The Influencer’s Influence: Is It Eroding the Foundations of U.S. Manufacturing?

I’ve seen several posts around manufacturing influencers, both positive and negative, so I thought I’d add my own two cents to the conversation.?

Personally, the word makes me cringe whenever someone calls me an influencer. Immediately, I think of the Kardashians, and I believe there are more inspiring figures for younger generations to look up to, such as the individuals who are designing and creating things in this sector (let’s agree to disagree on this one).?

However, a lot of great content is being created around manufacturing, and not all of it is being developed by Subject Matter Experts (SMEs), which is ruffling some feathers within the sector.?

There are two sides to the debate around manufacturing influencers:?

1. Influencers can significantly boost visibility, consumer engagement, and education about U.S. manufacturing and its value to our economic stability and national security.?
2. There are risks of misrepresentation, promotion of unstable practices, economic disparities, and ethical concerns.

Balancing these factors is crucial for leveraging the positive aspects of influencer culture while mitigating its potential downsides. So, let’s take a deeper dive into influencer culture and its negative and positive impacts on U.S. manufacturing.?

Influencer Culture in the U.S.?

Influencer culture in the U.S. has become a defining aspect of the digital age. An influencer is typically an individual who has amassed a significant following on social media platforms such as TikTok, Instagram, YouTube, X, and Snapchat. These individuals leverage their online presence to affect the purchasing decisions and behaviors of their audience.?

The concept of influencers dates back to the early days of blogging and YouTube, but it has exploded with the advent of social media. Influencers range from celebrities and industry experts to everyday individuals who have built a niche following through engaging content.?

Google accredits Julia Allison and Jeffree Star as the first influencers. Regarding manufacturing, I think we can all agree that Mike Rowe is the first to influence viewers to appreciate manufacturing and jobs within the trades. If you have someone else in mind, by all means share their name in the comments below.?

Influencers play a crucial role in modern society. They shape consumer behavior, drive trends, advocate for social change, and provide educational content. They also build communities, foster connections, and contribute to business and entrepreneurship.?

But how does the influencer culture affect perspectives around U.S. manufacturing?

The Role of Influencers in the U.S. Manufacturing

On the positive side, manufacturing influencers leverage their online followings to highlight American-made products, raising awareness about the quality craftsmanship involved in U.S. manufacturing. This can lead to increased consumer interest and support for domestic products. Spotlighting innovative processes and technologies helps position us as global leaders in the sector and also attracts potential investments and partnerships.?

Influencers also help create a direct connection between manufacturers and their potential buyers, bypassing traditional retail channels. This direct engagement can lead to higher brand loyalty and repeat business.?

The direct channel that influencers have with their niche audiences allows manufacturers to reach specific consumer segments more effectively. This targeted approach can result in better conversion rates and a higher return on investment for marketing campaigns.?

I’ve always said we suck at being our own cheerleaders, and a lot of manufacturing influencers are creating content that educates consumers and outsiders about manufacturing processes. The behind-the-scenes stories help promote transparency and build trust.?And, not to be a jerk, but some of the content is much better than what some companies produce internally.

This not only demystifies complex manufacturing practices and highlights the ethical standards of U.S. manufacturers, but it also excites the American community about the everyday products and cutting-edge technologies they use being designed and created in their own backyards.?

We all are well aware of the skills gap. The stories that influencers share raise awareness about the importance of manufacturing jobs for the U.S. economy and national security, encouraging support for policies and practices that promote domestic job growth.?We need all the help we can get.

Highlighting the skills needed and the various careers available in the sector helps attract the new talent we need to close all the gaps within manufacturing.?

By bridging the gap between manufacturers and consumers, influencers play a crucial role in promoting innovation, quality, and sustainability within U.S. manufacturing.?

The Negative Side of Manufacturing Influencers

However, there are a lot of critiques and concerns around their influence and intentions of creating content on a subject they may lack genuine knowledge of.?

One significant challenge posed by influencers in the manufacturing sector is their frequent lack of expertise compared to SMEs who possess in-depth knowledge and experience. Despite their limited understanding of complex manufacturing processes, influencers often command a larger spotlight due to their extensive reach and ability to engage with vast audiences.?

This prominence can overshadow the insights and contributions of actual experts who have a comprehensive grasp of the technical and operational nuances of manufacturing.

