With the right amount of pluck, passion, and courage, anyone can become an influencer. Even if you don’t go ultra-viral, it’s possible to turn your social media presence into a way to pay the bills. This allows performers to bypass the auditioning and networking that’s traditionally required to make it in the industry.
Here’s our guide to breaking into the field, including how to get started on your journey, the recipe for success, and the ins and outs of the influencer economy.
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An influencer is someone with an online following who can sway the opinions and decisions of their audience. This usually entails pointing followers towards sponsored or partnered products. Influencers can also earn money through:
- Affiliate links
- Traditional ads
- Offering classes or courses
- Posting pre-made content
- Selling merch
If anyone tries to tell you that influencing isn’t a real job, quote these stats:
- Currently, the social media influencer market is worth an estimated £18 billion ($21.1 billion).
- 58% of marketers cited influencer marketing as the most effective style.
- 61% of consumers trust influencers’ recommendations.
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The size of your following will impact how much you charge and how you engage with fans and brands alike. Here’s how marketers tend to break down the industry:
Mega influencers (1 million+ followers)
These are celebrities—the major players who command the big (really big) bucks. Most achieved fame outside the influencer scene and now leverage that fame online.
Examples:
These numbers allow mega influencers to charge high rates to promote companies’ products. Ronaldo, for example, reportedly charges around £2.5M ($3.2M) per Instagram post. The Rock settles for a mere £1.8M ($2.3M).
Macro influencers (100,000–1 million followers)
Unlike mega influencers, these folks grow their audiences purely through the content they post on social media, which can range from comedy skits to skincare routines. They boast a wide reach and an engaged, loyal audience. They also have that all-important air of authenticity and a proven track record when it comes to brand collaborations.
Examples:
- Singer-songwriter Siddharth Slathia (434K)
- Comedian Charlie Berens (911K)
- Yoga and wellness guru Ashley Galvin (534K)
Macro influencers charge between £4K ($5K) and £8K ($10K) per post.
Micro influencers (10,000–100,000 followers)
Prized by brands and marketers for punching above their weight, these smaller players can develop close, lasting relationships within specific communities.
Examples:
- Fashion influencer Lauren Caruso (59.8K)
- Travel influencer Sofia Krarad (54.7K)
- Comedian Danny White (16.4K)
Modest followings can be an advantage when it comes to engagement. White, for one, enjoys a decidedly unshabby engagement rate of 13.21% compared with Instagram’s 1.47% average. So it’s no surprise that micro influencers can make up to £400 ($500) per post.
Nano influencers (10,000 followers or less)
Increasingly sought after thanks to their highly engaged audiences and niche content, nano influencers can turn a hobby or side hustle into a business.
Examples:
- Fashion influencer Jalyn Baiden (10K)
- Skincare influencer Amber Broder (2.6K)
- Art director James WT Benn (4.7K)
Dedicated nano influencers can make around £80 ($100) per post. Though that isn’t much by itself, building ongoing partnerships with relevant brands can translate to respectable earnings down the line.
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1. Know your niche
Begin by deciding what topic your content revolves around and what kind of audience you’re aiming to find—in other words, what you’ll market and who you’ll market to.
Don’t be afraid to get personal. Successful influencers know how to connect with people on a personal level and create a sense of trust. Think about your unique passions and expertise, then speak to your audience as you would your friends and family.
Be specific. Fashion influencers are a dime a dozen, but how about one who focuses on finding outfits at London charity shops? The same goes for your audience. Trying to appeal to everyone often means appealing to no one, so consider your audience’s distinct wants, needs, and values.
As summed up by British modelling influencer Lucy Bennett: “Don’t try and be anything that you’re not. There’s nothing more aggravating than someone coming across as fake…. Don’t compromise, and have a focus.”
2. Optimise your platforms
The influencer economy revolves around Instagram; it’s used by 80% of brands who take advantage of this type of marketing, making it a solid starting point. You might also consider:
- TikTok: Popular among Gen Zers and ideal for shorter videos
- YouTube: A huge user base that offers video and livestreaming capability
- Facebook: The world’s most-used social platform, and one that’s particularly good for larger ad campaigns
- X (formerly Twitter): Ideal for tying your network together, releasing quick updates, and interacting directly with others
- Twitch: Vastly popular for livestreaming, and a natural pick for gamers
You don’t need to use them all, but diversifying makes sense. Social networking means building just that—a network. If you avoid a certain platform or fail to link your accounts, you’ll restrict the flow of clicks, follows, and likes that can make a post go from popular to viral.
Lifestyle and beauty influencer Shonagh Scott explains: “I’ll upload teaser images to Instagram referring to my latest YouTube upload. Then on my Facebook page, I’ll cross-promote the video. And I’ve linked Twitter to my Facebook page so it automatically updates my feed…. Each platform has something different to offer.”
3. Create consistently, and interact often
You can’t be an influencer without content, be it music videos or product reviews. You’re creating a brand, so be true to your own personality, and make sure you’re putting out content that you’d enjoy watching yourself.
As you zero in on what works for you and attracts attention, develop a content strategy to keep your output consistent and reliable. There’s no need to be too rigid, but your followers will want to know when new videos will drop or when you’ll go live.
Above all, they’ll want to know that you’re listening to them. Follower interaction is an absolute necessity, so be sure to:
- Respond to comments.
- Like, comment on, and repost content from fellow influencers.
- Prompt your audience to engage by posing questions and starting conversations.
- Identify your most loyal followers, and ask them what they’d like to see more of.
Chloe Alysse, an influencer who specialises in sustainable fashion, says, “I try to make sure I’m available for the first five to 10 minutes after a post goes live so that I can engage with comments in real time. I keep comment notifications on so [that] I see them on my phone and can respond right away.”
4. Business-ify your brand
Content creation is the consumer-facing side of influencing, but the business side is just as important. Even nano influencers should research their data, network with brands, and find ways to expand their expertise. Brands looking to partner with you will value your professionalism.
Consider:
- Performing audience research
- Streamlining your SEO (search engine optimization) strategy
- Creating a LinkedIn account to connect with relevant brands
- Taking an online influencer course
Creating a media kit is a savvy way to attract brands. Here’s what it should include:
- A short bio
- Audience metrics
- Previous collaborations
- Pay rates
- Contact information
It’s never too late to get started. Check out this one-page media kit that Busy Blooming founder Tess Barclay (whose own Instagram page boasts 9.1K followers) uses to snag deals with the likes of fashion brand Ana Luisa and jewellery designer Princess Polly.
5. Become part of the community
Achieving influencer status isn’t a walk in the park, so don’t let yourself fall off. The same rapid pace that allowed you to rise in the first place can pass you by just as fast if you don’t keep your pages current.
Part of preventing this is simply staying connected with your audience. It’s a business axiom that existing customers are worth more than new ones; the same holds true for followers. Strive to retain your place as a thought leader within your chosen community by:
- Staying current with industry news and trends, plus emerging brands and products.
- Collaborating and networking with other influencers.
- Using audience analytics to see what people are discussing and what’s going viral.
- Keeping an open mind about new platforms.
Popular Twitch streamer Imane “Pokimane” Anys knows all about staying ahead of the curve. “A critical aspect of maintaining relevance in this industry is…a willingness to try new things, especially new games or trends that pop up,” she says. “Being able to adapt and evolve is an integral part of keeping your business running.”
Also check out: Top Social Media Platforms for Influencers