Let’s talk about influencers

Apr 15, 2024
2 min read

Updated: Jul 11

What is an influencer?

An influencer is an online content creator who drives the opinions and action of their followers. Some companies and organizations use influencers as a means of marketing, and many influencers generate an income through sponsorships, affiliate marketing, product sales, subscriptions, and donations.

How many influencers are there?

In late 2023, the "creator economy" was valued at $250 billion globally. Analysts believe there are more than 50 million content creators, many of who are considered "influencers," around the world.

How do influencers shape opinions and habits?

Influencers build an online persona and gain followers from the perception of authenticity, relatability, and credibility. However, it's important to remember that creators only show viewers what they want people to see, and they carefully develop their content to gain more views, followers, and attention from online algorithms.

What are the benefits of following influencers?

There are influencers who provide entertaining content for practically any interest: politics, news, books, fashion, sports, nutrition, art, parenting — the list is endless.

Followers (and often algorithms) are drawn to creators with distinct personalities and niche content. Some influencers are experts in their field.

Content creators can give unique, easy-to-understand perspectives and introduce followers to products they may find beneficial.

What are the drawbacks of influencer content?

Not all influencers are experts on the topics related to their content. Influencers can spread false information, perhaps most notably around health and current events. Some influencers are paid by businesses or organizations to give their opinions.

The Federal Trade Commission requires content creators disclose when they have a financial, personal, or family relationship with a brand, but not all influencers follow these rules.

When looking at influencer content, before you react to a post — whether that be liking, commenting, sharing, purchasing an item, or even discussing with a friend — remember to pause and evaluate what you have seen and heard.

What questions should I ask before I am "influenced by an online content creator?

What makes this person qualified to speak on this particular topic?
How did they get the information they are sharing? Do they cite their sources?
What are other experts saying about the information being shared?
What is this content creator trying to persuade me to do or feel? Take extra care if you are experiencing a "flood" of emotions.
Would it be better for me to get personalized advice on this topic?
Are they being paid to create this content? Look for words like "sponsored," "advertisement," ambassador," or "partner."