Although influencers can make thousands of dollars by posting and advertising on one social media platform, it’s typical for them to branch out onto others. Those who rose to fame on Vine went over to YouTube and now those with successful YouTube channels have grown a following on other platforms such as Twitch or TikTok. However, just because an influencer is gaining followers or getting engagement on a platform, it doesn’t mean their content is entertaining or good quality.
More times than expected, influencers only expand their platforms because their managers advised them to. Managers know that brands would be more likely to work with an influencer who has a following across multiple apps so that they can advertise to as many people as possible. It would also hurt influencers to only post advertisements on their Instagrams rather than pictures of themselves enjoying life and fans wouldn’t want every tweet to be about another company.
That’s why managers also advise their clients to take their talent off of social media. A few years back, it seemed like the popular way to do so was by “writing” a book. Influencers like Jake Paul and Lele Pons utilized their target audiences and wrote books dedicated to growing up. However, it’s easy to see that the way Paul and Pons grew up was very different than almost all teenagers. Pretty much all their problems seemed to be fixed by their increase in followers, an idea that most of their fans probably dream about.
Influencers tend to attempt to break into the acting world as well. Whatever show or film is, it typically targets their young audiences, so the shows are cringey for anyone their age or older and are put on blast by commentary YouTubers. The BratTV YouTube channel created a show called “Attaway General” which featured TikTok stars acting as aspiring doctors and nurses in a hospital (a little ironic that it premiered in the middle of a global pandemic). One of the most recognizable actors is Dixie D’Amelio, Charli’s older sister. Dixie has a following on TikTok and YouTube where she is her chill, relaxed self. But, in this show, she plays a rude teen that rolls her eyes a million times per episode. Dixie’s manager should have found a show that targets an older audience so Dixie’s sarcastic attitude would’ve been funny rather than annoying.
Not all influencers break off of social media and fall into the pit of cringe-worthy platforms. Some form businesses of their own and use their personality to advertise that. The best example of this is Emma Chamberlain and her company, Chamberlain Coffee.
Emma Chamberlain has been on YouTube for almost five years and she has recorded herself making, buying, and trying coffee so creating her own coffee company was no surprise to fans. Her company offers Fair Trade and organic coffee that is made with no synthetic fertilizers or chemicals as well as bags made out of recycled material. The type of coffee ranges from Early Bird, a highly caffeinated light roast for those who get up and go, to Careless Cat, a half-caffeinated coffee with notes of toasted almonds, semi-sweet chocolate, butterscotch candy, and raisin made for relaxing.
Influencers such as Emma Chamberlain have created an online brand for themselves the moment they started posting videos. This brand will follow them throughout their career and they either need to utilize it or completely change it, which will ultimately change their target audience. Emma Chamberlain was able to take something important to her (drinking coffee) and make that experience possible for fans.
When fans buy a product of a certain influencer it’s because they want to support that person. Fans care about the people who entertain them, but it’s important to acknowledge if those people care about the quality of the entertainment they provide.
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