OK so would I call myself an influencer? Probably not by choice, BUT I know that what I write and what I post into the ether does influence others. For example, the UK Black Influencers Directory has influenced brands and PRs to work with certain influencers contained within it. So I guess I will fly my Influencer flag. I’ve been writing for over a decade and have many friends within the Influencer space which has allowed me a gorgeous glimpse into their worlds.
Therefore, of these ten things I wish I’d known sooner about Influencers, they are both from personal experiences and those of the wonderful souls around me.
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10 things I wish I’d known sooner about Influencers
1: You don’t need to reach a magic number before you’ve ‘made it’
Honestly. So many agencies, other influencers, Brands, articles, membership clubs, YOU NAME IT, will have an opinion on what rudimentary number you have to hit before you are really an influencer. But no. You can be on 1,000 followers across all platforms or 100,000 and still be influential. If what you say or do inspires or influences other individuals then you are there. It’s pretty much like writing. You don’t have to wait until you’re on the bestsellers list before you can declare yourself an author.
2: People you’ve never met before will have very strong feelings about what you do
Expect people who have never even spoken to you to have an opinion about your life. They will deem it fair game because you put a slice of yourself out there on the internet. They will question all of your life choices, from what food you eat to how ethical the clothes you are wearing are. If you’re unlucky, you may find entire chains of gossip about you on closed forums. Sigh
BUT – you will also have ride or die supporters, who again, you may have never met. But these awesome souls will be the first to notice if you’ve not posted in a while. They will support your endeavours and provide words of advice.
3: You can get an agent sooner than you’d think
Agencies are experts at spotting up and coming talent. It’s their jobs to help manage and shape your journey. So chances are, they will see something in you and pick you up earlier than you may feel worthy of their attention. Do your research when choosing your agency. Make sure you’re on the same wavelength and you both know what you want to achieve in the long run.
4: People will steal your photos
Your photos, your words, your stories. Nothing is off-limits! Get ready to send out cease and desist emails from time to time. Yes, imitation is a form of flattery but finding accounts or websites that are carbon copies of your own life can feel anything but flattering!
5: Nobody knows what anyone else is charging
Like this is the weirdest silo. No, it isn’t unique to the influencer world but it is more magnified. There are no hard and fast rules in the influencer industry. Everyone decides on their own rate cards. Brands and PRs decide on a case-by-case basis what they think a campaign or body of work is worth. To further complicate things, many influencers are asked to sign non-disclosure agreements (NDAs). This means, that even if they were willing to tell their peers what it was a certain brand paid them, they are legally gagged.
I’m currently trying to explore the disparities in pay within the UK Influencer scene with the help of MSL UK and The Seven Six Agency. If you’re reading this and you’re a UK based influencer, please click here to take part in a survey on fees!
6: You can’t tar all PRs and Brands with the same brush
Brands and PRs are as unique as the influencers with whom they want to work with. You may have an experience on week of a brand who is unwilling to flex on the brief, or is just interested in working with people with a set amount of followers on a particular platform. Then the next day, you may have a brand who reaches out and gives you full creative autonomy over a campaign and has thoroughly researched who you are and what you could do for the brand. No two days are the same, and your email box and DMs will be proof of it!
7: Stats are your friend
Track your stats. Use built in analytics within your social platforms and Google Analytics for your website. Feel free to keep a separate spreadsheet pulling all of these stats into one place. Now is not the time to be afraid of a good old Excel spreadsheet!
Being able to chart your growth on a month-on-month basis will encourage you to keep going. It will also provide really useful information when pitching for work or reporting back on campaigns. Being able to show which demographics your followers fall into or the percentage rate of growth across your platforms will come in handy.
8: People won’t always understand what it is influencers do
I think Influencers get a bad rap at times. It doesn’t help that it is such a vague and grey term used by a huge chunk of people. But regardless, if you’re not an influencer, it’s pretty likely that you don’t know what goes into being one!
Some people are naturally creative geniuses and come up with content on the spot. Others may spend weeks if not months crafting a single project. There are emails, pitches, contracts, drafts and so much more involved behind the scenes. It’s not all likes and press nights.
9: Your kids will think you’re really cool/ or not?!
Depending on the age of your kids, you’ll either be seen as amazing or an embarrassment. This is probably true even without you being an influencer. Be aware and respectful of when your children do not feel comfortable taking part or being mentioned in your work. Just in the same way you wouldn’t force them into the office with you we shouldn’t force them into what we choose to create online.
There is power in numbers
Finding other influencers to be friends with is such a powerful experience. Being able to support each other, provide advice or bounce ideas off is priceless. It also means that you can sense check campaigns and fee offers and most likely, realise you are ready to up your game! It will also make you realise there is no one way or right way to be in this industry. It’s so liberating when you’re no longer worrying about being more like another influencer because you recognise the beauty in being you. Having a squad of Influencer friends to remind you really helps!
So there you have it. Ten things I wish I’d known earlier about being an influencer. Are there any others you would add?
