Q&A: What Is It Really like to Work for an Influencer?

ICYMI…I did a little social media Q&A a couple of months ago for our newsletter. Between Facebook going through a weird a$$ rebrand, Instagram algorithms that are constantly in a state of suck, and the incessant buzz that surrounds social media in general, it feels like a relevant time to revisit this conversation. Here’s a recap:

What is the biggest thing you’ve learned about working in social media?

Coming into my role as a content creator's assistant, I didn’t realize how much goes on behind the scenes. I feel like the biggest thing that I’ve learned thus far is that you always have to be thinking ten steps ahead. Whether it’s deadlines or trends or building your brand overall, in social media you have to be ahead of the game. If you want to stay organized, you have to schedule things way in advance. If you want to stay relevant, you have to be ahead of the fads. If you want to continue to grow, you have to create strategies and set goals that you can attain over time. In my opinion, a great deal of social media success can be attributed to good timing.

What is the biggest misconception you had about social media before working for a content creator?

I used to equate an influencer's job to simply taking pictures and posting them, and let me just tell you…that is absolutely not the case. There is so much more to it than posting pictures and videos with #ad in the caption (lol). There’s the back and forth communication between brands and our team about the content, shooting the content, waiting on approval for the content, editing the content, posting the content, sending analytics for the content…and that’s JUST brand partnerships. Many content creators also have a podcast and/or blog which are both extremely time-consuming. And on top of all of that, some other things that fall under a content creator’s job description include events, networking, emails, scheduling, scouting shoot locations, and special creative projects. Not to mention, most creators also place a lot of value on creating organic content in order to be transparent and authentic. I think another big misconception I had before coming into this role was the monetization that can come from brand partnerships, podcasting, events, etc. — I didn’t realize how lucrative this job can be. Just like anything, it definitely takes a hot second to build a brand and a following, but give it enough time, energy, and effort, and you can make more than a decent living as a content creator.

As someone who has experience in creative marketing, branding, and design, what do you think is missing from social media platforms overall?

While social media can be a great way to connect, right now it feels more like a space for individuals. Don’t get me wrong, I think it’s great that platforms are being utilized to showcase individuality, but something that I think is lacking in the industry is opportunities for collaboration between individuals. We see lots of brand x individual collaborations as well as event x individual collaborations, but I think it could be interesting to explore what collaborations could look like between individuals themselves. Instagram recently introduced the feature where a static post can live on more than one account — this is a great start, but I think there is even more room for collaborative growth. Maybe it’s a partnered post, a collective Instagram guide, or a custom face effect that lives on more than one account. I think TikTok has somewhat touched on this collaborative concept with its Duet feature, but I’m interested to see how it could be translated to Instagram (and other platforms) beyond just going live with another account for an IGTV video. An increase in collaborations opens up the door for people to grow their audience and expand their reach. Not to mention, it allows for more perspectives to be shared, more creativity to shine, and more voices to be heard. I’m not entirely sure on the extent of what this could look like, but I definitely think it’s something to consider going forward. 

Who are your favorite people to follow on Instagram?

Gosh, this is a tough one! I really like following this one gal, Chinae Alexander — ever heard of her? Joking aside, some of my favorite accounts include Marianne Theodorsen (@marianne_theodorsen), the queen of color, Liz Beecroft (@lizbcroft), a psychotherapist who seamlessly marries sneakers and mental health, Crystal Anderson (@beerbottles_chainsaws), a fashion ICON, truth-teller, and all-around funny human, Kelsey-Marie (@kelseydashmarie), a creative focused on personal style and sustainability, Minna Lee (@livingminnaly), an entrepreneur and digital creator who always brings a smile to my face, and Benito Skinner (@bennydrama7), the comedian of all comedians. 

Would you ever want to be a content creator? Why, or why not?

Honestly, I don’t think so. If I could have all of the perks without the notoriety, then sign me up! But, for the sake of my mental health, I don’t think I could handle the pressure of being an influential face on the internet. As an influencer, your content, persona, and opinions are simply never going to please everyone, and while I do have thick skin, I think it would be tough for me to deal with the trolls. I don’t think I would bode well with my life being on display for everyone to see. If the opportunity ever presented itself, I wouldn’t immediately shut it down, but I would definitely have to mull it over. At this moment in time, I really just enjoy being behind the scenes more. 🙃