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Career as a social media influencer

  • 1.  Career as a social media influencer

    Posted 02-16-2023 13:37

    This 'occupation' has been coming up a lot in the last few years.   it is difficult, if not impossible, to predict an earning capacity and likelihood of success.  Clearly this is self-employment at best.

    I would love a discussion how others are addressing this 'occupation' (and I use the term loosely as it seems more a popularity contest to me).  Has anyone run into any reliable sources of data?  How are you predicting success and EC?   How have you seen the success documented?  So many received products/services in lieu of money, and also receive money. 

    While we know of people who are successful, I believe this is effectively a pyramid with only a very few successes and most not making a living.  I do look at the TS to sales/marketing, but specially want to know if anyone has been able to determine an EC and support a plan for this 'occ'.

    These new occs are going to come up more and more, and where better to discuss than here! :-)

    Thanks for your thoughts? 



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    Lynne Tracy
    Vocational Counselor
    lynnetracy@sbcglobal.net
    Calabasas, CA United States
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  • 2.  RE: Career as a social media influencer

    Posted 02-16-2023 14:00

    Unless someone has a track record, I treat this like any other self-employment venture.  I evaluate their earning capacity by examples of jobs they can do in their labor market with associated compensation.  Clearly, there are a lot of landmines in trying to evaluate earning capacity for this type of occupation without any available official data. 



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    Jan Lowe, MS
    CRC & Diplomate, ABVE
    Minneapolis, MN USA
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  • 3.  RE: Career as a social media influencer

    Posted 02-16-2023 15:12
    Hi Lynne and Jan,

    I don't really have many opinions here about how this should be done.  I'll leave that to the more "seasoned professionals."

    What I might be able to help a little more with in the future is the Job Task Analysis of some content creators.  One of the challenges is that being an "influencer" is a general term that doesn't really apply to all content creators.  Someone who streams video games on Twitch or Youtube but doesn't not sponsor products to increase ad revenue is not really influencing anything.  They are merely benefitting from the algorithms that are paid for by the parent company (Twitch/Youtube in this case) who are selling ads in another space.  So, the activities of a content creator on Twitch and Youtube are pretty different than, say, Instagram or Tiktok. 

    As far as actual job tasks, it entirely depends on the type of content they are producing. Consider the differences between a person  with a travel Vlogg (Kara and Nate), from a person who plays video games or streams their lifestyle (PewDiePie or Logan Paul), to someone who makes beauty and makeup (JefreeStar).  Some are savvy marketing experts while others are have technical Genius in video production. Some put their bodies at significant risk too, which makes generalizing job tasks under the category of "content creator," "influencer," or "Youtuber" virtually impossible.  As the industry exists longer, it does start to take shape and some categories are emerging which means there will be better information as time goes on. 

    I can share some information about potential incomes.  There are quite a few websites that will estimate potential incomes on various platforms, but none that I know of that are authoritative in any sense.  Part of the reason is that the algorithms that determine income are always changing and the monetization of content is highly unpredictable.  You can get some estimates online, but their reliability is somewhere between garbage and highly suspect. Plus, most content creators are on several platforms and unless they share their bank info or tax records, it would be pretty miserable to figure out expected income. There are significant incentives to inflate one's "influence" so self-report is also pretty questionable here.

    Another thing that might be helpful to know is that many people start doing this as a hobby, but once they start making money, they have to scale.  Scaling means many things depending on the platform and activities, much like Brenda mentioned with her daughter.  There are central management companies, but also websites like Fivrr.com that can contract out certain parts of services.  For example, for a while a person will do their own video editing, but then it cuts into too much of their time when they could be recording more content so they hire out the editing. They might eventually hire a videographer/photographer, a still-form media creator (clickable images that lead to videos), or an agent. Of course those activities require a different set of administrative or management skills. I'm having a hard time seeing how the DOT could even get close to estimating SVP, strength requirements, or any title that would cover a term like "influencer" given the range of skills and activities.  But, feel free to teach me. :-)

    Please do not ask me why I know all of this.  I might have spent an embarassing amount of time on the internet listening to people talk about their transition from stable employment to the highly volatile world of content creation. :-)

    In terms of research, there must be some and this would probably make a fun conference proposal.

