This Is How Fast Influencer Marketing Is Changing
This Is How Fast Influencer Marketing Is Changing

Unveiling the Path to True Online Influence: Going Beyond Perception

In today’s digital landscape, the allure of becoming an influencer is undeniable. The process seems simple enough—capture a quick video, snap some selfies, pile on those Instagram hashtags, and presto! You’re an influencer, right? However, the reality of evolving from a content creator to a true influencer is far more intricate than this superficial perception. Even marketers, who often perpetuate this notion, fail to grasp the depth of effort required to ascend the ranks of influence. This article delves into the nuances of influencer evolution, shedding light on the journey from content creation to genuine influence, backed by insights from the Creator Monetization Report 2017. Let’s navigate this path together, understanding who these creators are, how they produce content, and how they monetize their efforts as they build their sphere of influence.

Unmasking the Creators: A Glimpse into Workloads Across Platforms

A noteworthy revelation is that modern content creators are not confined to a single platform. They span across various media to engage their audiences effectively. Let’s break down the different categories of content creators and their versatile content strategies:

  1. Bloggers: An astonishing 36 percent of bloggers delve into video content, while 17 percent explore live video streaming and eight percent venture into podcasting.
  2. Video Creators: Among video creators, 26 percent complement their video content with blog posts, 24 percent experiment with live video, and seven percent venture into podcasting.
  3. Podcasters: The podcasting domain also exhibits diversity, with 55 percent of podcasters supplementing it with blogging, 40 percent experimenting with video, and 31 percent incorporating live video.

With an average of seven monthly blog posts, creators are maintaining an impressive output. Bloggers, in particular, tend to surpass this average, publishing around nine times per month. Additionally, bloggers are prolific across various media channels, including podcasts (twice monthly), live video (twice monthly), and pre-produced video (four times a month). This strategic frequency translates to a potential publishing schedule:

  • Week 1: Two blog posts, live video feature, and a video aligning with a blog post.
  • Week 2: Two blog posts, a podcast episode, and a video promoting blog content.
  • Week 3: Two blog posts, one live video, and one edited video.
  • Week 4: Three blog posts, including one linked to a podcast episode, and a video clip promoting the podcast.

In essence, a minimum of four content pieces is churned out each week, marking a robust content schedule.

The Ascent Continues: Rise of Influencer Content Creation

Creators are not content with their current output; they’re driven to amplify their content production across various media. The coming year will witness an increase in publication frequency across the board:

  • Video: A staggering 74 percent intend to enhance their video output.
  • Blog Posts: A notable 66 percent plan to publish more blog posts.
  • Live Video: 58 percent are looking to up their live video production.
  • Podcasting: 34 percent plan to release more podcasts.

This ambition aligns well with the audience’s appetite for video content, with a resounding 96 percent of US teens engaged in YouTube content consumption, averaging two hours daily. To leverage this trend, creators are also turning to Stories on platforms like Instagram, Snapchat, and Facebook, offering new avenues to engage their audience.

Nurturing Audiences Through Email: The Power of Direct Connection

Content creation is just one facet of a creator’s journey; engaging and maintaining an audience is equally vital. While metrics like site traffic and social media following are commonly examined, one powerful but often overlooked audience base is the email list. Successful creators rely on a loyal email audience for organic reach, making email a potent means of communication.

At Convince & Convert, we’ve honed our email strategy, moving from frequent weekday emails to a more focused approach with the “ON” email sent every Sunday. This approach reflects the standard frequency of one weekly email to subscribers, with the addition of one or two monthly emails featuring specific content or products that offer value in exchange for attention.

When integrated into a creator’s content production schedule, the process shapes up like this:

  • Week 1: Content production plus one email to subscribers.
  • Week 2: Content production plus one email to subscribers.
  • Week 3: Content production, plus two types of emails to subscribers.
  • Week 4: Content production plus one email to subscribers.

Forging Authentic Connections: Community Engagement as a Key

Becoming a capital “I” Influencer goes beyond surface-level content. It requires a genuine ability to engage and influence an audience. Establishing this level of influence demands investing time in cultivating a community, understanding them, and being a constant presence beyond standard posts. Influencers must strike a balance between credibility and approachability to maintain a thriving community.

Dedicated daily hours are essential for effective community management, including activities such as:

  • Responding to comments, messages, and emails.
  • Engaging with community content.
  • Expanding the network through following and interaction.
  • Active participation in niche or like-minded groups.
  • Sharing own content and content from others.

On average, creators need to allocate seven to ten hours weekly (at least one hour per day) for effective community management.

Monetization Unveiled: The Diverse Revenue Streams of Creators

A surprising 28 percent of creators surveyed in the Creator Monetization Report do not generate revenue from their content. On the flip side, 29 percent rely solely on online content as their primary income source. Interestingly, while a majority (62 percent) of creators remain dissatisfied with their monetization income, revenue continues to rise year after year.

Advertising remains the leading revenue stream for creators, followed by affiliate commissions, brand deals, and sponsorships. The dynamic landscape of influencer marketing lacks a standardized rate card, with rates influenced by creator type, post quantity, duration, and engagement metrics.

In conclusion, the journey from content creator to influencer is an intricate process, demanding dedication, diverse content production, active community engagement, and savvy monetization strategies. By understanding these underlying dynamics, both creators and marketers can navigate this landscape with a clearer perspective, appreciating the depth of effort invested in each influencer’s ascent to true online influence.

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