The “science” behind successful influencers

A “Get ready with me for …” style video usually consists of the content creator taking the audience through the steps of getting ready for an event or just a normal day. These steps generally include skincare, makeup, hair and picking out an outfit, typically while telling the audience what is going on in their lives.

Similarly, a “Day in my life” style video usually consists of the creator taking short clips of what they do during their day, such as waking up, going to class or work, going to the gym and editing it all together. This essentially creates a small glimpse into creators’ personal lives. Some even include timestamps to further help their audience picture what a day in the creator’s life looks like.

With TikTok influencers like Alix Earle and Katie Fang rising to immense fame from creating and posting these types of videos, more and more users have started to create and post their own.

But why are these types of videos so popular?

Assistant professor of advertising and public relations Mariah Wellman said it mainly boils down to curiosity and the desire to bond with others.

“I think that we’re starved for connection and we’re also super interested in how other people live their lives, especially people that we maybe don’t get to see in our day-to-day. Somebody like Earle, who today, has a lifestyle that’s quite different from your typical college student or typical, you know, recent college graduate,” Wellman said. “We want to find ourselves in community, to feel like we have people in our corner, and sometimes, ‘Day in the life’ videos can really help put an influencer on the same level as their audience. So we feel like we know Alix Earle, and we feel like we can identify with her and have things in common with her when we get to watch her live her day-to-day life on apps like TikTok.”

Similarly, mechanical engineering senior Christopher Frontiero said users could be drawing inspiration from these influencers who gained fame by doing the same thing.

“It’s all about an increase in popularity in people trying to share their own perspective of the world,” Frontiero said. “It’s becoming more and more popular because as more people from different areas of the internet start becoming popular and blowing up, it creates this overall curiosity in viewers who think, ‘Maybe I could do the same thing. Maybe my unique experience and perspective are worth sharing with people. Maybe my authenticity could get me to a similar place.'”

Journalism freshman Abigail Hosler said the popularity may be due to the desire to follow in a successful influencer’s footsteps.

“I feel like a lot of people maybe want to get like, a break, so to say,” Hosler said. “I feel like we kind of want to not have to necessarily do a traditional nine-to-five work day. And now that influencers are becoming so popular and being able to quit their jobs, everyone’s doing it to hope to maybe be able to quit their job and just make and edit videos all day.”

As these trends continue to grow, Wellman said viewers of these videos are starting to transition into content creators.

“We’re having a collapse between followers and creators, or followers and influencers,” Wellman said. “People are starting to become really inspired by these big content creators and influencers, and want to share their own ‘Day in the life’ videos. Even if they’re not as exciting, they’re still going to be an audience for that kind of person sharing their life, even here on campus.”

As for viewers of these specific videos, the appeal of these trends can vary from user to user.

Hosler said the videos may attract viewers due to their natural ability to show how others view the world.

“I think it’s nice to like, live in someone else’s shoes for a little bit through a video, especially if you’re seeing a day in the life of an actor or actress,” Hosler said. “I feel like that’s really intriguing, because it’s not a point of view you typically see. So I definitely think it’s like that it’s kind of an out of body experience.”

Frontiero said “Day in my life as…” and “Get ready with me for…” videos can even bring a sense of community.

“… There’s this shared appreciation for people who are sharing what they’ve learned, and sharing their experiences and perspective with the world, in hopes that it will bring people together, and it does bring people together,” Frontiero said. “And the people who create that type of content see that and want to share their perspective and when they’re rewarded by people appreciating their authenticity, it’s a very positive use of social media.”

However, even with the increasing popularity of generating and uploading “Day in my life as…” and “Get ready with me for…” content, not every user has achieved the same level of success influencers like Earle and Fang had with these types of videos.

Support student media!
Please consider donating to The State News and help fund the future of journalism.

Wellman said this is because of a number of factors.

“One of the main reasons is that we have an over-saturation of creators now, and that doesn’t mean that people shouldn’t create content; It just means that it’s going to take a little bit more and a little while longer, potentially, to grow a following,” Wellman said. “People like Earle started creating content, you know, years ago, 2020, 2021, when TikTok was really blowing up for the first time. And what happens when you have somebody who creates content consistently that would attract or draw in a large number of people at a time where there weren’t that many creators on TikTok, that’s going to result in more viral videos, right? More audience, more eyeballs on that content, which results in a greater number of followers.”

However, Wellman also said that the observed increase in these types of videos equates to more creators and fewer viewers open and interested in following these newer creators.

