Although mostly focused on the UK and US market - I believe the insights shared of misunderstood space are without borders. McCorquodale's book includes definitions, early adaptors, new age influencers, issues and a look at the future. Depending where your region is in terms of adopting different platforms - the trends are mostly the same. Therefore I found this book relatable in many aspects.
The book begins with trying to define what an influencer is. There is a lot of confusion as how to who are influencers and what they do. There have been a discussions were people with high number of fans have not been able to sell t-shirts, or an example used in this book, theatre tickets. Therefore one than questions the use of the word, "influence". It is important when discussing influencers that we do not use one brush to paint them all with. They vary.
The main types being: digital celebrity and authoritative influencers, "the former is primarily a source of entertainment, the latter has gained the trust and devotion of their followers due to proven expertise" McCorquodale (2021:26).
Although she does not go dive into the fact that there is a very thin line between these types of influencers. There are so many Make-up, fashion and even foodies - who will turn to entertainment, which is completely off they chosen subject of authority, to mix up their content offering and keep their audience engaged.
In addition to attempting to define what an influencer is and the sub-categories they operate in, she also explains how they do it. Key to this is consistency. Influencers are not just creating User Generated Content (UGC) which has a likeable personality (unlike business brands), they are also ensuring that they do it all the time. Even though in some sectors, influencer marketing is not seen as a profession - but these entrepreneurs have changed the game and introduced the world to a new income-stream, which, if done right - can allow an individual quit their nine-to-five and become a digital content creator full time.
You then, must be asking yourself - how do they make their money. McCorquodale, does her best to explain it based on case studies. Monitisation varies from advertising, brand partnerships, subscription fees and even building of businesses from the communities built and turning them into customers. This all is entirely up to the influencer.
Key problems that industry faces include: the perception that there is easy money when one has a high following, increase in "hate-follows", trolling and burn out from needing to always be online and active. Mental health issues related to this industry are the biggest sore point. McCorquodale interviews influencers who have left the industry and opted for private lives out of the public eyes and those who have found ways to not let their chosen careers to completely take over their lives.
Who should read this book? Everybody in the marketing and communication space, aspiring influencers and career coaches. Influencer marketing is not going away anytime soon. It is here to stay, and it is becoming important to not only understand the social media platforms many are using but how key personalities are birthed from them. Brand owners need to also ensure they are continuously learning about this space so as to ensure they are getting the best from these partnerships.
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