A brand new business sector is emerging across the globe. Social media advertising is projected to reach $275 billion in 2025, and nowhere is that more evident than in the burgeoning influencer economy.
As one of Atlanta’s premier centers for innovation, RICE has already started investing in the local influencer market. Those efforts bloomed this week when RICE invited ten content creators to join forces with its Stakeholders in an event called Creator Connect.
Running a Multi-Department Operation
It’s often true that influencers struggle to be taken seriously, but the uninitiated may not understand the depth of work that goes into building a career on social media. These new age entrepreneurs generate revenue, manage daily operations, bear the burden of financial risk, serve consumers, and make strategic decisions about growth and sustainability—all things that running a business entails.
When brands want exposure, social media is often their first stop. When they’re not able to generate the engagement they’d like to see on their own, more established influencers are usually the second.
A Contest of Personality and Authenticity
Influencers understand something integral to marketing—authenticity reigns supreme. What they typically sell is personality and the ability to deliver that from a phone screen. That garners trust, which is sometimes helpful, and other times necessary, to convince a complete stranger to buy a product from you.
“I’m a teacher, a mother, a wife, and I’m filled with purpose. My kids and my students are filled with purpose. So I want to make sure I introduce anything that’s good to the people who follow me.” — Cabrina Dixon, Influencer and Educator
That reassuring insight was enough to inspire an on-the-spot collaboration with Aromex, an all-natural fragrance company that now shares some of Cabrina’s audience.
Partnerships in Action
Other partnerships abounded, with many brand owners finding their perfect matches in the sea of influencers around them.
“I got a pair of leggings! A lot of information was exchanged, so I think in the coming weeks, some opportunities will evolve and I’m super excited about it.” — Charity Rosier, Fitness Enthusiast
Rosier’s enthusiasm came from her meeting with Rocket Sports-1’s Jon Dabney. By the end of the event, nearly all of the influencers walked away with new products and potential brand deals, and each of the brand owners left with new content and new eyes on their products.
Growth in Collaboration
True opportunity arises in partnership. As brand owners invited influencers into their worlds with product experiences, the influencers in turn invited brands into their networks of engaged groups and followers. What resulted was a night of unforgettable interactions, both online and in-person, for everyone involved.
Now, it’s clear that the closer product and service-oriented businesses become with the influencer economy, the more both sides will flourish.
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by Garnell Bradley
