Being Liked Pays: How Influencers Have Turned Popularity Into Profit

Internet popularity used to mean having a lot of followers, but it has since turned into something much bigger.  Social media has provided countless opportunities for people. Not only does it provide users with a platform to demonstrate their personal creativity, but it also creates opportunities to build a brand, launch a new product, and even allows thousands of individuals to turn their social presence into a full-time job. Having a large following is no longer just about being liked; today, it is about creating opportunities, and for some, it's paying off in a big way. Influence has completely changed the way that we view success online.

Photo by Ron Lach

Why Do Brands Love Influencers?

Traditional advertisements, like TV commercials and radio ads, no longer have the same impact that they once did. Most people tend to scroll past ads and tune them out, and some have even gone as far as to install ad blockers. However, when your favorite influencer shares a product that they love, it feels personal. The kind of trust between influencers and followers cannot be created through a billboard. When someone that you view as a friend endorses something, you are much more likely to give it your attention, trust the recommendation, and even purchase the product.

So, brands partner with influencers who have built loyal followings. Whether someone has 15,000 followers or 15 million, they have influence, which means they have value, and brands are willing to pay for this. Influencer marketing has turned into a multi-billion-dollar industry. While some influencers earn a couple of hundred dollars for a post, others earn thousands due to reaching wider audiences. In particular, influencers with massive audiences can take in thousands for a single campaign.

It's Not All About Sponsorships

Today's influencers can be categorized as entrepreneurs, content creators, marketers, and sometimes even small business owners. Even though sponsored brand posts are a significant portion of influencing, there are still many other ways for social media personalities to earn income, like:

  • Affiliation links- influencers earn commissions from promoting products with special links or codes that followers use to make a purchase
  • Sales of their own merchandise- many influencers sell their own branded products, like clothing lines, which are purchased by their loyal following
  • Ad revenue- platforms like YouTube and Instagram offer ad revenue options, in which influencers earn money based on the views or engagement of a post
  • Subscription content- certain platforms let influencers create premium content for their followers in exchange for subscription fees; this is very common with fitness influencers
Many influencers have used their platform to create their own businesses. For example, Emma Chamberlin started her influencer career on YouTube and now owns Chamberlin Coffee. 

How Big Should Your Following Be?

Photo by Tracy LeBlanc

While many people aspire to gain millions of followers and launch their careers as influencers, it can be very difficult to gain a mass following.   On the bright side, you don't need millions of followers in order to be considered a successful influencer. Nano-influencers (those with less than  15,000 followers) have been very successful in niche online communities. It has been determined that influencers centering their content on a specific topic have great engagement results. 

Being a successful influencer is determined less by the number of followers and more by the ability to form relationships with an audience. 

The Other Side

Unfortunately, influencing is not all about receiving free products and going on extravagant trips cost-free. The job of an influencer can actually be quite demanding at times. The pressure to post consistent, relevant, engaging content that keeps up with trends and algorithms can be a lot. Living a chronically online, public life can lead to burnout. 

The pressure to create unseen, relevant content that pertains to the viewers on a constantly changing algorithm can be exhausting. In today's world, where your social media presence is your business, it is easy to forget about your own well-being. This struggle to balance personal life with an online persona is something that many influencers face. 

In addition, audiences today are more aware. It is easier for users to identify fake
endorsements and shady influencing practices. To be successful, influencers have to be transparent and authentic with their audiences. 

All in All

Being liked with an online presence is no longer about being the most popular- it's a way to influence. In today's world, influence is power. Creators who are able to connect with their audiences are able to turn their content into profitable ventures. 

No matter your connection to the online world, one thing is for sure: getting a few likes might not pay your bills, but being trusted, relatable, and consistent absolutely can. 




References

Chamberlin Coffee. (2025) Chamberlincoffee.com. https://chamberlincoffee.com/

Dublino, J. (2023,, November 6). How Much Do Social Media Influencers Make? Business.com

Statista Research Department. (2025, March 21). Influencer marketing market size worldwide from 2015 to 2025. 

Willment, N. (2022, July 15). The dark side of being a content creator. www.bbc.com


Comments

Post a Comment

Popular posts from this blog

Skincare Isn't Just About Products: Good Skin Starts with Good Information

Image
In all honesty, skincare has become overwhelming. There is a product for everything, and a new product that you "can't live without" trends every week. Advice for your skin comes from every corner of the internet- some is helpful, some is not. In an area where everyone is trying to sell you a product, honest guidance is often missing.  Photo by Gabby Riegel You might have heard of Cocokind , a skincare brand that prides itself on transparent ingredients, processes, and prices. However, if this brand wants to deepen connections with consumers and stand out in an overcrowded market, then it will need to implement educational, authority-building content.  This type of content is not about simply addressing a few FAQ's on the website, but instead is about creating honest content to help consumers understand their skin and make the choices best suited for them. At the end of the day, obtaining good skin is about having good information, not just good products.  The Issue W...
Read more

Sweet Success: How Askinosie Chocolate Can Maximize Social Media on a Small Business Budget

Image
In an industry typically dominated by mass production and unknown sourcing, Askinosie Chocolate of Springfield, Missouri, has taken a transparent, ethical, and personal approach to chocolate making. Founded by Shawn Askinosie, a former criminal defense attorney turned chocolatier, and now managed alongside his daughter, Lawren Askinosie, the company embodies doing well by doing good.  Photo by Pixabay With fewer than 50 employees, Askinosie has built a reputation nationwide for its bean-to-bar chocolates, direct-trade practices, and community-focused mission. From sourcing cocoa beans in the Amazon, Ecuador, Tanzania, and the Philippines, to profit-sharing with smallholder farms and empowering women in origin communities, Askinosie Chocolate has stayed true to its values. Their story  is unconventional, heartfelt, and purpose-driven, and they can produce content that thrives on social media.  However, like many small businesses, Askinosie faces a common limitation: limite...
Read more