Case Study | My Haul Store

From BFFs to Frenemies: The Evolution of Social Media Influencers


From conversions, sales, and brand awareness, social media influencers have proven what they are capable of to brands; hence, influencer marketing is expanding the reach, and brands tend to keep a major share of the marketing budget for influencers.

How Did Social Media Influencers Start?

Social media influencers have humble beginnings, often starting as passionate individuals sharing their interests on early platforms like MySpace, personal blogs, or forums. As these platforms gained popularity, so did the visibility of these enthusiasts. The concept of "influencers" as we know today began to take shape as individuals garnered significant followings based on their engaging content and unique perspectives.

Influencer Marketing So Far

Influencer marketing is a type of marketing that uses endorsements and product mentions from individuals with a large and engaged social media following. These individuals are often seen as experts in their niche and have built a high level of trust with their audience. This makes their endorsements a form of social proof, which brands can use to reach new customers in niche markets.

Influencer marketing is a powerful tool for brands to reach new customers, build credibility, and drive sales. By partnering with influencers who have a large and engaged following, brands can tap into new markets and build trust with potential customers.

Influencer marketing has seen a remarkable evolution over the years. Initially, it was informal, with brands collaborating with popular individuals to reach their audience. However, as social media platforms grew and became powerful marketing tools, influencer marketing became more structured and strategic. Brands started to recognize the potential of partnering with influencers, leading to a shift from traditional advertising to more authentic influencer endorsements.

Influencers Turned Entrepreneurs

All influencers are not entrepreneurs, but some influencers are definitely entrepreneurs. Khaby Lame rose to popularity with his video responses on Tik Tok, where he silently mocks overly complicated life hack videos. As of 2022, Khaby Lame is the most-followed Tik Toker. He is one of the most famous influencers and content creators. He earned millions of dollars in earnings through brand endorsements and advertising. Some influencers turn out to be really successful influencers. Some influencers become film stars overnight, while others become entrepreneurs.

After building a strong following on social media, many creators, such as Raj Shamani and Ranveer Allahbadia, have launched their own businesses and invested in startups. Luxury lifestyle influencers, such as Shaurya Sanadhya, Simran Bhatia, Vishnu Kaushal, and Juhi Godambe, have also expanded their careers by launching clothing brands. Many of these businesses have been successful.

Some successful influencers have turned their passive income into full-time careers and established their own businesses. This trend is likely to continue as influencers become more entrepreneurial and seek to leverage their influence to build their own brands and businesses. Influencers are starting their own businesses because they have the tools and resources they need to be successful. They have built a strong relationship of trust with their followers, have a deep understanding of their niche and their audience's needs, and have a large and engaged following that they can tap into to launch their businesses. They can also use their influence to promote their businesses and generate sales.

In short, influencers are starting their own businesses because they have the ingredients for success.