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Ahh the controversy about to take place. I believe that influencers need a rebrand. Yes I said it. As a girl (or now woman) who’s been blogging for 15+ years and once had a Myspace(who remembers that?) , I consider myself well-versed in the social media space. I can get into my credentials and work experience but who cares about that? In fact it’s actually infuriating that jobs and brands will only hire those with experience. Why? because those inexperienced probably have better work ethic and ideas than those with a double sided resume.
I believe there’s a beauty in the unexperienced authentic influencer who isn’t paying videographers and editors to market their content. If you’re not in the influencer space, you would be surprised at how much time goes into publishing one brand deal. Editing one 60 second Tik-Tok, and making sure that everything adheres to your contract. It’s not a traditional 9-5 job because there is no “slams laptop shut”. Ever.
Your phone is your second hand, everything can be used as content, and if you’re really trying to make it you’ve probably spent hours of your life learning how to vlog, how to build up an audience, and of course grow your following with a certain niche. As soon as you’ve mastered all of the above there’s suddenly a new platform and something else to add to your list of never-ending things to do, and perhaps a new nativity that this is (finally) your chance to go viral.
The truth is that it’s an incredibly hard and tedious industry to break into. Much like Acting. Actors go to auditions at all hours of the night and fly half way across the country only to be told that they’re not good enough. It’s filled with so much rejection (that has you questioning if you’re actually not good enough after all).
If you’re lucky enough to get a call back, it’s most likely to be a 2 minute extra and not the lead role. So how does this tie back to influencing? technically talking most of the “in demand” $20,000 a post influencers out there today are our generations leading actors. I won’t name names but simply put, it’s all fake. Or most of it is.
Their house in the Hamptons? –paid for in exchange for content. 5 Dozen roses sent from a mystery man? probably endorsed by a brand (or florist). Furniture? Also comped. While we’re all dreaming on the outside looking in, they’re also living an extremely unattainable (or sustainable) dream life. And that’s the hook right? we all want what we can’t have.
So what’s the solution? I believe brands (of all shapes and sizes) need to start working with micro influencers from the bottom up. A podcast episode that really inspired me recently was Evan Spiegal on The Diary Of A CEO.
Evan, the CEO of Snap Inc. (Snapchat’s parent company), has emphasized a hiring policy that is focused on diversity, innovation, and inclusivity. Some of the core elements include:
- Diversity and Inclusion: Snap has made significant strides in ensuring that their workforce is diverse. Spiegel has spoken about the importance of creating a company culture that is inclusive and where people from all different backgrounds feel welcome. Yes that includes a diploma for Columbia or a diploma from Community College.
- Hiring for Innovation: The company values creativity and innovation in its hiring process. Spiegel mentions that on your very first day of work you have to present something to the company (with no context to what they’re currently working on). This lays down the groundwork for “creativity and critical thinking skills” that the employee will need to succeed at the company. He also states that this tactic “can also help people quickly get over their fear of failure, encouraging them to take more work-related risks” as your worst fear (of a bad idea presented to the room) has already come true.
- Focus on Passion: While technical skills are essential, Snap looks for individuals who are passionate about their work and aligned with the company’s mission. Candidates who fit into the company culture, are curious, and embrace new challenges are highly valued. This ties me back to inexperienced influencers who may not have the ideal branding kit or background established, but may have better passion, drive and goals than the influencer with 1M+ TikTok followers.
- Growth Mindset: They hire people who have the potential to grow and adapt within the company. This means they often look for candidates who are not just skilled in the present but also have the ability to evolve as the company scales.
- Kind, Smart And Creative: The three values Evan looks for when hiring is “kind smart and creative” he goes deeper with Steven Barlett sharing that kindness is essential if you want to have a creative culture. Why? So that instead of being laughed at when you have a crazy idea, you’re actually supported.
I wish more brands and companies would learn from Evan Spiegals hiring tactic. To work with the influencer willing to grow with you, rather than the one with an assistant (or four) crossing your name off the list. And trust me when I say I get it, maybe the follower with 1M+ TikTok followers did build her way up and now deserves each and every like, follow, comment and brand deal she has (literally) showing up at her door. But why are companies forgetting about the capabilities of the rest of us?
It’s a question I still don’t know the answer to. I’m constantly applying for brand deals, posting on my LTK , and blogging away like my life depends on it. I have a YouTube with a meager 43 subs, whilst my ten year old has a YouTube with 540 subs.
I’m ridden with imposter syndrome comparing my life to strangers on the internet with dream-worthy lifestyles, relationships, and disposable income.
How do you feel about the current landscape of influencing? Do you feel that brands and companies should take bigger risks and invest into smaller “influencers”?