I had a conversation with a European friend of mine, and they said, “Just think about it. So many people in this industry have spent years learning and improving their skills. They have knowledge and experience that can’t be found in any books. It becomes their livelihood. It can be insulting to them and their integrity to see “influencers” talk about their craft in an inaccurate way and get compensated for it.”?

As a result, misinformation or oversimplified portrayal of manufacturing practices can spread, potentially leading to consumer misunderstandings and skewed perceptions about the sector.?

Furthermore, the need to constantly create engaging content pushes some influencers to only focus on the glamorous aspects of manufacturing, neglecting the more mundane but essential parts of the process (i.e. the dirty, dark, and dangerous). Thus leading to unrealistic expectations among consumers.??

My good friend, Sean Dotson, mentioned the economic and ethical concerns in his article 2024 – The Death of the LinkedIn Influencer:?

“In many cases the influencers use their popularity and reach to sell pay-for-play posts to promote products…However, the lines get a bit fuzzy when there is a lack of transparency. Not telling your audience that you received compensation for a post or video is not only ethically wrong, it’s illegal according to the Federal Trade Commission (FTC).”

Sean goes on to say that by informing audiences of paid partnerships not only keeps influencers’ intentions honest and genuine, but it also “allows people to weigh the value of your endorsements,” especially for the manufacturers involved in such practices.?

Another thing Sean touches on is influencer fatigue. Overcommercialization by influencers can lead to skepticism about influencer endorsements and actually prevent consumers from buying something that they are hearing too much about.?

Sean also emphasizes the importance of practicing what you preach. “Stating the problem is one thing. Offering actionable solutions that you, the influencer yourself, are working on is another.”?

Mitigating Negative Impacts of Influencers in Manufacturing

There’s no doubt that the role of influencers in manufacturing is significant, but how do we harness the benefits while minimizing the downsides? Certain strategies must be adopted to promote transparency, authenticity, and responsible practices.?

To start, both influencers and manufacturers should always disclose sponsored content or partnerships to maintain transparency with their audiences and buyers. This helps build trust and ensures followers are aware of any potential biases.?

Furthermore, authentic endorsements resonate more with audiences and preserve the influencer’s credibility along with the companies they are collaborating with.?I think we can all agree that there are a handful of influencers out there who are only prioritizing their well-being and not that of the sector. It's up to us and businesses to filter them out and focus on those that truly bring value to manufacturing.

To prevent misinformation from spreading, manufacturers should connect influencers to SMEs that can educate them on their products and services. This can include factory tours, detailed briefings, and hands-on experience that will help them create more informed and accurate content around the brand.

As a tech writer, I always include a review process before publishing any content to ensure its accuracy and alignment with the brand’s messaging. This not only enhances my credibility and the manufacturers that I work with, but it also fosters a more informed and responsible consumer base.?Regularly scheduled meetings also help maintain the integrity of the overall message of a brand.

The Trajectory of Influencer Culture in the U.S. Manufacturing?

There’s no question that influencers wield significant power in the realm of U.S. manufacturing, playing a dual role that can both uplift and challenge the industry. Given this dual nature, there is a pressing need for consumers to make balanced and informed choices.?

Manufacturers and influencers must work together to ensure that the content shared is accurate and transparent and promotes responsible consumption. By highlighting sustainability, ethical practices, and the real value of quality over quantity, influencers can help shift consumer behavior toward more mindful purchasing decisions.?

Consumers, in turn, should seek out and support influencers who demonstrate integrity and a genuine understanding of the products and industries they endorse.?

Looking to the future, the trajectory of influencer culture in U.S. manufacturing will likely continue to evolve (as much as some do not want it to) with advancements in technology and changes in consumer behavior.?

As social media platforms introduce new features and regulations become stricter, the landscape will demand greater accountability and authenticity from influencers. This evolution presents an opportunity for a more symbiotic relationship between influencers and manufacturers, where both parties can benefit from collaboration while maintaining ethical standards.?

If managed effectively, social media personalities' influence can continue to drive positive change, promoting the growth and sustainability of U.S. manufacturing in an increasingly digital world. This is essential not only for our economic stability but also for our national security, which is at risk if U.S. manufacturing fails.