    Aaron Mertes PhD, PCLC, CRC
    Assistant Professor - Montana State University
    Editor in Chief - Journal of Life Care Planning








  • 4.  RE: Career as a social media influencer

    Posted 02-16-2023 14:37
    Hello Lynne,

    My daughter has been a social media influencer for the last 5 years. She quit her full time salaried employment when she tripled her salary within 3 months of social media brand deals. She does this full time and is self-employed. She receives 1099's from brands and pays taxes just like the rest of us who are self-employed. If an influencer participates in gifted campaigns rather than paid, technically the gifts are also taxable, with a few exceptions.

    Social media influencing is a real profession and one that is here to stay. So, it is good that you are interested in learning more about it to inform your professional opinions. 

    There are many avenues you can go down to investigate your questions. Most (but not all) of the influencers who do this full time typically have management companies. My daughter is managed by an influencer management company who oversees all of her brand deals. There are detailed algorithms that management companies and brands use to determine how much each influencer should be paid. This rate based on many variables such as the influencer's social media platform, follower count, age range of followers, engagement rate, and much more. You could start to gather influencer rates/data by doing a google search for "social media influencer management companies" and speaking with them about. Also, the influencer should have a record of paying taxes on their deals for the last year (or more). There is now research being done on the topic of Influencing as an occupation, so maybe there are some peer reviewed articles available. 


    Brenda

    Dr. Brenda Eagan-Johnson, CBIST-AP
    Brain Injury Neurodevelopmental Consulting, LLC
    724-944-7744







  • 5.  RE: Career as a social media influencer

    Posted 02-16-2023 14:42
    Thank you Brenda.  Can you tell me the name of the management company your daughter works with?

    I was not aware from the people I have interviewed doing this that they were 1099'd.  Possibly the more successful ones like possibly your daughter are 1099d and smaller are not.  But, I will ask.

    FYI - I have looked in the past and could not find any credible sources or much data to use.  Possibly that has changed in the last 2 years.

    Best Regards,
    Lynne Tracy, M.A., LMFT, CRC, ABVE/D
    Vocational Counseling 
    P.O. Box 8333, Calabasas, CA 91372
    Direct: (818) 880-6460  
    FAX:  (818) 880-6494   
     
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  • 6.  RE: Career as a social media influencer

    Posted 02-16-2023 14:43

    Developed LONG BEFORE INTERNET, in DOT terms, this might be the closest to describing some of the functions:

    DOT Code: 191.117-018 Business Manager

    Alternate Titles: Business Agent

    Manages financial affairs of entertainers and negotiates with agents and representatives for contracts and appearances:Negotiates with officials of unions, motion picture or television studios, stage productions, or entertainment houses for contracts and financial return to be received for engagements. Promotes client's interests by advising on income, investments, taxes, legal, and other financial matters. Provides liaison between client and representatives concerning contractual rights and obligations to settle contracts. Summarizes statements on periodic basis concerning client's investments, property, and financial status.

    Date Last Updated: 1977



    ------------------------------
    Jeff Truthan, MS-Rehabilitation Counseling, CVE
    President - SkillTRAN LLC - www.skilltran.com
    Spokane Valley, WA 99206
    (800) 827-2182 (Voice & Fax)
    ------------------------------



  • 7.  RE: Career as a social media influencer

    Posted 02-16-2023 14:54
    Thanks Jeff.  I was hoping to hear from you!  If looking for DOT code, seems we could also look at product marketing, digital marketing, promotions and public relations.   The mgmt companies are marketing agencies.

    Have you seen anything from BLS addressing these new occs?

    Best Regards,
    Lynne Tracy, M.A., LMFT, CRC, ABVE/D
    Vocational Counseling 
    P.O. Box 8333, Calabasas, CA 91372
    Direct: (818) 880-6460  
    FAX:  (818) 880-6494   
     
    Electronic Disclosure Statement:  This e-mail is not encrypted.  If you are communicating about a client, please DO NOT place the person's full name or personal information in the e-mail or subject line since this is an unsecured form of communication.  Any communication regarding a client is considered work product and will become part of the file.  If you have received this e-mail in error, please notify us immediately and remove the information from all electronic and hard copy sources.  Storing, printing, or disseminating this e-mail to other parties is prohibited unless authorized by the sender.





