Social media influencers, like those on TikTok, Instagram or YouTube, use their online presence to share content and opinions, often promoting products or ideas to their followers. They have the power to influence others because of their popularity and credibility in a specific area.
These influencers can be divided into two main types: celebrities who use their fame to create a massive following, and those who make a living by creating content for their social media accounts. While the former isn't surprising, as people have been fascinated by celebrities for centuries, the sheer number of followers is staggering.
Take Khaby Lame, originating from humble beginnings in Senegal and Italy, has the most Instagram followers in Africa and, as of June 2022, the highest TikTok following, worth over $15 million.
Literacy, Numeracy, Digital Skills & Personal Finance
Social media influencers heavily depend on their digital skills to navigate and utilise the apps and technology they work with. Yet, financial management is equally crucial for their success, as many influencers invest significantly in content creation, so need an understanding of income and expenses. Additionally, literacy plays a vital role in effectively communicating their messages and content.
Accountability, Empathy, Being Entrepreneurial, Resilience
Influencers must possess a deep understanding of their followers and empathise with their lives to comprehend the impact of their content. They need resilience to persist in growing their online following despite setbacks and time-consuming efforts to create attention-grabbing content. Collaboration skills are essential as they work with brands and other content creators, requiring effective teamwork. Although the specifics of an influencer's work may vary, they share common attitudes and behaviours that are crucial to success.
Aiming High, Attention to Detail, Communication, Problem-Solving, Staying Positive, Teamwork
The skills of influencers are often those vital in a lot of marketing and communications jobs:
Business, Finance, Systems, Processes & Tools
Influencers frequently use platforms like Instagram and TikTok, so understanding how these organisations operate is crucial. While followers and content are essential, it's sponsored posts and subscribers that generate income for influencers.
They need to identify potential sponsors since a sponsored post can earn them substantial sums from advertisers. Additionally, income from personal appearances, promotional deals, endorsements, and advertising plays a significant role in an influencer's earnings.
Sector-specific elements of understanding required for the individual's role.
Influencers have to master various digital tools for their job. They must learn how to create engaging posts, build a strong follower community, and increase their followers using algorithms.
While influencer skills aren't typically learned through formal education, they're still incredibly important. Influencers need to continuously adapt in the rapidly changing world of social media to keep making a living. Creativity and entrepreneurial thinking are among the most crucial skills for influencers and are essential for success in this field.
