What Influencer Marketing Looks Like In 2020

What is an influencer? If you ask someone a couple of generations ago, you may get a pretty simple answer. An influencer is someone who influences others. Just how someone who writes is a writer or someone who programs is a programmer, someone who influences is an influencer. Seems simple to me, right? Folks from 2017 would disagree.

Today, influence has become synonymous with follower count. The more followers one has, the more influence they have. As platforms such as Youtube, Instagram, and Musically have taken off, the definition of influencer has changed with it. Up until today, the conversation around becoming an influencer has included tips to grow a following, build an audience, etc.


Let’s test this out. I just googled “How to become an influencer” and the top three organic results were related social media or online influencer.

We wouldn’t discount our friend’s advice based on their follower count, so why do we do this online? The definition of influencer is changing, even if the Google results aren’t. It’s easy to idolize a celebrity or celebrity endorsement, but building relationships and trust is much harder — perhaps this is the problem.

So Where Does Change Start?

Marketers and audiences alike are constantly searching for easy answers: quick google searches, easy sales converters, and fast results. But like many quick fixes — they’re not sustainable.

Instead of focusing on number of followers, look to build quality relationships. Instead of monetizing an audience, learn to engage in meaningful friendships. Instead of relying on random affiliate links, rely on recommendations from products you use every day.

Regardless of follower count, we all have influence. Whether it’s someone who shares their new favorite song with a friend, or an employee who suggests a new type of computer to their company, we influence each other daily.

Unfortunately, these skills aren’t directly translated to online influence. That’s why we are taking it off-line. IRL (In Real Life) influence counts more in our book, and we are ready to spread this vision to the world.

(Re)introducing a New Kind of Influencer

Influence far precedes the invention of Instagram, Facebook, or any other platform… so why does the modern day definition rely so heavily on these factors? Let’s get back to the basics — real life influence, and real life influencers.

Gone are the days of needing to have 10,000 followers to be an influencer. Forget the times where you can only get paid when you post something that gets over 50,000 impressions. Behaviours are changing, the economies around them are changing, and so are people’s reactions. We want to focus on deconstructing these changes and preparing you to face them.

Welcome the age of the Everyday Influencer.