The world of influencer marketing has undergone a significant transformation in recent years, evolving from a niche hobby to a lucrative career path for many. This shift is exemplified by the journey of Katherine Ormerod, a former fashion journalist who unexpectedly found success in the digital realm.
Ormerod's transition into influencing was unplanned, stemming from a challenging housing situation in October 2020. Pregnant with her second child, she began documenting her home improvement projects on Instagram, resonating with her audience in an unexpected way. This organic growth led to partnerships with prestigious brands like Fortnum & Mason and Ralph Lauren.
The curator economy has given rise to ordinary individuals becoming influential figures across various niches. From fitness to parenting, skincare to gardening, these content creators have reshaped traditional marketing strategies. The industry's value has skyrocketed, with estimates suggesting it's worth £195 billion annually.
However, the path to success in this field is not without its challenges. A recent survey revealed that only 12% of full-time creators earn more than £39,000 per year. The landscape is competitive, requiring consistent effort and adaptability.
For businesses, the maturing influencer market has necessitated evolving strategies. Taymoor Atighetchi, founder of stationery company Papier, notes the shift from simple product gifting to more complex, multi-layered approaches involving both micro-influencers and larger paid partnerships.
The rise of influencer marketing agencies has further professionalized the industry. Ed East, co-founder of Billion Dollar Boy, describes the progression from small-scale deals to multi-million pound contracts with major corporations like Unilever and Diageo.
Despite the potential for success, the influencer lifestyle can take a personal toll. Katherine Ormerod and fellow influencer Eva Katzler both express concerns about the impact on mental health and the pressure to constantly engage and share personal experiences.
"I sat down one day and realized I was becoming professionally popular – or unpopular, being the salient point. I felt I couldn't do that anymore. It wasn't good for my mental health at all."
As the influencer marketing industry continues to evolve, content creators must navigate the delicate balance between building a successful career and maintaining personal boundaries. While the potential for creativity and financial reward is significant, it's crucial to approach this career path with awareness of its challenges and potential pitfalls.