Although there are theories that artificial intelligence and development of synthetic media will be a nail in the casket for internet creators, the data looks optimistic.
– Influencer marketing Benchmark Report shows that the estimated value of the global influencer marketing market was $ 24 billion last year. This year, according to forecasts, it is expected to amount to 32.5 billion – emphasizes Artur Nalepko, Head of Influencer Management at Rokmates. – I do not see a meaningful argument for the thesis about the end of the industry. There are more and more agencies, there are more and more creators, and the media budgets are growing.
Read also: They do not exist, but they earn real money. Vtubers are taking over the internet
Influencer marketing – a simple way to easy money?
Influencers' earnings arouse a lot of emotions, but you have to remember that professionalization requires more and more financial outlays. To earn, you must first invest.
– Behind the greatest influencers is the staff of people today – emphasizes Krzysztof Żyła. -These are installators, operators, managers, and PR specialists. These are already small companies that work at a very high level.
This is confirmed by Maciek Piskorz, an illusionist who has built an established position in social media within five years. Several people work around his activities. – Maybe it sounds nice that you earn 50,000 PLN per month, but in some cases costs may be, for example, 40 thousand. zloty – he explains.
– On average, the creator of short video forms “full -time” performs from a dozen to several dozen paid cooperation a year. The output rate is about two to four thousand. PLN net. This is due to a simple calculation – To make a living from it, the creator must realize an average of 2-4 such cooperation per month. However, this is a basic rate and there is nothing to count on realization with a more recognizable influencer at this price – explains Artur Nalepko.
The expert adds that the best creators in their thematic category rarely cooperate for less than 10,000. PLN net and the upper limit is very difficult to determine. – Building an image is a bit like running a microfirma – it requires many sacrifices, but It can result in up to a seven -digit annual income.
What does the influencer earn on?
The main sources of influencer's income? For Kuba “Coochar”, the Przeździecki source of income are the source of income mainly advertising cooperation. Maciek Piskorz mentions monetization on Facebook and YouTube, advertising cooperation and Live performances. This can give a total of tens of thousands a month, but requires a lot of experience and recognition.
However, balancing between organic and advertising content requires sensitivity. The recipients quickly sense falsehood and poorly selected cooperation. – Treds are not everything today, and influencer is not a billboard – emphasizes Krzysztof Żyła, co -founder of the ROKMATES agency. – This is a relational work that requires bond with recipients, not just uploading sponsored content.
– Of course I do not want to make an advertising pole – emphasizes Kuba Przeździecki. – On the other hand, sometimes when I hear that the creators are touched by throwing advertising, I think it's a bit like pointing out to someone, that someone takes overtime and gets extra money for it – he adds. – Advertising material requires additional work, including a more extensive scenario and possible corrections. Often, a operator and editor are also needed to prepare it.
Various paths to success
Contrary to appearances, there is no single recipe for success in social media. – There are creators who come from technical facilities – they can make qualitative films, edit, build storytelling – says Artur Nalepko. – But there are also people like Kinga Wierzbicka, who in eight months won half a million followers on Tiktoku, being simply themselves.
Is gaining more and more important UGCi.e. content generated by users, created on behalf of brands, but not published on influencer profiles. – This is a great solution for companies that want to create materials adapted to social media quickly and cheaply – explains Artur Nalepko. – Such a creator does not have to have a large range, because the format, creativity and the ability to give the character of the brand count.
The entrance barrier differs between platforms. While YouTube is a place where the entry threshold is rising, with short forms of other platforms the tendency is the opposite. – Tiktok reduced this threshold to a minimum. Just press “Record” – says Krzysztof Żyła. He also adds that By raising new creators by algorithms, it is easier to appear on this platform.
Kuba Przeździecki recalls that he has defended himself for a long time against Tiktok. – One evening I downloaded the application and found that I would just upload a video. And then it fired. I think that thanks to this application I am where I am.
Read also: YouTube career? The expert reveals how and how much you can earn today
Social media can be ruthless
The biggest challenge for influencers is the instability of this profession. Platform algorithms can stop promoting someone's content overnight, and the competition is constantly growing.
– platforms They benefit from the rotation of the creators. This allows them to maintain a central position and control – notes Krzysztof Żyła. – Thanks to this, they can dynamically promote the most income and engaging channels, while quickly adapting to changing trends and user preferences.
Maciek Piskorz, who started during the boom of vertical formats, admits that today it would be much more difficult for him to break through. – If I had any advice for people who would like to start online, I would recommend caught the opportunity as soon as they appear. Every few years a new platform appears, and with it a new chance of existence. This is a short window in which it is easy, it is getting harder later.
Is the Influencer profession a future?
– You have to be prepared for the fact that no one will be known forever – warns Maciek Piskorz. – I think The average influencer life cycle is about eight years from the moment of entering the stage. It is important to best use the opportunity you got.
However, he recommends caution to young people who see the main career path in influencer marketing. – Being an influencer for being known just a bit is pointless. I entered the Internet with a specific mission – to interest people in the art of illusion. And I do it consistently by building my community.
– Maintaining the attention of the recipient can have many roads – from technical tricks, through charisma, to an interesting message – but regardless of the style, reliability and professionalism count – says Krzysztof Żyła. – Before we decide on constant cooperation, we do several projects with the creator to see how to work together. Even great content is not enough if there is a lack of understanding of business realities. We had to part with influencers who were unstable, treated managers badly or had a claim approach. Healthy cooperation is a very important thing for both us and our clients.
