Social Media Influencers: A Skin-Deep Industry?

An advertisement by neighborhood micro-influencers agency, Faves Asia infuriated many for several reasons but none of the offences were as good as misrepresenting the influencer sector as an easy road to fame and riches. The media was removed within days after overpowering lash backs.

While one spends hours sifting through social media gawking in the picture perfect lush lifestyles of financial technology influencers, it can be tough to refrain from believing that a pretty face and a little bit of luck are all that it takes to be among them. However, the fact is often a lot more different from our wishful imaginations. So, what are the three basic qualities of a successful social networking influencer?

If you would like to be famous for everything, you are going to be famous for nothing. – Dan Schawbel

To move beyond merely being a forgettable pretty face on Instagram, one should set a distinctive online character. This necessitates the influencer to have a clear sense of leadership in content production and to establish a reputation as the reference point for one or a group of interests. As such, a genuine influencer also creates waves rather than merely ride fads with generic content. This requires an intricate balance between being daring and attuning to present market tastes.

A fantastic influencer keeps their likability by putting time and effort into building trust and rapport among followers, customers, and other influencers in the industry. — Copyrise

In addition to looking great and being creative, it is important to get an amicable personality. In regards to monetising the influence, influencers will need to establish a healthy working relationship with brands and companies. With the mushrooming of micro-influencers, it is a buyer’s market. Given the identical extent of influence, companies and agencies will always go with these simpler to work with over divas. It is commonsensical to have common courtesy, particularly when an influencer’s key criteria is to be likeable.

At the end of the day, I am selling my preference and my attention — if I do things off-brand I will lose the respect. — Camille Charrière, Instagram style influencer, 529k followers

However, being likeable doesn’t imply being a yes-man or yes-woman all of the time. For social media influencers who means business, while paying the bills is vital, integrity should be the constant guiding principle. Influencers must genuinely enjoy a brand and its products in order to’sell’ it and for the followers to’purchase’ the article and to get the product. A mismatch of brands and influencers at best doesn’t lead to significant sales and at worst, debase the standing and following of the influencer. Camille has turned down a contract value #100,000 from style giant, Macy’s since the clothes weren’t of her style rather than what her followers would love.