Dreaming of becoming a successful content creator or boosting your small business's online presence? According to an academic expert, the secret to gaining followers and making money online is more accessible than you might think.
The Blueprint for Digital Influence
Dr Sophie Bishop, an influencer culture expert and academic at the University of Leeds, has distilled her knowledge into a new book, Influencer Creep. The book explores the profound impact of influencer culture on everyday life and creative industries. She now shares her essential strategies for building a powerful online presence.
Master Your Brand Consistency
The first rule is to establish a recognisable identity across all platforms. Use consistent account names, imagery, colour schemes, and fonts whether you are on Instagram, TikTok, or LinkedIn. Dr Bishop recommends using tools like Instagram's 'Edits' app to add uniform text to your images, Reels, and videos, helping to create a cohesive brand experience for your audience.
Craft a Memorable Self-Brand
Successful influencers often use a catchy tagline or repeated phrase to instantly communicate their brand's essence. Dr Bishop points to popular mum influencer Caroline Parker (@mummysflippinhouse), who famously tells her audience to "don't even think about touching it" in reference to letting tea steep. This phrase became so iconic it inspired her podcast's title, "Don't Touch It."
Authenticity and Embracing Imperfection
Passion is magnetic. Talk about things you genuinely care about, even if the topic seems niche. Dr Bishop highlights the rise of accountancy influencers like Dan Niedle, who has managed to make tax law engaging. Authenticity also means showing the messy reality behind the scenes. Don't wait for a perfect, toy-free living room to start filming. Your audience follows you for your unique perspective, not a flawless backdrop.
Furthermore, don't shy away from discussing challenges and failures. Sharing these experiences can forge a stronger connection with your audience, who are likely facing similar issues, making them feel less alone.
Optimise Your Content's Accessibility
Technical quality matters. Ensure your audience can see and hear you clearly by cleaning your phone's camera lens and considering an external microphone for noisy environments. Adding closed captions or subtitles is crucial, as it allows people to watch your videos with the sound off, accommodating those who are hard of hearing, have a sleeping baby, or are commuting without headphones.
Analyse and Adapt
Finally, pay close attention to your analytics. Notice which types of videos perform well and create more content in that vein. Engage directly with your audience using features like polls and Q&As to gather feedback on what they enjoy and what they want to see next.
Influencer Creep: How Optimization, Authenticity, and Self-Branding Transform Creative Culture by Sophie Bishop is out now, published by University of California Press for £20.
