In the beginning, the # of followers was attractive for getting massive exposure. But with the issue of fake followers, sponsors began observing a different metric, the % of engagement.
But with more and more influencers using engagement bots and pods to increase engagement, sponsors are going to be looking at a different metric to measure the value of an influencer.
As I mentioned in a previous blog, influencers need to transform into becoming entrepreneurs and you better start thinking of what other value you’re providing to sponsors other than just having a lot of followers.
You need to start thinking like a media business owner if you want to scale and grow your influencer marketing business. Your followers are definitely important but the sponsors are your customers and that’s who you need to focus on. So be more genuine and create content that’s valuable for sponsors instead of pretending it’s not sponsored. That is real authenticity. Just like any business, you need to diversify your content distribution. Any business that relies on just one channel is being very risky.
Stop being an influencer. Be an entrepreneur.