OPINION: A DIVE INTO THE WORLD OF INFLUENCING

 By Grace Adepoju

Over the years, job professions have evolved. There have been more jobs created due to modernization and technology. The jobs sought out used to be centered on professional jobs, and although these jobs still exist, job choices are no longer limited to them. This is due to the impact of social media in the 21st century, which has engineered more job options.

One job profession that has surfaced and is on the rise is influencing. Becoming an influencer is the aspiration of a number of youths. The reason for this isn’t far-fetched. The job of an influencer is one that utilizes and champions the finer things in life. It is a job that can be carried out from the comfort of one’s house and dances across the lines of entertainment, disseminating information, and marketing.

Social media influencing is when someone uses social media platforms to share content, build an audience, and generate income. It is typical for influencers to have a large following on social media platforms like Instagram, YouTube, TikTok, etc. They create content about a specific topic or niche, like fashion, beauty, or travel. They also partner with brands to promote the products or services of these brands. The goal of influencing is usually to build a loyal following and generate income from sponsorships, affiliate marketing, or selling products.

An interesting part of social media influencing is the relationship influencers have with their followers. There have been arguments that this relationship can be seen as a form of parasocial interaction, where followers feel a sense of connection and intimacy with influencers, even though they don’t actually know them personally.

There are several advantages to social media influencing. It is a great way to share knowledge and information with a large audience. Influencers can use their platforms to educate and inform their followers about important topics. For example, some influencers have used their platforms to raise awareness about mental health issues, relationship issues, climate change, and other social issues. Influencing can be a way to build a community and connect with like-minded people. Of course, it is a way for people to make a living doing something they’re passionate about. Influencing allows people to share their talents and interests with the world and earn money doing it. It can also provide a sense of independence and flexibility, since influencers often work for themselves and set their own schedules. It basically empowers individuals.

On the flip side, there are also some potential disadvantages to social media influencing. One major issue is the pressure to always be relevant and to constantly produce new content. This can lead to burnout and stress, especially for influencers who feel like they have to maintain a certain image or lifestyle. There’s also the risk of online harassment, cancelling and cyberbullying, which can take a toll on an influencer’s mental health.

Many influencers face unrealistic expectations from their followers, which can be difficult to manage. On the issue of privacy and security, influencers often share a lot of personal information online, including photos, videos, and personal stories. This can make them vulnerable to online harassment and even identity theft. It can also be difficult to separate their public persona from their private life. Additionally, influencers may face financial instability, as their income can fluctuate based on their engagement and popularity.

Another thing to consider about social media influencing is the ethical responsibility of influencers. Since they have such a large and usually devoted following, they have a duty to behave in an ethical and responsible way. For example, influencers should be transparent about their partnerships with brands. They should also avoid promoting products or services that are harmful or unethical. Another ethical issue is the impact of social media influencers on young people. Social media is one of the main tools of this generation. Many influencers are popular with teens and young adults. They have a responsibility to promote positive values and healthy behaviors in the young ones that look up to them. It is also worth considering the fact that young people, especially teenagers, may not always be able to separate the fantasy world of influencers from the reality of their own lives. Influencers often portray an idealized version of life that may not be realistic or attainable for most people. This can have a negative impact on the self-esteem and mental health of these teenagers if care is not taken.

There have been several cases where influencers have not been ethical in their professional work. One major issue that has been prevalent is the aspect of promoting harmful products to their audience. A recent case is the case of Jenny’s Glow Nigeria, a skincare Nigerian brand. It has been said that it is an unregistered skincare brand that sells products that are harmful to the skin, cause bleaching, and cause other extreme skin issues. This same brand has a number of social media influencers that promote their products. One would wonder if these influencers did not do thorough checking on the products. In this case and similar cases like this, it is safe to say that these influencers don’t really care about what they promote. Instead, they majorly care about the financial gain they get from it. It is only in a few cases that we have influencers that have actually set themselves apart from being regular influencers by branding themselves individually.

Aside from deception, another concern is fake living. Anyone can claim to be a social media influencer. It’s a real job that doesn’t require you to go to an office; you can work from home. Many people have used the guise of social media influencer to pursue their own agendas. One of these agendas involves prostitution. Some women claim to be influencers because they have sugar daddies that support their high-end lifestyle. At the very least, make it appear that they are. The negative side of this is that such people have a good number of young people who follow and look up to them. When these influencers portray an idealized version of life that may not be realistic or attainable for those young people, it can lead to them indulging in negative practices like stealing to try to live like these so-called influencers.

There are students who are social media influencers. They use it as a side hustle to have something to do in school. Some are not even social media influencers, but because of the large following they have on a particular social media platform, they parade themselves as one. There are even cases where they see themselves as bigger than those with fewer followers.

In my opinion, social media influencing should not be limited to the number of followers one has but instead to the rate of conversion and engagement they get. There should also be certain training and certifications one has to get in order to become one. If possible, ethical laws regarding social media influencing should be implemented.