Why People Want to Become Influencers
- 7 mins
I spend a lot of my time thinking about how to do influencer marketing well. But lately, a different question has been on my mind:
Why do people become creators in the first place?
The cynical little troll in my head jumps in right away: “Because they want free stuff and an easy online life.”
Quiet, troll.
Anyone who’s spent even a little time around creators knows it’s not nearly as effortless as it looks. Free products can’t make up for the constant grind: fighting unpredictable algorithms, putting yourself out there to be judged, critiqued, or even harassed.
And yet, an estimated 4% of social media users and 3% of internet users identify as creators. Which raises the question: if it’s such a demanding and often brutal path, why do so many people choose it?
What draws them to the ring light? What motivates them to share their ideas, lives, and creativity with the world despite all the pressure that comes with it?
For marketers, understanding these motivations isn’t just interesting. It’s crucial. So let’s break it down.
1. Building a Personal Brand
For many creators, building a personal brand isn’t just a perk. It’s the goal. It’s about being recognized for something unique. In a professional setting, that might look like sharing insights on LinkedIn. In lifestyle spaces, it might mean curating a perspective on beauty, fitness, or entrepreneurship. Whatever the niche, it’s a powerful way to stand out.
Research shows that people are more likely to trust leaders and founders who are visible online. The same principle applies to creators. Visibility builds credibility, and credibility opens doors. That’s, for example, how Steven Bartlett grew a personal platform into a large media empire.
What this means for you: Creators who are motivated by personal branding care about how your partnership enhances their reputation. Highlight how collaborating with your brand elevates their profile. Consider co-branded campaigns, featuring them on your channels, or giving them a platform to showcase their expertise alongside your product.
2. Owning the Story
For many creators, becoming an influencer is about identity. Social media offers a rare opportunity to tell their stories on their own terms. That can be powerful for anyone who has ever been misrepresented or excluded from mainstream narratives.
Nabela Noor is a strong example of this. She has shared how creating content helped her reclaim beauty in her Bangladeshi heritage and her body image. The things she was once bullied for offline are the same things that made her influential.
What this means for you: When a creator is driven by identity, the worst thing a brand can do is silence or dilute the voice they’ve worked so hard to build. Instead, align on shared values and goals, then give them the freedom to express their perspective. This leads to more authentic content and a stronger, more genuine partnership.
3. Finding Comfort in Creativity
Content creation can be deeply personal. Research shows that storytelling can support mental health, and many creators describe posting as a way to express themselves and process life’s challenges.
Take Jazz Thornton, a mental health advocate and author who shares honest, vulnerable stories on TikTok. Her openness connects with viewers who say her content has helped them keep going. For creators like her, creating is more than a job. It is therapeutic.
What this means for you: These creators shine brightest when they feel inspired by a campaign. Position your offer and brand as part of a larger narrative, then give them the freedom to share it through their own unique perspective.
4: Building Community and Connection
For many creators, becoming an influencer is about building community and connection. Social media offers a unique space where people can find and engage with others who share their interests, values, or life experiences. This sense of belonging can be especially meaningful for those who feel isolated or misunderstood in their offline lives.
Creators often view their audiences as more than just followers. Their communities provide support, encouragement, and meaningful conversations. This two-way connection gives their content purpose and drives them to keep sharing. Take Kid Fury, a YouTuber and activist whose channel has become a safe space for underrepresented voices. For creators like him, the community they build is not just a byproduct of their work but the very heart of it.
What this means for you: If a creator is motivated by community, your brand should prioritize authentic engagement and shared values. Support their efforts to foster connection and avoid anything that feels transactional. This approach will help you build lasting partnerships based on trust and genuine collaboration.
5. Turning Influence Into Income
Finally, for many people, influencing is about access. Traditional paths to success like publishing, modeling, acting, or business often come with gatekeepers. Social media, on the other hand, still feels open to anyone willing to put in the effort.
That’s why stories like Charli D’Amelio’s strike a chord. She started dancing in her bedroom and grew to become one of the most-followed creators on TikTok, now worth millions. Or consider Zoella, who went from making DIY videos in her bedroom to building a global business. Influencing can feel like a way to break free from limitations and open doors to new possibilities.
What this means for you: These creators are motivated by stability. They want to turn their content into sustainable careers. They often value long-term partnerships, retainers, or clear and consistent payment structures. Offering security increases the chances they’ll reward you with loyalty.
So we have to ask:
Does this align with what you’ve seen in your work with influencers? Have you noticed different motivations and does understanding them change how you collaborate?
Hit reply or reach out to us and share your experience. We read every message.
We Make The Difference.
GoMarketish Team
