When we look back at the past decade, we can see how influencer entrepreneurialism has just sky rocketed, with every young teen to late 20s adult trying to create and profit from building their own brand.
Again and again we see a generation of very real, but very fickle businesses, born of contacts, energy and popularity.
Social influencers were, and are, truly the stars of the latest generation. We also see marketing agencies, try desperately to re-create the bootstrapped pre-best-selling author John Green model. When Hank and John Green started on YouTube as the Vlog brothers, no one knew how they would take over YouTube, creating the DFTBA catchphrase, Nerd Fighter culture to VidCon, in the order to bring together the most prolific YouTubers.
It’s difficult for businesses to enter the world and culture of social media, from a bootstrap perspective, no matter what the social media channels may contest otherwise. Especially with the strict algorithm that most large social channels have.
Businesses are resorting instead to paying existing influencers and celebrities, doing what they can with existing customers on their social channels, or simply paying for visibility. Businesses sometimes may have the odd campaign gone viral, but customers buying into their brand organically from a campaign is simply not as strong as the hold that real and consistent influencers have on what their fans spend.
Over the past few years social media influence has boomed even further, with Gen Z coming into the scene, and younger and even more popular influencers who may not even remember the John Green of Vlog Brothers, far surpassing the level of popularity that even influencers like Jenna Marbles and Charlieissocoollike had in the early part of the decade.
One thing that has remained consistent throughout the progression of the influencer, is that the platforms are about storytelling, and companies and influencers must remain genuine. If something is an advert, companies must be careful to inform viewers in the right way.
A company showing support to their favourite YouTuber is a good way to advertise. Make it clear it’s an advert, and all in good humour. On the other hand a company controlling an influencers messaging without claiming to be an advert is an inherently negative way to advertise and damages the platform, the influencer and your company at the same time.
Make sure to have good quality influencers, and adverts, rather than overwhelming people with paid ads. At Generate Entrepreneur we will never use Grammarly for this reason, no matter how much we may need to use it. Word of mouth is always much stronger.