Top 3 Influencer Myths Debunked

Influencer Myths Debunked | Babbleboxx

For the past decade we have witnessed a metamorphosis in the workplace. The change has been led by millions of independent content creators who have turned their professional training, hobbies and passions into more than just careers. They have founded a new model for business – one in which you can work from anywhere, at any time and that requires no specific degree or formal training. These content creators are influencers, sharing their knowledge, expertise and experiences with ever-expanding audiences in ever-increasing niches.

Yet no matter how hard they hustle, influencers are stuck in a vortex of scrutiny from the media, corporations and even at the community level. It’s not a new story. If you put yourself out there, you open yourself up to public opinion. The criticism is often more negative than good and at times erring on the ugly. Especially when headlines tout that brands are being fooled by influencers with fake followers and warn consumers that these social stars are not trustworthy.

In light of these news accounts, we set out to prove that not all influencers are created equal, a comment we love and borrowed from Ashley White of The Stylo Rouge, and here’s what we discovered.

 

Influencer Myths Debunked | Babbleboxx

Myth #1: Influencers Don’t Work Hard for the Money

“We’re not just sitting around taking selfies,” says Jenny Wu, author of lifestyle blog Good, Bad and Fab. “If you take a peek into a day in the life of an influencer you will find that many are working 40+ hour work weeks and managing multiple roles to get the job done.”

According to Mona Corona, the truth is that “it is more than just snapping a photo on our phones.”

A lot more.

“We often begin by researching the brand’s existing content so that it fits with their aesthetic, then we find a location and props to shoot, and spend time making ourselves look camera-ready. Most of us are enlisting a photographer or using a tripod with a DSLR camera to ensure our photos are professional and up to standard, and take many photos to find the perfect one. Then we spend time editing the photos and, finally, writing the caption, researching hashtags, and promoting the content to our audience,” explains Corona.

And this doesn’t factor in the business management side of being an influencer. Sophia Clark says “Each influencer is a BOSS! They hustle and grind all day having to create new and interesting content for each of their followers, constantly answer questions and emails, juggle multiples aspects of their business- they are the CEO, accountant, marketer and business developer of their brand.”

And isn’t it a goal of any business to be profitable?

*photo credit Pretty in the Pines

 

Influencer Myths Debunked | Babbleboxx

Myth #2: Influencers Don’t Deserve to Get Paid

For many like Amy Groves, the number one misconception is that influencers don’t need to be paid. The truth is working in kind for products does not pay the bills and expenses do add up for content creators.

Malika Bowling breaks it down further: “Influencers need tools such as a good host provider which costs a minimum of $30 a month, tools to schedule content like Tailwind ($10/month), video creation software ($39+/month), photo editing software and email list management tools ($10-$200+/month).

And those are just the basic maintenance fees. Each project or assignment has its own unique set of expenses whether it’s travel, talent, prop or prep related. Consider what it takes a food brand or publisher to create an original recipe for a magazine or website. There are ingredients to purchase plus a team consisting of recipe developers, editors, photographers. Depending on the scope, this can accrue to thousands of dollars and even then, it doesn’t include any of the resource costs associated with content distribution or promotion.

*photo credit Lovely Silvia

 

Influencer Myths Debunked | Babbleboxx

Myth #3: Influencers Are Not Trustworthy

Unfortunately the underlying sentiment persists that influencers are unprofessional and will cover just about any story just to get free products. There’s no denying the fact that treasures make their way to your desk when you’re in the media, but this is par for the course, regardless of if you’re an influencer, journalist or reporter. Integrity is up to the individual.

More often than not, we encounter situations at BabbleBoxx where influencers forego working on campaigns, regardless of compensation or product value. The reasons are many but most often it’s to avoid conflict with another longer-term brand partner, ensure the theme fits within their editorial calendar and that the product(s) matches their aesthetic and personal preferences.

In fact this past holiday season, two influencers opted out of a promotion which featured sheets from Brooklinen (starting at $129), a robotic vacuum from Ecovacs (starting at $149) a smart music playing lightbulb from Sengled ($49.99) and more. So clearly, fair pay or swag doesn’t always equate to lack of integrity or professionalism on the influencer’s part. In fact, the passion for the craft is real for so many like Ashley Ryan, who assures she only share products that she truly loves and uses on a daily basis.

Suffice to conclude that any influencer who is serious about their brand/business will align themselves with products and brands they are passionate about and feel good talking to their readers about. “If that weren’t true”, adds Dorian Smith-Garcia from the Anti-Bridezilla, “then influencer marketing wouldn’t be as prevalent or successful as it has been to date when compared with traditional marketing initiatives”.

 

What are some other myths about influencers that you’ve heard?