Being a social media influencer - Unit 8

C1 Advanced · Cross Text Multiple Matching · Complete Advanced, Cambridge University Press

You are going to read four extracts in which experienced influencers talk about their work, promoting brands on social media. For questions 1–4, choose from the extracts A-D. The extracts may be chosen more than once.

My work as an influencer has slowly grown over the years, to the point where it’s now a full-time job. I work with lots of different companies, promoting their goods – but I’ve always insisted on it being a collaborative process. Even though you’re being paid by them, your site will inevitably have its own particular flavour and feel, so it’s important to thrash out with companies beforehand how your two brands might best fit together when creating content. I also like companies that actively support worthwhile causes – and not just because they feel an obligation to do so. In my site, I’m also about encouraging people to be happy and confident in themselves – to do otherwise seems irresponsible. If you handle that kind of thing carefully, it can attract traffic to your site. But if not, you risk losing some of your followers, who can be very judgemental.

I’ve operated as an influencer for a long time now, and I’ve reached a point in my work where I no longer say yes to everything – in fact, nowadays I tend to stick to firms that have clearly done their research beforehand and can say why they particularly want me to promote their brand. Otherwise, I’m likely to turn them down, whether their brand matches my site or not. I’ve been known to sometimes take on firms whose brands I’m not wholly in favour of because their recognition of my talents is the most important factor. Of course, the temptation’s certainly there to take on everything you’re offered, but if you then start letting people down because you can’t deliver, that’s bad news for your followers, who’ll still expect to see regular new content – and they can unfortunately be brutal in their reactions. So you can find yourself under constant pressure.

It can be hard at times to maintain my own voice while still partnering with different brands. So as far as possible, I have discussions with companies about what they’re looking for. I only collaborate with those businesses that match my own profile, as I grew my following by being true to my values. I’m very cautious not to promote anything just for the money that might then turn out to be a polarising topic for my followers – in the end, no-one wins in that situation. My whole take on this ever since I started was that no matter what, I needed to stay true to myself. I’ve seen plenty of people trying to mould themselves into what they thought others wanted them to be, and it really diluted their appeal and lost them their original mastery. They’re the ones who make you what you are and, in my experience, they will always value quality content. Hence, I give them the best I can produce, even if it means there will be delays.

When I mention what I do for a living, I do feel that people immediately assume the driving force behind what I do is trying to sell them stuff they don’t really need, when actually, as I’m often at pains to point out, that’s far from the truth. I don’t think I could live with myself if that’s what I thought I was doing. I promote stuff that I genuinely think people could benefit from hearing about. I also try to focus on products that are likely to boost health and self-esteem alongside the fashion and cosmetics products that I feature – that’s essential, as I’m in a position of considerable influence. And I’ve reached a point where I just don’t collaborate with people that aren’t of the same mindset as me – there’s just no point in sacrificing my following, which I’d probably end up doing. They’d be quick to pick up on that kind of thing, and would be quite unforgiving.

Which influencer has developed a different view from the others on how they select companies to work with?

Which influencer shares D’s opinion on the importance of promoting positivity?

Which influencer has a different attitude from B towards their followers’ expectations?

Which influencer expresses a similar view to C on the importance of maintaining personal authenticity?

Being a social media influencer

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