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The Rise of Influencers

By: Diana Meave


Influencers face constant pressure to produce high-quality, engaging content that resonates with their viewers. Brand partnerships and event outings help them to help diversify their revenue streams. Influencers are forced to innovate if they want to stay relevant.


While social media users may only see their curated feeds and sponsored content, behind them lies delicate dance between authenticity and commercialization. The growing accessibility of content has introduced us to an era where storytelling and moneymaking are now available to anyone. 


This has empowered individuals to share their unique voices with audiences across the globe, fostering a global community that celebrates authenticity. 


Users who are true to themselves stand out through their content’s raw and unfiltered nature. TikTok beauty influencer, Alyssa Salazar, notes her authenticity pays off. 


Pre-planning content always seems to go awry, but being her most authentic self seems to land the best with audiences, Salazar said.


Candid influencers resonate with their audiences, which allows influencers to build trust and loyalty by staying genuine in the digital realm that is so often oversaturated with superficiality.


Some influencers have been accused of being untrustworthy and shady, causing them to lose credibility.  TikTok beauty influencer Mikayla Nogueira faced intense backlash when she was accused of wearing false eyelashes while promoting the effects of a L’Oréal mascara in January 2023. 


Influencers also come with the rise of niche communities, with their own micro-influencers, which have further reshaped the influencer landscape. These more specific communities allow influencers to create even deeper connections with their followers, creating highly engaged audiences with shared interests. 


In recent years, brands have been turning to micro-influencers to reach these demographics for more targeted collaborations. 


The way that algorithms are constantly changing can benefit some influencers. Social platforms are evolving, introducing new features to ensure users have versatile tools to connect with followers. Content that prioritizes high-engagement opportunities typically excels on digital platforms. 


Content creator Victoria Madrigal extends her knowledge by advising individuals looking to get into influencing to look at things, not necessarily for what they are, but for what they can be in order to find success. 


Influencer marketing has transcended any and all expectations due to the impact digital creators have on the masses. The authentic connections influencers have with their audience present a unique opportunity for brands to reach consumers in a way they have never been able to before. 


Trust and credibility are key drivers in influencer marketing. Unlike traditional advertising, which often feels forced, influencer marketing feels more like a recommendation from a friend. 


The rise of influencers within the digital landscape has reshaped how we consume content, products and engage with each other. What began as a small movement on social media has turned into a multi-billion dollar industry, all due to the authentic connections created between influencers and their respective audiences. 


Content creators have transformed the digital landscape, challenging traditional ideals in a world where innovation is key. One thing is clear: influencers will continue to play a significant role in shaping the world around us.

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