Is Instagram influencer a career?

'Some people really consider [becoming a social media influencer] as a career because they're really passionate about it, but at the same time there's some risk, and lots of challenges in doing it.

this.deakin.edu.au - Want to be a social media influencer? These careers are for you | this.

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Fancy the thought of making a career out of sharing your rock-hard abs, fashion know-how, idyllic holidays or make-up tips with the world?

Yes, becoming a social media influencer can be the stuff of dreams. Who wouldn’t want to whip up some fun YouTube videos in the kitchen, or swan around a tropical beach while people send you free stuff or pay you to post?

Alas, in the world of social media, not everything is always quite as it seems. Some influencers, such as Australian fitness blogger Kayla Itsines (11.8 million Insta followers) are killing it. But for many mere mortals, creating a full-time ‘influencer’ career is an extremely time-consuming, risky slog.

Why influencers are hot property

‘At the moment when we talk about digital marketing, influencer marketing is part of that mix, which is very important in promoting, selling and communicating particular brands,’ says Dr Earvin Cabalquinto, who teaches digital marketing in Deakin’s School of Communication and Creative Arts. He says there are three levels of influencers: the micro, with 1000+ followers; the macro, with 100,0000+; and celebrities, who usually have millions of followers. (Aussie star Chris Hemsworth has a casual 38.3 million Instagram fans). The appeal of becoming an influencer? ‘It’s screaming fame and fortune,’ Dr Cabalquinto says. After all, platforms such as YouTube, Instagram or Facebook do offer a real opportunity for creative people to start building, or growing their audience. (Comedian Celeste Barber’s ‘modelling’ shots on Instagram have earned her 6.1 million followers).

But becoming a social media influencer can be risky business

Is becoming an influencer even a ‘real’ career?

‘Some people really consider it as a career because they’re really passionate about it, but at the same time there’s some risk, and lots of challenges in doing it,’ Dr Cabalquinto says. One thing is for certain: behind any influencer success story is a hell of a lot of hours spent behind the keyboard. ‘You can be working 24/7 and that’s another issue. We have reports of burnout of influencers,’ Dr Cabalquinto says. There’s also the risk of exploitation, via companies who may want to pay you too little – or not at all – for your hard work. Sometimes a company can simply pull out of a deal at the last minute, leaving you high and dry. You can’t pay your rent with free clothing or make-up. As with any solo business, you’ll also need to work out how to get by without holiday pay, sick pay or superannuation. And a social media platform could change its algorithms at any time, making it harder for you to succeed.

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