There’s a common thread kicking around social media at the moment, that influencers are getting all the good times and cheating out others along the way. With cries of unfairness and complaints of being fake, people are getting well and truly stuck into this new thing to argue about.
A Social Media Influencer is a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.
This isn’t a new phenomena though. Its been around a while and existed in countless industries. They weren’t called Influencers back then but merely seen as people with no talent or expertise who seem to get all the work and opportunities that others didn’t.
But here’s the thing.
The only reason they’re beating you to whatever it is you feel you should have, be it opportunities, followers, or support from brands is because they’ve figured out how to play the game and they’re got the business side of it figured out, you haven’t. That’s it. They’re just like the majority of us; they’re just doing better than you because they’ve figured out how to tell their stories better than you and brands see a financial gain from working with them. “A user on social media who has established credibility” – brands love credibility. “Have access to a large audience and can persuade others by virtue of their authenticity and reach” – brands love to tap into someone else’s reach so they don’t have to. What better way for a brand in 2018 to spread their message but to jump on the back of someone else’s following and buddy up? It costs them little to nothing and they get a great return. That’s how business and marketing works. Not understanding that and crying out because these people have better opportunities is just naive.
The only reason people don’t like it is because they think these Social Media Influencers cheat the system and buy likes and followers. Ultimately that only pisses people off because they want a follower base like that for themselves. They want the same likes or interactions, so they complain when they don’t get it. Complaining is the easy route. Much easier to sit online and moan and complain about the game rather than get your head down, figure out how to grow your audience and to get work with brands yourself.
There will always be people who game the system and cheat and buy likes but we live in a world where that will get exposed eventually and they’ll disappear off the radar. The ones who’s stay are the ones who’ve figured it all out and do it right and who brands see a value in working with. That’s it. Its that simple. Its business. That’s all. If you want to join the game that’s fine.
So next time you want to post a complaint about how the world isn’t fair and Influenrers get too much they don’t deserve, take a look at what you’re doing and what you’re putting out in the world and then figure out a way to do it better so you can create yourself better opportunities. Because I promise you, if you’re good at what you do and how you do it then if you’re patient and work hard the opportunities will come.