Navigating Influence: Autonomy, Algorithms, and Content Creation
By Annel Then
Social media has become a significant component in our everyday lives, whether it be professional, personal, or business endeavors. It seems like there's no escape from it, as we often find ourselves reaching for our phones first thing in the morning to check messages and notifications. While this may not apply to everyone, social media is not inherently negative. There exists a community of individuals who have turned social media into a livelihood, and for many, it remains a source of enjoyment. Having a sense of self-governance in everything we do, especially as influencers online, is important. This is what autonomy is referred to as. I have been fortunate enough to have attended events where I observed creators huddle up and meet to create all sorts of content with one another. In my research on autonomy among influencers, I virtually interacted with four content creators and found that being mindful of what is frequently posted emerged as a common theme. In Emily Hunds's The Influencer Industry, she mentions, “Public visibility, personal branding, and awareness of performance metrics are all valorized in popular discourse, baked into new media technologies, and even taught in schools as a matter of professionalization”. The idea that many of our social media apps on our devices come with demographic and statistical data that tells us how many people looked at our publications is something that has become very common now. Back then, this was not needed, as there was maybe just a comment section and a reaction button on our apps.
Algorithms in our technological-based world have also become common among companies, brands, and influencers when trying to appeal to their audience or demographic. I was able to speak to the actress, model, and host of Young Hollywood, Joely Live, who is also an influencer on social media. When speaking on the matter of partnering with brands and analytics. “I cannot guarantee the amount of views that you would get, It really just depends on how it gets picked up in the algorithm” As a host and person who is constantly on camera, she often partners with lifestyle, beauty, and clothing brands. She noticed that viewers were often curious to know what she was wearing when she interviewed celebrity guests, and she just happens to use those products in her everyday life. When asked about the brands she would appeal to as an influencer, Live states, “Anything that could be in an interview somehow, I wouldn't really promote sports betting because that wouldn't apply.” When partnering up with brands, collaborators, or fellow influencers, it is important to make sure you are connecting with those who share similar values that you also agree on.
"Before you partner with a brand, just make sure what the brand stands for is true to what you stand for and that you won’t get into controversy with the brand. Do brand research, see what type of people are posting about the brand, and if they are a reputable brand, just because you never know.”- Joely Live
It was a topic we both agreed on while discussing brand deals, it is often beneficial when an influencer knows the brand and product they are promoting. When an influencer has a connection to the product and uses it, it becomes much more believable for the audience. Being an influencer is no easy task; it requires dedication to both oneself and others. While having fun is crucial, being an influencer is essentially being a content creator as well as informing the public on all things dedicated to their niche, so being credible is also necessary. Creating videos and producing images to curate a portfolio is essential for partnerships in order to establish oneself as a brand. As a brand, it is vital to be mindful of the content being shared overall, as it can be used against the creator if certain elements are unclear, especially regarding their stance and beliefs. In society, different interpretations of texts and messages can arise depending on individuals' perspectives.
Marc Reign is known as an actor, most recently for his role as Junior Suarez on the hit show Law & Order: Special Victims Unit. When asked on the matter of influencing the public through the creation of content on social media and uploading said content, “There needs to be a layer of you being yourself and free, but we should also encourage being a conscious being, understand what you are doing, and how people are being influenced by this. Quality makes a good influencer.” I definitely agree. Oftentimes, the best influencers are those who take the time to create a connection with their audience. When your favorite influencer, celebrity, or brand is able to connect with their followers and supporters, this often allows them to grow and create a sense of community within their fan base.
"Click-through rates, unique visitors, and more became the currency for securing the brand partnerships and advertisements that brought financial stability, public recognition, and other professional opportunities for bloggers.” - Emily Hund
Consistency is a recurring theme among influencers in content creation, as it helps them establish a connection with their audience. Just as consistent posting on specific platforms improves engagement. Just like posting consistently on certain platforms is considered to help with a page's engagement.
"I wish people knew that it’s actual work; you have to stay consistent, and that’s probably one of the toughest things for influencers to do. Especially if you’re not paying attention to what you want your content to be or what you want your page to be, because then, you can get lost in the sauce, just waiting for things to be trending so that you can jump on that wagon of whatever is new and trending, you know, so its work.” - Marc Reign
Not only is it about creating work, but it is also about being unique in the manner in which you go about creating content when it is considered trending. Oftentimes, this process involves the thought behind the material being turned into content, the production process, and then finalizing and uploading said content.
