The New Age of Influencers: Embracing Authenticity
by Abby Wilbanks
In the quickly evolving landscape of social media, one common denominator remains throughout all of the shifts and trends: the influencer. Traditionally, and up until recently, these have been celebrities. Recently, however , social media has been shifting in a different direction. With apps like TikTok, creating a platform for yourself is easier and more accessible than ever before.
Increasingly, everyday individuals are finding fame through social media, steering attention away from inaccessible lifestyles promoted by celebrities and instead, towards authenticity and relatability. Let's delve into how the influencer landscape is being redefined by the emergence of everyday influencers.
Nurses, college students, baristas, and stay home moms are just a few of the new influencers you might see flooding your platforms these days. Often, they grow their followers by being down to earth, original, and by sharing day to day looks into their lives. A great example of one of the most successful new age influencers is Alix Earle. She started off on TikTok by doing “get ready with me” videos, discussing her life and experiences as a student at the University of Miami. People loved her storytelling, chaotic lifestyle, and overall transparentness. We saw her quickly start making money from her platform as her followers grew, gain big brand deals, and go on influencer vacations. Now, we are watching as she dates a high profile NFL player and attends the Oscars! While she is one of the most popular “regular” influencers to take off, she is not the only one. There are thousands of people who live very regular lives that are growing their following. It has become as simple as this: anyone can be an influencer.
With the “everyday influencer” trending, we are also seeing a spike of influencers that attract very niche audiences. Considered “micro influencers,” they have smaller followings than “macro influencers,” but are typically very tapped in with their followers, so certain brands will want their endorsements. Think stay at home moms using Dawn Powerwash in their videos, or your favorite nurse-influencer using a specific brand of Matcha in a pre-shift video. Their authenticity and credibility within their niche often results in higher levels of engagement and conversion rates, making them a valuable asset for brands looking to establish a more genuine and impactful presence in niche markets.
I do not see this trend slowing down any time soon – in fact I see it only ramping up further! Whether you like to cook, groom dogs, arrange flowers, or make homemade wreaths, you’ll find a space for everyone in this ever-evolving landscape. Your average Joes have taken the spotlight, leaving celebrities to fight for their relevance online. I find this to be an exciting shift in the social media world, making way for more genuine interaction and engagement, and seeing people like yourself behind the screen.