According to a recent article in Bloomberg Magazine, "social-media influencing has become so much a part of life for young Americans that an overwhelming majority say they are interested in getting paid to promote products on sites such as Instagram and YouTube."
According to the same article, "no less than 86% of people ages 13 to 38 are willing to try out "influencing," according to a survey from Morning Consult. But only 12% currently consider themselves to be influencers. Add in that advertisers are desperate to find ways to connect with a cohort that spends less time watching television and more time on social media feeds, where there is plenty of room for growth."
There's little reason to see why this will slow down. This generation already tends to trust influencers more than celebrities and athletes, and more than half have made a purchase based on a recommendation from someone in their feed. Plus, "61% say they are already posting online about brands they like without receiving any compensation, so why not get paid?"
I AM SHOCKED!
You mean young people want to be paid to sit around, do nothing, and tell other people what to think? Yes, I am shocked!
Shocked that the number is only 86% and not higher.
Why not ask what percentage of people think puppies are cute or believe they should pay fewer taxes? Or perhaps, the number of people who claim to hate Taylor Swift but secretly know all of the lyrics to her songs!
Of course, young people want to be an influencer. In fact, let's skip the word young. PEOPLE want to be influencers. (Editor's note: It is likely that the irony of making this statement in a blog is lost on Scott).
Why do so many people want to be influencers? The answer is in the psychology of influence. Sure, there is the allure of perceived power and prestige, but it goes deeper than that. At the heart of influence is the sense of community and belongingness. People are bound by their passions and feel safe expressing them in a place where they won't be ridiculed or mocked.
For instance, if a student goes "fanboy" on another band student at a drum corps show, they feel safe because they know they have a shared passion. Sharing that same passion with a stranger in your third period English class is an entirely different experience. Trust me, I know.
Being an influencer implies community and community suggests trust.
YOU are an influencer. Not just because you are omnipresent in your students' lives and are a subject matter expert. Other teachers share those qualities but don't have your level of impact. You are an influencer because you have created a real community of shared passions that can be trusted. Trusted to be there in good days and bad. Trusted to do what is in their best interest. Trusted to be consistent, fair, and hold them accountable to a higher standard. They listen to you and believe in what you say.
You are an influencer because your students are under the influence…
Of YOU!
Have a great week.