This story was originally published on Passionfruit.
Most people post on social media from time to time. Some people build up enough of a following to pique the interest of brands and start to make money off their posts. A small percentage will make enough to quit their 9-to-5 and pursue content creation full-time. However, a growing number of so-called “influencers” are rejecting this move, even when their follower count indicates they could be earning enough off social media alone. Instead, they are opting to keep their day jobs, and, for some, it’s proving lucrative.
Business of Fashion recently wrote about the rise of influencers who juggle social media with more typical day jobs, advising brands to take note and work with them. For a growing number of followers, the appeal of watching creators perform a life of luxury is fading. Instead, there’s a growing class of creators that are valued more on their accomplishments off of social media than their online following. For brands, these creators bring with them not only the credentials of their 9-to-5 but also an engaged network of followers to tap into.
These are people who may not have “influencer” at the top of their CV. Yet, videos about people’s professional lives have become wildly popular across social media, from days-in-the-lives of certain occupations to break downs of the ins-and-outs of a job. Baristas, retail workers, and delivery drivers have become overnight social-media sensations. For some of these creators, their social media side-hustle can start to overtake their actual paychecks, with brands looking to cash in on very specific customer bases. In a world where social media influencers have infiltrated our daily lives as well as popular culture, the influencer-worker can be a refreshing change in an industry crowded with carbon-copy creators.
