Why I Feared Being Called an Influencer?

The term “influencer” has become ubiquitous in contemporary digital culture, yet its definition remains nebulous. For years, I resisted the label, despite collaborating with prominent brands such as The Ashe Company, Digicel Jamaica, Pepsi Jamaica, Juici Patties, Sagicor Group, etc. among others. My reluctance stemmed not from a lack of pride in my work but from a deeper, more existential question: What does it truly mean to be an influencer?

This article explores my personal journey with the term, the academic and professional frameworks that define influence, and the psychological underpinnings of imposter syndrome that often accompany such roles. By examining these elements, I aim to provide a nuanced understanding of what it means to wield influence in the digital age and why the title can be both empowering and fraught with uncertainty.

The Fear of the Label

My apprehension about being called an influencer was rooted in two primary concerns: the lack of formal qualifications associated with the role and the fear of being perceived as inauthentic. Unlike professions such as journalism or communications, which require years of specialised education and experience, the path to becoming an influencer is often unstructured and subjective.

As someone who holds two degrees in specialised fields and has worked extensively in digital marketing and content creation, I struggled to reconcile my academic and professional identity with the seemingly amorphous title of “influencer.” This dissonance fueled a persistent sense of imposter syndrome.

The tipping point came when someone I admired at my gym referred to me as an influencer. Their casual remark forced me to confront my own insecurities: What makes me an influencer? Is it the number of followers I have? The brands I’ve worked with? Or is it something less tangible, like the ability to inspire or persuade?

Defining Influence

To understand the role of an influencer, it is essential to first define the term within an academic context. According to Freberg, Graham, McGaughey, and Freberg (2011), influencers are individuals who have built a reputation for their knowledge and expertise on specific topics, enabling them to shape audience opinions and behaviours through curated content and strategic communication.

This definition aligns with the concept of “social capital,” as proposed by Bourdieu (1986), which refers to the resources available to individuals through their social networks. In the digital realm, influencers leverage their social capital to create value for both their audiences and the brands they collaborate with.

The Pathway to a Successful Influencer

While there is no standardised pathway to becoming an influencer, certain skills and strategies are commonly associated with success in this field. These include:

1. Content Creation: The ability to produce engaging, high-quality content that resonates with a target audience (Abidin, 2016).
2. Audience Engagement: Building and maintaining relationships with followers through consistent interaction and community-building efforts (Djafarova & Bowes, 2021).
3. Brand Collaboration: Partnering with brands to create authentic, value-driven campaigns that align with both the influencer’s personal brand and the audience’s interests (De Veirman, Cauberghe, & Hudders, 2017).
4. Analytics and Adaptation: Utilising data-driven insights to refine strategies and maximize impact (Khamis, Ang, & Welling, 2017).

In my own journey, these elements have been critical. Collaborating with brands like Pizza Hut Jamaica, Cran Wata, and Heineken Zero, etc. required not only creativity but also a deep understanding of audience preferences and brand objectives. Yet, despite these accomplishments, the absence of a formal credentialing system often left me questioning my legitimacy.

The Role of Authenticity in Influence

One of the most significant challenges in the influencer industry is maintaining authenticity. Audiences are increasingly savvy and can quickly detect when content feels forced or disingenuous. This pressure to remain authentic while navigating commercial partnerships can create a tension that exacerbates imposter syndrome.

Research by Audrezet, de Kerviler, and Guidry Moulard (2020) highlights the importance of perceived authenticity in influencer marketing. According to their findings, audiences are more likely to trust and engage with influencers who demonstrate transparency, consistency, and a genuine connection to their content.

For me, this meant finding a balance between professional collaborations and personal expression. Whether working with National Commercial Bank to promote financial literacy or partnering with GenXS Jamaica to celebrate Caribbean culture, I strived to ensure that my content reflected my values and resonated with my audience.

Redefining Influence on My Own Terms

The journey to embracing the title of “influencer” has been fraught with self-doubt and introspection. However, it has also been a journey of growth and self-discovery. By examining the academic and professional frameworks that define influence, I have come to understand that the title is not about formal qualifications or external validation, it is about the impact we make and the connections we foster.

Influence, at its core, is the ability to inspire, educate, and connect. The true measure of an influencer lies in their ability to create meaningful, authentic content that resonates with their audience.

As the digital landscape continues to evolve, so too will the role of influencers. By embracing the complexities of this role and redefining it on our own terms, we can move beyond imposter syndrome and embrace the power of influence with confidence and purpose.

I’d love to hear your thoughts! Let’s continue this conversation in the comments. And if you’re curious to follow my journey as I navigate the ever-evolving world of influence, hit the Follow button and join me as I explore the intersection of creativity, authenticity, and impact.

!!!!CHECK OUT THESE ARTICLES!!!!

• Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100.
• Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
• Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.), Handbook of theory and research for the sociology of education (pp. 241-258). Greenwood.
• Clance, P. R., & Imes, S. A. (1978). The imposter phenomenon in high achieving women: Dynamics and therapeutic intervention. Psychotherapy: Theory, Research & Practice, 15(3), 241-247.
• De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
• Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
• Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
• Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191-208.