End of an Era: Saying Goodbye to Traditional Social Media Influencing

The fascinating new frontier of social media influence has emerged in an

internet age where one post can start a worldwide trend and a TikTok

video can make an average person famous in an instant. What started

as an individual platform for sharing selfies and favourite products has

transformed into a powerful marketing juggernaut, altering our methods

of connection, consumption, and production.

In the early years of social media influencing, platforms such as

YouTube were among the first sites that established the groundwork for

social media influence. Most influencers were bloggers or youtubers that

specialised in topics such as beauty, fashion, and tech. Influencers were

valued because of the genuine feeling of community they fostered and

their deep honesty. Individuals looked up to early influencers because

they felt as though they knew them and trusted their judgement due to

most of them being regular people with the confidence to pick up a

camera and talk.

Coming into the mid-2010s, Instagram became a dominant platform for

influencers, particularly in the fashion, beauty, and lifestyle sectors. The

influencer aesthetic and visual content both rose to popularity in the

culture of social media. More and more sponsorships and collaborations

emerged as brands realised influencers could be a powerful marketing

tool. Affiliate marketing, product placements, and brand collaborations

became major sources of income for influencers. Travel, fitness, food,

and gaming are just a few of the categories that influencers have

branched out into. Influencers have also taken to using Twitter and

Snapchat to provide a variety of information and interact with their

audiences.

Moving on to the late 2010s to the early 2020s, the influencer market

became saturated, making it harder for new influencers to gain traction.

Audience scepticism also grew as followers questioned the authenticity

of sponsored content. Brands shifted focus to micro (10k-100k followers)

and nano-influencers (1k-10k followers), who often have higher

engagement rates and a more dedicated, niche audience. These

influencers were seen as more authentic and relatable. Particularly

among younger generations, TikTok became a formidable platform.

Because of its algorithm, up-and-coming influencers might become

famous quickly, levelling the playing field. It all comes down to video

material, especially short-form videos. TikTok and Instagram Reels

gained traction, while YouTube’s prominence remained stable.

In the current space of social media, influencers are increasingly

transparent about sponsored content and partnerships to maintain trust

with their audience. Authenticity remains a key factor for influencer

success. Influencers can connect with their followers in real-time through

live streaming on platforms such as Twitch, Instagram, and TikTok,

which helps to build a stronger community. The popularity of interest-

based vertical platforms and niche communities is on the rise, this can

be seen through the growing number of podcast communities such as

Barstool Sports by Dave Portnoy and Unwell by Alex Cooper.

The development of social media influence mirrors larger shifts in digital

marketing, customer habits, and technology. As new platforms, tools,

and social trends emerge, influencers’ methods of engaging with their

audience and monetising their material undergo constant evolution,

however the core concepts of authenticity and community stay constant.