The word influencer or content creator either makes you dream or roll your eyes. Behind the clichés of beach selfies in Dubai or dodgy product placements hides a real creative profession shaking up marketing codes.
So, what’s the actual job of an influencer? Spoiler: it’s not just “posting cute pics.” It’s about being a content creator, a digital strategist, and sometimes even a mini-media company. And if CMOs don’t take it seriously, they risk missing out on one of the most powerful weapons in modern communication.
Influencer / content creator = strategist
Forget the “blogger in pajamas” stereotype. Today, an influencer is a multi-platform content creator: Instagram, TikTok, YouTube, LinkedIn, Twitch... wherever their audience hangs out.
More than a post: a strategy
Most of their content is designed to grab attention, spark engagement, and sometimes trigger an action. A good influencer juggles:
- Storytelling: turning a concept into a relatable narrative.
- Visual creativity: photos, reels, TikToks, livestreams.
- Community management: conversations, DMs, reactions.
In short: influencers are art directors, chief editors, and TV hosts rolled into one.
The responsibilities of an influencer
1. Creating content that hooks
No engaging content = no audience. And without an audience, there’s no influence. Influencers spend hours brainstorming, shooting, editing, publishing.
2. Building and nurturing a community
An influencer is nothing without their followers. Answering comments, launching conversations, listening to feedback, it’s community building 24/7.
3. Partnering with brands
A successful collaboration means an authentic match between brand and creator. Influencers must stay transparent (#ad, #sponsored) and smart when choosing partnerships.
How to become an influencer today
Good news: you don’t have to be born into it. You can become an influencer, but not overnight.
The key steps
- Find your niche: food, gaming, fashion, B2B, politics… everything’s possible, but you need a clear angle.
- Create consistent content: consistency is king.
- Build your community: don’t just post, engage.
- Stand out: develop a unique tone, humor, or visual style.
Being an influencer takes the discipline of an athlete, the creativity of an artist, and the hustle of an entrepreneur.
Brands + influencers = a powerful duo
Why should CMOs and marketing directors care?
Because influencers succeed where traditional ads fail: they build trust.
Collab formats that work
- Creative sponsored posts.
- Immersive videos (product testing, storytelling).
- Hybrid events (IRL + digital).
Check out our services : we create stunning events and experiences.
Conclusion: The future belongs to influencers
So, what does an influencer really do? They’re creators, strategists, community managers, and entrepreneurs all at once. A tough but insanely powerful job for brands bold enough to collaborate.
If you’re a CMO looking for campaigns that actually move the needle,
Talk to us: we don’t just do influencer marketing, we start revolutions.
FAQ: Influencer job explained
What skills do you need to be an influencer?
You need to be creative (visuals, storytelling), strategic (platforms, targeting), and communicative (community management). Add a touch of data skills to track performance, and you’ve got the full package.
How much does an influencer earn?
Depends on the niche, audience size, and deal type. A micro-influencer may earn a few hundred euros per post, while top-tier creators can charge tens of thousands. Revenue streams also include affiliate marketing, courses, and merch.
Is it easy to become an influencer?
Nope. It takes consistency, authenticity, and time. Successful creators aren’t just “posting selfies”—they’re building personal brands. But with the right strategy, even a beginner can break through.
To read: Statista – Key data on influencer marketing
