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5 Things to Know About Influencer Marketing in 2021

Oct 11, 2021

Photo Credit: Photo by Diggity Marketing on Unsplash

5 Things to Know About Influencer Marketing in 2021

1. WHAT IS IT?

If you’re an aspiring rock star, the term “influencer marketing” may not seem very sexy. But if you enjoy eating food and paying your rent, it’s worth learning a little about it. Basically, influencer marketing is when a brand leverages your social media presence to promote products and services. It’s evolved a lot over the last few years. 

For one thing, more brands are dialing up the amount of their annual budget they spend on influencer marketing. By the end of 2021, influencer marketing is expected to be worth $13.8 billion. That’s a lot of guacamole. With 75% of brands allocating some portion of their marketing budgets to influencer marketing, there’s a bigger pool of dollars out there than ever before, and that means there are increasing chances for you to get your hands on some.

2. SMALL IS THE NEW BIG

Don’t worry. If you don’t have a huge number of followers, that doesn’t mean you aren’t a valuable spokesperson for brands. In fact, micro-influencers--people with small but intensely devoted followings--have emerged as highly valuable and sought-after because of the impact they can have on sales. It depends less on the number of followers you have than on how intensely your audience relates to your content. 

For example, if someone has a million followers, they might not be a great fit for a brand that sells a niche product, like gluten-free cookies. Whereas if you only have 30,000 fans but you talk about gluten-free foods in all your videos, and fans are interacting with that content in authentic ways, you could end up generating a lot more revenue for a company that makes crackers out of carrots. 

3. BE REAL. 

One drawback of the explosion of influencer marketing is that many creators are cashing in. But your fans can tell when you’re shilling for a paycheck. The only reason you’re valuable to a brand is because you have forged a relationship with your audience and that bond is based on something real: a shared interest. Whatever your topic is--whether it’s music, dance, food, comedy, or something else, if you stray outside the boundaries of your own authenticity for a quick check, you may end up losing your fans, and then you have nothing at all. 

So yes, endorse products you use and love and believe in. But think of your career in the long-term. No matter how tempting it may be to cash in, never betray the trust your viewers have placed in you.

4. BE HAPPY IF YOU’RE ALMOST FAMOUS

In the old days, most big endorsement deals went to celebrities. While the line between a celebrity and an influencer has gotten blurrier, there are still differences. LeBron is a celebrity. Tyler Oakley is an influencer. You can argue that Tyler Oakley is also a celeb, but the difference is that Tyler Oakley isn’t going to play for the NBA. In other words, he’s more of a “normal” person who we can all relate to; it’s much easier for us to identify with people who are similar to us. 

In the case of micro-influencers this difference is even more clear because micro-influencers aren’t on the back of cereal boxes and don’t usually have mansions or 20 Maybachs. Most influencers are regular, people who share their passion for a specific topic with like-minded individuals. That’s why their fans trust them. Brands have begun to take advantage of this. But the power is still with you. And your value still begins with being yourself. So while you may earn a decent living and have quite a few followers, never forget that you are not Kanye West. (Unless you are in fact Kanye West, in which case, we apologize Mr. West, and thank you for reading our humble blog.)

5. DON’T STOP CREATING

If you want a long career, it’s not enough to be an influencer. You have to be a creator. What’s the difference? As a creator, you’re not only sharing ideas and opinions, you’re making original content. Whether you’re a singer, dancer, chef, comedian, storyteller, photographer, videographer, or a performer who combines all of the above, if you create high-quality, original content, that can be more important than how many followers you have.

That’s where pearpop comes in. Our goal is to empower creators and support you with all the tools you need to grow and prosper. That’s why we built a framework for a vibrant creator community with multiple avenues for collaborating. Most importantly, pearpop makes it easy to monetize your social capital. Because we believe great content has value. Sometimes it’s art. Sometimes it’s just fun. But it all deserves to be recognized. And if you can make something that strikes a chord in another human being, you can definitely offer something more important to brands than just numbers.




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