Being an online influencer is a relatively new job that has dramatically increased in popularity in the last few decades. Online influencers are regular people who have built a reputation for their knowledge and expertise on a specific topic. They make regular posts about that topic on their social media channels, and through this, they generate large followings of enthusiastic, engaged people who pay close attention to their views and opinions. Online influencers have the power to affect others' purchasing decisions because of their authority, knowledge, position, or relationship with their audience.
There are many types of online influencers, such as artists, YouTubers, and more recently, Tiktokers.
YouTube was one of the first platforms that made “online influencing” a job. A few months after YouTube’s launch in 2005, the website was getting over 8 million views a day and growing more and more in popularity every day. Many regular people were creating at-home videos to share to others just like them. In December of 2017, YouTube launched its “Partner Program” to select popular creators, which allowed them to earn money from their content based on ad revenue. This allowed the possibility of making videos as a YouTuber go from a simple hobby to an actual career. Among the first content creators offered partnership were Smosh, Lonelygirl15, LisaNova and renetto. Not even a year later, the most successful creators were earning six figure salaries.
Today, online influencers have much bigger audiences than in the past. This can easily be seen through TikTok, a relatively new social media platform that launched in September of 2016. The most famous and popular TikToker, Charli D’Amelio, has over 102 million followers as a dancer and online influencer. The rise of her stardom and popularity has been attributed to her content being deemed relatable and authentic, but regardless, Charli is widely regarded as the “undisputed reigning queen of TikTok”. She has appeared on a Super Bowl commercial, as well as ABC television and more. She stars on a reality TV show that features her family, published her own book, and has her own nail polish collection, makeup line, and sweatshirt collection. Dunkin Donuts even named a limited time drink after her called “The Charli” in September 2020.
Addison Rae, 2nd most popular TikToker (right) with Charli D'Amelio, most popular Tiktoker (left)
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