![]() ![]() ![]() She can’t do it for the rest of her life. After so many years of showing herself fully to the masses online, she is growing tired. Her life is her work, and in order to be a success, she has to let people into her personal world. Caitlin can’t work just eight hours a day and then focus on her family life. While she’s proud of herself and she loves her work, being an influencer takes a lot more out of her than a more normal job would. Still, Caitlin doesn’t want to be an influencer forever. ![]() ![]() “What if we imagine a world where creators actually own their relationship with their audience-they didn’t rent it, they owned it-and where all of us were invested in their success?” he said. According to Mosseri, Instagram is ready to give the power of the internet back to the people who built it. In a 2022 TED Talk, he expressed his view that while the platforms had most of the control over how content was disseminated over the past decade, he believes the next decade will be one in which power will go back to individual creators. There’s someone who agrees with them: Mosseri. One put it simply: “I think we’re all getting a little tired of being at the mercy of social media algorithms and want to take control of our content and livelihoods.” Yet another said she was simply hoping to “leverage experience and audience as an influencer to create a more solid business.” One said her goal was to build up the brand she’d created to the point that she could scale “back on the number of sponsored campaigns I do annually,” another planned to try out video content, and a third hoped to soon make her podcast her main source of income. These influencers have varied ambitions and plans. Most of them said they are working to make sure their businesses remain under their control. In early 2022, I surveyed approximately 20 influencers on the current state of their careers. “And that is a precious, precious thing that you should never give up.” “There’s the only place you get to have complete control of your audience,” she said. She’s had clients come to her and tell her that they plan to give up their blog, or clients who have never had a blog telling her they don’t really see the point of starting one. Kirstin is also a huge advocate of old-school blogging. “Any single one of them at any given time can have an algorithm change and totally mess up your business.” “You never know what’s going to happen with any platforms,” she said. It’s just too risky to rely entirely on another company. Even if her clients are killing it on every single platform, she tells her them that they need to look elsewhere and find something they can own outright. Instead of owning their business on their own platform, they now were subject to the whims of a corporation they couldn’t control, one that didn’t seem to care much about them.Ĭaitlin’s manager, Kirstin, believes that the only way to really have a long-term career in the industry is to own your income streams and diversify them, whether that’s through a podcast, a brand, a newsletter, or a blog. Without realizing it, they had given up something crucial. Slowly, blogs and other types of content began to fall by the wayside, until many influencers found themselves spending the majority of their workdays on Instagram. Influencers have told me that many brands will pay only for Instagram content and look only at Instagram numbers when determining an influencer’s rate, or they will pay premiums for Instagram. By 2021, though, Instagram content had swallowed much of the blogger industry that came before it. In the mid-2010s, Instagram exploded as a content machine, and old-school bloggers like Caitlin were lured over to the platform as a way to grow their brand and audience. When you think of an influencer, you probably think of someone like Caitlin. It’s hard to convey her magnetism without sounding like a creepy magazine writer describing a young ingenue primarily by her looks, but Caitlin’s Disney princess beauty, her long bouncy dark hair, and her big eyes are the first things you notice when you look at her feed. She always identified as a blogger, and she held on to that even as blog readership slowly declined and Instagram began to crowd out any other type of content creation.Ĭaitlin has been blogging about her personal style and life since 2012 and is one of the pioneers of the industry, a fashion and lifestyle blogger who rose to fame based on her aspirational aesthetic and girl-next-door wholesomeness. Caitlin Covington never wanted to be an Instagram influencer-that is, just an Instagram influencer. ![]()
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