04/24/2022
Recently, as my husband and I were watching one of the Fyre Festival documentaries, he gave the mother of all eye rolls when a man and woman, both identified as āinfluencers,ā appeared on screen.
To be fair, both of them came off ā well, pretty much as one might expect, given the subject of the film. But still, the eye roll hit a nerve. I paused the documentary, turned to my husband, and said, āYou know influencer work pays some of our bills, right?ā
While Iām not on the level of the influencers featured in the Fyre Festival documentaries, my modest online following, combined with authoring books, does come with the opportunity to work with brands in an influencer capacity. But even to many people who identify with the term āinfluencer,ā the label can be less than desirable, conjuring up images of superficiality and ripoffs.
āI cringe at the word āinfluencer,ā though I have yet to find a better word for it,ā says Grace Atwood, the founder of lifestyle blog The Stripe and co-host of the podcast Bad on Paper who boosts more than 100,000 followers on Instagram. āTo me, it feels a little sleazy. It makes it sound as though my job is to push a product down peopleās throats or get them to try and be just like me.ā
I know what she means. Thereās something almost laughable in the way some influencers promote things they would obviously never use themselves ā like the makeup tutorials where a brush clearly isnāt actually touching the YouTuberās face. So, in this potentially disingenuous world, where itās alarmingly easy to sell your integrity, how do you keep yourself trustworthy and make sure you arenāt scamming your community for a payday?
To start, it helps to define the term. Broadly speaking, an influencer is āa brand or person that people listen to or take action as a result of something that they shared,ā says Tiffany Aliche, CEO of The Budgetnista who has more than 400,000 followers on Facebook and more than 150,000 followers on Instagram. (Obviously, celebrities have a certain level of influence and cachet, but micro-influencers ā who often have fewer than 1 million followers ā also carry weight in the marketing world.)
The influencer role can also encompass a wide variety of more specific jobs. When asked what she does for a living, for example, Aliche uses the term āpersonal financial educator.ā Atwood, meanwhile, prefers to describe herself as a writer.
In a role thatās often tagged as disingenuous, itās difficultābut not impossibleāto maintain your integrity and ensure youāre deserving ofā¦