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Social Media Influencers: A Skin-Deep Industry?

An advertisement by local micro-influencers agency, Faves Asia infuriated many for a few reasons but none of the offences were as great as misrepresenting the influencer industry as an easy road to fame and wealth. The video was taken off within days after overwhelming lash backs.
While one spends hours incessantly scrolling through social media gawking at the picture perfect lush lifestyles of influencers, it can be hard to refrain from thinking that a pretty face and a little bit of luck are all that it takes to be one of them. However, the reality is often much more different from our wishful imaginations. So, what are the three fundamental qualities of a successful social media influencer?

Identity

If you want to be known for everything, you’ll be known for nothing. – Dan Schawbel

To move beyond merely being a forgettable pretty face on Instagram, one needs to establish a distinctive online persona. This requires the influencer to have a clear sense of direction in content creation and to establish a reputation as the reference point for a single or a collection of interests. As such, a true influencer also creates waves and not merely ride on fads with generic content. This requires an intricate balance between being avant-garde and attuning to current market preferences.

Likability

A good influencer maintains their likability by putting time and effort into building trust and rapport among followers, clients, and other influencers in the industry. – Copyrise

On top of looking good and being creative, it’s important to have an amicable personality. When it comes to monetising the influence, influencers need to establish a healthy working relationship with brands and businesses. With the mushrooming of micro-influencers, it’s a buyer’s market. Given the same extent of influence, businesses and agencies will always go with those easier to work with over divas. It’s commonsensical to have common courtesy, especially when an influencer’s key criteria is to be likeable.

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