Becoming an influencer or content creator is one of the most sought-after careers, especially when it’s flaunted as red carpet events and freebies. But the reality is that very few will get this far because most struggle to break out of the content-creation mold.
I run a boutique influencer-management agency, Reilly Talent, which has allowed me to work with some of the best Australian influencers in the business. It’s become very clear that there are a few specific traits the top 1 per cent have, which put them leagues above everyone else.
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Here are the three reasons top influencers and content creators are far more successful:
1. They break the content barrier
The first and most important factor for success is producing high-quality content. By this, I mean well-researched, well-written, and visually appealing content.
Successful content creators also understand their target audience and create content that resonates with them. This includes topics, style of delivery, and even the format of the content.
By consistently producing high-quality content, creators are able to build a loyal audience that is eager and begging for more.
Avoiding complacency is also key. The most successful influencers and content creators are always looking for the next ‘thing’, whether that be a new platform, new niche or even a new style.
2. They care about retention
It’s not enough just to aim for viral videos, especially on platforms like TikTok. You have to care about audience retention and do your best to nurture relationships with them.
This can be as simple as running events, engaging with your audience more through polls or questions or even making videos that longtime fans can appreciate.
I ask all of my creators to follow the 1,000 true fans theory. This framework dictates that if a creator just had a thousand people willing to spend $100 on that creator over the course of a year, they could make a six-figure income.
3. They diversify their content
Producing amazing content is only half the battle; the other half is getting your content in front of the right eyeballs. Top content creators understand the importance of diversifying their social channels.
As Bruce Lee once said: “Be like water”, meaning be flexible and open-minded.
In 2023, it has never been easier to take your content and put it on every social channel. There is no reason a TikTok creator can’t post the exact same video on Snapchat, Facebook, Instagram and Twitter. Now you’ve potentially just quadrupled your chance of building an audience.
Many influencers and content creators get scared of just putting anything out when their fan base builds. This is out of fear they may do something wrong. In my experience, the best in the industry share and document everything they can. Their goal is to purely give their fans a much more intimate experience than they would get from any other influencer.
Remember, it takes a lot of time and effort to build an audience. Some things don’t happen overnight so, as long as you’re patient and persistent, all you have to do is keep moving forward.