Additionally, Wellman said the amount of work that goes into being an influencer may not be feasible for the average person.

“You also have other aspects of the industry, like popular aesthetics. Not everybody looks like Earle, for example. You also have the type of lifestyle that she lives. Not everyone can afford to go out and buy lunch and coffee every day, and blog about it, or put up clothing hauls every week with fancy clothes, or do PR unboxings, right?” Wellman said. “… Somebody like Earle has that set foundation and has the financial opportunity, the time and the energy that a lot of other people don’t have to create that kind of content, and all of that continues to push her content and allow her to continue to go viral week after week. As someone who is just starting out, they have to be a little bit more creative with the ways in which they make content in order to draw those eyeballs in. And so we’re seeing, you know, fewer people go viral at this time, just because of what it takes to be a popular influencer. It’s just not as easy as it used to be.”

Similarly, Hosler said it can be a mix of the creator and the video’s content itself.

“… I feel like it depends on a lot of things, like, ‘Does the person look stereotypically, you know, popular or like, pretty or whatever. That kind of thing. Do they fit the stereotypical norms that continue societal messaging and stuff like that,” Hosler said. “And I also feel like sometimes it’s a right place at the right time kind of situation, and less of the video itself.”

Additionally, Hosler said the “Day in my life as …” and “Get ready with me for …” types of videos are “over-saturated” and “it’s not unique anymore.”

Frontiero said understanding your audience is a big factor.

“… Each content creator is different, and each content creator is unique,” Frontiero said. “The relatability to the content you’re sharing with the people that are in similar spots in their life, for example, ‘Day in the life of an engineering major.’ If other engineering majors are consuming that content, and they relate to it, and it clicks with them, it’s your authentic experience, but it makes other people feel seen. It makes other people feel understood. And It makes other people see that they’re not going through their own struggles alone.”

Although the content created and posted by users may not go viral, many still choose to make and upload content continuously.

Wellman said this may be due to the user’s goals.

“I think that they have to have a higher purpose than just wanting views and making money,” Wellman said. “… What is your why, beyond just wanting to be famous, you know, what is something that will keep you committed to creating content that has nothing to do with money, nothing to do with fame, nothing to do with followers? And that kind of internal drive is going to be what pushes you to eventually get that fame, followers and money.”

Similarly, Frontiero said these users may continue making and uploading content simply because they enjoy it.

“They’re doing it because they love doing it, and they do not care about the outcome. They’re not attached to the outcome or striving for fame. They’re doing what they love by creating content and doing their own thing,” Frontiero said. “And for them, sharing it with people, is a relief, and it’s comforting to them because everybody who does see it and does interact with it, even if it’s not a crazy amount, it’s the reassurance and the love that they need and them feeling seen.”

Hosler said for some, creating and uploading content may not be for the views, but to share their experiences with those around them.

Seeing as some individuals become famous influencers from the same types of content that other users don’t get much recognition for, is there a certain “science” behind a successful influencer?

Wellman said it’s a combination of a type of science and luck.

“So, there’s a little bit of a science … There’s this idea of creating consistent content that’s sort of niched down and focused on a handful of different things. There’s this level of connection and finding ways to make your audience feel seen and heard. There’s a level of transparency and trust that you’re trying to build, and credibility and sharing your own, you know, expertise,” Wellman said. “But then there’s also, you know, these kinds of intangible things, like, will the algorithm want a video that’s less than a minute or over a minute, and how many times should you post in a day … At the end of the day, some people are going to benefit from that type of tactic, and other people aren’t.”

However, Wellman said it’s important to keep your audience in mind when creating content.

“I think at the end of the day, the science behind influencing is remembering that people want to connect with other people, and people are inherently curious. People want to know how you see the world,” Wellman said. “So if I had to say what the science of influencing is, it’s simply being open, wanting to share your life and aspects of your life, or your experiences or knowledge with other people, and showing people how you see the world. And eventually, you’re going to find the audience or the followers that resonate most with you, and that is what’s going to lead to success.”

Frontiero said the “science” of becoming a successful figure on social media includes creating and uploading content that expresses one’s true nature.

“… To be chasing a bigger and bigger audience by following analytical rules, and filtering yourself and the content you make in a certain way in hopes that it’s more successful, dampens creativity, expression and authenticity, which can be damaging,” Frontiero said. “It’s all about finding a right balance between analytical and creative thinking … And also finding the right audience that resonates with you.”

Discussion

Share and discuss “The “science” behind successful influencers” on social media.

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}