  • 8.  RE: Career as a social media influencer

    Posted 02-16-2023 15:24
    No ... all BLS knows now are SOC codes/groups. Everything has to fit into their big groups of occupations. A look at all the DOTs in a specific SOC (Browse Groups) is a great way to maybe discern some ideas. But this one is clearly a new occupational definition. Not a lot of push within BLS to add a new SOC group ... and it needs to have "enough" for data to be collectible. Self-employed business entrepreneur would make some sense, as it involves juggling a lot of hats to make it all work.

    Jeff Truthan, MS-Rehab Counseling/Certified Vocational Evaluator
    President - SkillTRAN LLC – jtruthan@skilltran.com
    Information for Important Evidence-Based Work Decisions
    800-827-2182 [Pacific Time Zone]
    509-850-3723 [Direct]




  • 9.  RE: Career as a social media influencer

    Posted 02-16-2023 15:51

    I would contend that Social Media Influencer does not meet any of the traditional requirements of an occupation; the nearest title I can think of is "Celebrity".  It seems akin to hiring someone just because they are famous, perhaps to actual achievement in another field, or just because of their looks/style, they have a cute dog, etc.  What is the educational path?  Physical requirements? Aptitudes, temperaments, etc?    I haven't taken the time to determine if companies actually create job descriptions for this collection of activities, but I would be surprised to find substantial and quantifiable posted job openings for a Social Media Influencer.  I know one when I see one, but the steps to achieve this status are so varied that I'm glad I don't have to define them with any degree of reliability or validity.  Could one lose the capacity to be a Social Media Influencer due to an injury or disability?  Absolutely.  Can you predict someone's ability to be a Social Media Influencer?  Hoo boy, I sure don't know how to do so.



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    Mike McCord
    mike@mccordrehab.com
    Atlanta, GA United States
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  • 10.  RE: Career as a social media influencer

    Posted 02-16-2023 17:00

    Great discussion. I think Social Media Influencer has to be evaluated on case by case basis.   I had a recent influencer who had a modeling background and had prior jobs in public relations.  She was modeling clothing, make up, etc. and being paid by the companies.  She was working part time and therefore not meeting her actual earnings potential.  She was a new mom.  She had true public relations jobs in recent years and of course I considered her full skill set to determine her earning capacity.  Dissecting the job and looking at the skills it required a composite job can be developed and then evaluate the skills that transfer to other jobs.  A pre-earning capacity and post-injury earning capacity can be established. 

     

    It is a difficult job to classify or consider because each influencer is not the same. 

     

    Michelle McBroom Weiss, MA, CRC, CCM, NCC, MSCC, ABVE/D, IPEC

    5543 Edmondson Pike, Suite 128

    Nashville, TN 37211

    mcbroomweiss@mcbroomweiss.com

    (P) 615-834-0186

    (F) 615-831-5274

    (C) 615-308-6395

     






  • 11.  RE: Career as a social media influencer

    Posted 02-16-2023 14:58
    I do think that you could determine if the client has the potential of becoming a social influencer. As far as earning capacity goes it is like someone wanting to become an insurance agent, their success is dependent on
    Many factors, some make it some don't, maybe a better example would be a real estate agent. However we have data that shows what real estate agents and insurance agents make, social influencers we'll that's a different story, some are wildly successful others not so much. Plus we don't know how many there are. We know how how
    Many real estates there are and conversely
    The likelihood of success given  the person has the right altitudes and abilities, supporting labor market.
    It would be interesting to find how many try to make a living as a social influencer and success v. Fail.

    I would add that business manager job title and definition is really not appropriate nor useful.

    I'm sure this doesn't help but thought I would respond. Looking forward to hearing what you learn. 



    Rodney Isom, Ph.D.
    4201 Wingren, #112
    Irving, Texas 75062

    972-650-6141 office
    940-390-5411 cell
    972-541-1759 fax





  • 12.  RE: Career as a social media influencer

    Posted 02-17-2023 00:42

    Similar to: 

    165.167-010

    297.354-010

    Or perhaps Actor



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    Scott T. Stipe, MA, CRC, CDMS, IPEC, D/ABVE
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