Grace Mongey Gernan, a 36-year-old influencer, has been creating content on social media for 14 years. She started out as a make-up artist and gradually built a following on platforms like Facebook, YouTube, and Snapchat. Despite not following trends or striving for viral fame, she has managed to maintain a loyal audience of 137,000 followers on Instagram.
The term “influencer” wasn’t even a thing when Grace started, but now it has become a lucrative career path for many. Influencer farms in Asia and YouTube camps in the US are generating billions of dollars in revenue. In Ireland, there are even university degrees focused on content creation and social media.
The rise of influencers has disrupted traditional forms of media and advertising. Companies are now looking towards online personalities to reach younger audiences and promote their products. This shift has caused some debate, with questions arising about the qualifications and experience needed to become an influencer or media personality.
Podcasting has also emerged as a popular medium for influencers to connect with their audiences and generate income. Successful podcast ventures can lead to mainstream fame and significant financial rewards, as seen with The 2 Johnnies, former 2FM broadcasters who shared directors’ pay of over €400,000.
The trend of influencer marketing has created new opportunities within the corporate world. Employees with strong social media skills are now considered valuable assets for companies looking to engage with online audiences. This shift towards employee-generated content highlights the importance of understanding social media platforms and trends in today’s digital landscape.
While the concept of influencers may seem modern, the idea of influencing has been around for centuries. From renowned potters like Josiah Wedgwood to celebrity endorsements in the 1980s, influencing has evolved with the rise of social media and digital platforms.
Influencers like MrBeast and Olajide Olantunji are among the top earners in the industry, with millions of dollars in earnings from their online content. While Irish influencers may not reach the same financial heights, they still have the potential to earn significant income through collaborations and sponsored content.
For aspiring influencers, the path to success may seem daunting with the increasing competition and pressure to create engaging content. However, experts like Lynn Hunter believe that there is room for micro and nano influencers to make an impact with their niche audiences. Quality content and authenticity are key factors in building a successful online presence.
Despite the financial rewards, being an influencer comes with its challenges. Elaine Cruz, a Dublin-based make-up artist, shares her experience of dealing with online trolls and backlash. She emphasizes the importance of staying true to oneself and being selective about brand partnerships.
As influencers continue to shape consumer trends and influence younger audiences, concerns have been raised about the impact of social media on children and teenagers. Ministers in Ireland are considering bans on social media for under-16s and smartphones in schools to address issues like cyberbullying and exposure to harmful content.
Overall, the rise of influencers has transformed the media landscape and created new opportunities for individuals to build careers based on their online presence. While the influencer market continues to evolve, it is essential to prioritize transparency, authenticity, and responsible content creation to ensure a positive impact on audiences and society as a whole.