing in front of the camera.
What would you tell other rising Influencers who are just coming into their own?
Mind the gaps. What I mean is to study the market and recognize what you can provide that isn’t already out there. It’s a popular field to pursue right now, so there’s a bit of saturation. Standing out because you’re providing something that no one else is at that moment…that’s huge.
Tanielle Powell
Becoming an influencer nowadays is a hot commodity, how do you make yourself stand out amongst the rest?
I am born and raised in South Africa so I incorporate that aspect of me in my style, my color choices as well as in the music I write. I tend to work with a lot of wildlife charities (including my own; South Africa Wildlife Cries) and I love to work with African fashion designers or designers that incorporate elements of Africa in their work. I am extremely selective with which brands I work with and the quality of products I use so my audience can put 150% of their trust in me.
Some people don’t like the term “influencer”, they prefer something like “content creator”. How do you feel about the word and what it entails?
I think both terms are extremely beautiful! To be an ‘influencer’ means that I have a voice that MY audience that follows me for a reason, believe in! I also believe that influencing comes from being inspired by those that you inspire. It’s a passionate word not a forceful one. ‘Content Creator’, to me, establishes the relationship between the influencer and his work, the creative side! Both terms support each other as I could not be a content creator if I am not influential enough to influence my audience with the brands I believe in and work with and in turn the brands I work with would not believe in me.
What’s something you look for in a pitch and/or in their client that will make them stand out to you?
Just as much as it’s my job to research the PR companies and brands I want to work with, I do love it when a PR agent has taken the time to look at my work and then has matched me with the right brand to work with to create mutual relationships which we all can benefit from. This shows an appreciation for the long hours of filming and shooting it takes to create content.
Diego Leon
As an Influencer, is it important to you to stay close and true to your style, or are you willing to branch out and try new things if the opportunity presents itself?
It depends! I wear suits 99% of the time and when I get emails from brands that make hoodies or graphic tees, I know they didn’t really take a look at my content. However, if it’s something that can go with my lifestyle, like fitness or eating, there might be a fit. It has to be organic and not shoehorned in.
What got you interested/involved in being an Influencer?
I found out on accident! I used to be a teacher and I wanted to wear suits to be a good role model for my students. I started posting my suits on social media and people started to notice. A brand slid into my DMs wanting to send me a free tie to check out. That was my introduction to influencer marketing!
What would you tell other rising Influencers who are just coming into their own?
Create content about something you’re actually passionate about. Don’t do it to get famous. Don’t worry about numbers and worry about creating good content instead. Find your niche and stay true to it.
Lauren Mayhew
What got you interested/involved in being an Influencer?
I started gaining a following due to my involvement in Film/TV and music. I have always liked connecting dots and making a meaningful idea come to life. My social platform gave me the ability to take control of my own projects and make content that excited me!
As an Influencer, is it important to you to stay close and true to your style, or are you willing to branch out and try new things if the opportunity presents itself?
I definitely feel it’s important to be authentic to who you are, but that doesn’t mean you can’t try something new! Life would be pretty boring if you never explored different things. That’s one of the awesome aspects of this job. I am exposed to lots of inventive new ideas, places, people, and brands I haven’t heard of before.
What is your favorite part about the job?
In addition to trying new things, I love being able to TAKE CONTROL over this aspect of my career. So much of being an actress and a musician is decided by others (producers, directors, networks, etc). But as a content creator, you can reach out to a brand that YOU love. You can pitch them on YOUR ideas. And then you can execute YOUR OWN creative vision. That is a beautiful thing.
As you can see, each influencer has a similar mindset with unique approaches as to how they want to market both themselves and the brands they work with. If you’re an inspiring influencer, follow these helpful tips to guide you on the path towards success. For more Top Influencers, check out our top 10 list for Fashion Influencers and Beauty Influencers in 2019. Stay true to who you are, explore who you want to be, push those creative boundaries, and be willing to take those risks. Trust us and these influencers: it pays off!
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