“The majority of our industry is... your hardworking American who is putting their everything into being a publisher and producing agency quality media that’s fueling the growth for the global demand for the authentic content.” -Emily Hund
As depicted by Hund, it truly is an industry of producing and just hoping the outcome is received, as we never truly know how the audience will react to it in the end. Autonomy is a central theme in understanding the influencer industry, which is rapidly growing and plays a vital role in today's economy. In the article, “The Creator Economy is the Economy” by Guest Author published in the Influencer Marketing Hub, "Peter Shields, Creator Monetization Lead from Instagram remarked on his early days at a creator-centric startup in 2011: “We would pay Justin Bieber $10,000 for a Tweet and then we’d pay Lilly Singh $100 bucks and the conversion rate on the creators were so much more impactful because they’d train their audience to click and do things. That’s the point I realized these creators had so much more power in commerce or any other industry.”
The influencer industry is very important and although it may seem tough to get into, it can really help others economically as well. Through my observations, it is evident that influencers are conscious of their actions and postings as individuals with a substantial following. They understand the importance of knowing website regulations and adhering to appropriate practices. During my interaction with Julian Mejia, a photographer and video producer I met through The Dreamers House, NYC's first content house created by Ferris Wheel Jay, he shared his perspective on having the responsibility of online posting as a creator.
"Yes and no, I don't think I'm reaching the masses to a certain degree where I can control how people respond or react to certain things that I say. And at the same time, it makes sense why I should be careful with what I say because of how many people it can reach. I am not posting anything just to post. I am being methodical and careful about it sometimes because I understand how quickly something can spiral." - Julian Mejia
In addition to being genuine and authentic in their content, most influencers agree on the importance of creative freedom and expression. They balance their personal and online presence while safeguarding their autonomy as individuals. Making informed decisions regarding partnerships is crucial for influencers, ensuring that the collaborations align with their values. They are also mindful of what is considered enjoyable while avoiding potential pitfalls in their future branding. This includes posting relevant content that reflects their identity, presence, and what they represent. An example of this is Joely Live, who frequently partners with Dossier, a perfume company she both uses and identifies with.
Self-identity plays a significant role in branding, and when influencers are constantly in the public eye, understanding their category or niche becomes essential. Julian Mejia also acknowledged the importance of identity, “I think I struggle with a little bit of self-identity in terms of who I am as a creator because I've always found myself creating for others, but in terms of my own content, I still haven't found what I would want to post for myself and something I am passionate about or really self-driven about.” Many feel just like this, and it is not bad; it is a really saturated market in need of help from all types of creators, whether they are focused on writing, video, photography, or acting. There is no one type of creator or influencer. No one could exist without the other, and in some cases, many master more than one of these fields to understand what it takes to really be in that respective field. Autonomy is a key factor for influencers in navigating their roles and responsibilities within the influencer industry. It encompasses their conscious decision-making, creative expression, responsibility in online postings, and the alignment of partnerships with their values and personal brand, which are important in their field. By maintaining autonomy, influencers can cultivate their unique online presence while making a meaningful impact on their audience.
Despite the positives of content creation, sometimes burnout is a real factor that impacts many creatives. I for one, have gone through this, and for some, it can simply be caused by a routine that has little to no change and stress. Burnout is real, and it happens to many creators. In most cases, it has led to many quitting the field altogether. The article “Creatives More Likely to Experience Workplace Burnout” by Audrey Kemp published on the SHRM executive network, states, “When compared to the general workforce, creative talent is significantly more likely to be dissatisfied with their work-life balance and feel burned out. Boundaries, mental health, and a sense of stability are revealing themselves as being the most important and most neglected needs among creatives.”
Further emphasizing the significance of balance, as we discussed earlier. Creating successful videos, posts, and pictures online requires a great deal of effort, thought, and planning. Achieving a balance between spontaneity and deliberate content creation is crucial for influencers to resonate with their audience and maintain their success. Furthermore, the influencer industry is one full of liberty and creativity, but it is also one of being assertive, aware, and remaining autonomous within ourselves when producing content. With an understanding of how many people are interested in influencing, it is also important to notice how to stay true to your values as a person and not get lost in remaining authentic. Remembering to do your own research as a brand and coming to terms with your brand identity is an essential element as well, but again, it takes time to develop throughout your creative career. When in doubt, you can always reach out to your fellow creator friends, who can also help you along the way, as many have.
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