Careers Online: What is the Influence?  by Reagan Kantack

In a world of technological prevalence, and with the modern definition of ‘business’ evolving from franchised corporations to digital storefronts, online platforms have become rife with unique opportunities for entrepreneurs. Widely known as ‘Influencers’, these digital marketers garner great positive and negative commentary across the board by pioneering an entirely new kind of career. Values like traditional workplace structure, a hierarchy of supervisors, and a portfolio of credentials have become malleable as social media hopefuls create, tailor, and pursue the transaction of their content for commission. However, there is skepticism regarding this choice of income in the digital age. Despite the appearance of online success, many people argue the true effectiveness of a shift from rudimentary employment; is influencing truly as simple, attainable, and reputable as it appears? Further, do Influencers truly deserve the status that we provide them? 

With the current abundance of online platforms and the convenience that allows nearly everyone to partake in creating and consuming media, the online world is full of opportunities for brands and companies to advertise. Seeking efficiency, they make use of a readily available resource: passionate users who post reliably and attract the attention of loyal followers. Keith Bendes, vice president of Brand Strategy at Linqia, writes in an examination for Forbes that people turn to social media seeking education on a variety of passions and interests. Bendes explains, “Prominent voices are emerging that can help the masses understand and act on this information, and these voices are becoming as trusted as professionals.” This public migration to online platforms as people seek guidance and validation mirrors the recent migration of workers into their homes, a stirring in the definition of modern education and employment that created the perfect circumstances for media marketing. Once Influencers built personas and gained followers, brands could hand-pick the candidates who matched their advertising needs. For the first time, both consumers and creators in the community could fulfill their work from any place, at any time, introducing a fresh kind of freedom. However, this system is not entirely risk-free. As Bendes states, “It’s almost like its own democratic, capitalistic society. If you don’t keep your audience engaged, you will lose the audience, and if you lose the audience, you lose the ability to make a living.” Perhaps by removing the structure of a traditional workplace, Influencers are relinquishing the stability of a reliable job. Online work, while accessible, is not dependable due to the shifting of people’s interests and activities. 

It may seem luxurious and rather carefree to create digital content from home and leave the stress of a more traditional career behind. These benefits, as well as individual passion, draw hundreds of eager media creators to chase down brand deals and boost their income. The question must then be asked; is the selection and monetization of Influencers fair? Brands and large marketing agencies take the liberty of supporting and hiring only their chosen Influencers. The downside of this hasty and divisive process is outlined by Wired in a 2023 article. “Because there is a glut of aspiring influencers and content, brands and marketers have built tools and practices to figure out who to work with and how. Prioritizing efficiency over nuance, some of these tools systematically devalue queer people and people of color.” (Hund) The industry of online Influencing has grown rapidly, recently valued at over $16.5 billion, so it seems odd that space is limited and biased in such a well-performing business. With the systematic removal of minorities from brand consideration, these creators are often left behind as their counterparts grow in success and recognition. Even the chosen and uplifted Influencers who receive partnerships are not safe beneath the guidance of a larger company. Emily Hund describes the tedious relation by stating, “Lack of transparency about how each company’s algorithms work causes many influencers and brands to operate under constant threat of their visibility—and thus, income and potential—tanking without warning.” With so many people now operating at the mercy of the internet’s unpredictable consistency, Influencers can fall out of the public eye at the discretion of an algorithm. Worse, many are barred from success altogether due to the biased and impartial nature of algorithms to ostracize minority creators. 

The reputability of a career as a full-time Influencer, those discovered and acquired by a media company or a popular brand, also warrants examination. Some Influencers achieve celebrity status, breaking over one million platform followers and generating significant revenue from online spaces like YouTube. They organize public appearances and attain countless sponsorships from marketers in skincare, fashion, e-commerce, and more. The Influencers who succeed in their profession are well-known and financially stable, and even do a lot more work behind the scenes than people may realize. As acknowledged by the Economic Times, “Influencers should develop expertise in convincing storytelling, have a good understanding of tech & platform analytics, and show expertise in a subject area, says Sunitha Natarajan, Director-Digital Strategy” (qtd. in Tandon). An understanding of online media and editing software, and the complexities of platform algorithms, is vital for any content creator to take full advantage of their opportunities. Top creators put effort into their work, but some may argue that the status of Influencing as a respectable career does not compare to more traditional choices. After all, most career paths require specific degrees and academic credentials, meaning that many students spend many years in college, internships, or licensing programs before being hired. Those hoping to become full-time Influencers are often encouraged to pursue courses in video editing, and as Sunitha Natarajan suggests to budding Influencers, “make the most of online resources and tutorials.” (Tandon) It seems odd that communities flock to online figures for advice, entertainment, and education on various topics, trusting their morals and opinions like those of accredited professionals. Influencers may realistically only have a few media courses and online tutorials under their belts, with no requirement to prove to audiences that they are qualified. The danger of Influencers growing enough to impact pop culture and societal discourse is just that; their ‘Influence’ on anyone who chooses to watch their content. In a career run by marketing agencies and viewers rather than boards of supervisors and Human Resources providers, it is difficult not to question the reputability of Influencers, or the justification behind their success, status, and public adoration. 

At its barest, the career of a professional Influencer appears both admirable and arduous in turn. There are obstacles like undeserved discrediting and marginalizing, a fight to be noticed, and the constant risk of losing it all. Those who win against the systems can achieve the peak of relevance and wealth, sharing their material or philosophy with the world. However, it is crucial to consider how many people were left behind and mistreated in the process of raising those lucky few; is it fair to allow bias in our support of people? Is it fair to give such wealth and power freely to content creators who may be underqualified? Is it moral for viewers and media companies to spur the migration of everything valuable into an online setting? The next time you view the content of an Influencer, try to see past the screen, and consider for yourself what the industry is truly worth.

Works Cited 

Sekhar, – Metla Sudha, et al. “Planning a Career in Social Media Influencing? Here’s a Detailed Guide to Making It Work.” The Economic Times, economictimes.indiatimes.com/jobs/fresher/planning-a-career-in-social-media-influencin g-heres-a-detailed-guide-to-making-it-work/articleshow/107594712.cms?from=mdr. Accessed 23 Sept. 2024. 

Hund, Emily. “Influencer Is a Real Job. It’s Time to Act Like It.” Wired, Conde Nast, 15 Feb. 2023, www.wired.com/story/emily-hund-influencer-industry/. Accessed 23 Sept. 2024. 

Bendes, Keith. “Council Post: The Business of Being an Influencer: Is It a Respectable Career Choice?” Forbes, Forbes Magazine, 12 Aug. 2024,www.forbes.com/councils/forbescommunicationscouncil/2022/05/06/the-business-of-bei ng-an-influencer-is-it-a-respectable-career-choice/. Accessed 23 Sept. 2024.