MAKING money from social media is no longer the sole domain of celebrities, as brands chase everyday Australians to boost their products.
Instagram has seen the rise of “micro-influencers” with as few as 5000 followers, being approached by brands to try lifestyle products and post about them.
The new landscape has evolved in recent years, according to Anthony Svirskis, CEO of Tribe – a platform that matches Instagram influencers with marketers.
“Ten years ago, celebrities would endorse brands … two or three years ago, a social influencer was often a good looking girl, promoting tanning lotions,” Mr Svirskis said.
“Now, micro-influencers have become very powerful. They may have 5000 or 10,000 followers, who they have built through passion and expertise. We connect micro-influencers and everyday people to a brand they already love.”
Mr Svirskis said that everyday people were the best advocates for brands because they actually consume them and their followers believe what they have to say.
Tribe currently has 13,000 influencers in Australia and 2500 brands. Influencers earn $192 per post on average, but the top earners might charge $5000 per post. Tribe puts a 20 per cent margin on top, so when an influencer charges $200 a post, the brand then pays $240.
“A good influencer probably makes around $500 a week and a top influencer might make up to $60,000 a year, on top of their regular jobs,” Mr Svirskis said.
The most successful micro-influencers are able to move across various lifestyle categories, such as fitness, food, travel and fashion, but there is no short cut to success.
“You need to have a passion, be creative and express your passion through creating content on Instagram,” Mr Svirskis said. “The entry point to being able to commercialise is far easier now than in the past, but there are no shortcuts.”
Alicia English was studying fashion design and doing a marketing internship when she established a website to sell clothes.
Focusing on social media, she noticed that her clothes attracted more interest as her Instagram followers increased in number.
“I had a couple of thousand followers (at first),” Ms English said. “My personal friends started increasing, and then a few companies started sending me clothes.”
Ms English now has 11,100 followers and earns around $150 a week, on top of being sent free products and being invited to brand events.
“By the end of the year, I want to reach 20,000 followers and see how that goes,” she said, adding that she likes to keep the fashion styles she designs real and relatable.
“I try not to be fake and I don’t over plan the photos,” she said.
“A lot of the pictures are taken in my backyard with my mum.”
Finder.com.au spokeswoman Bessie Hassan said savvy business owners are cashing in on Instagram and Facebook.
“For small business owners especially, the platforms are affordable ways to market their products,” Ms Hassan said.
Originally published as Everyday Aussie “influencers” earning thousands