Think Influencer Marketing Isn’t Legit? Here’s the Truth!

is influencer marketing a real job, career choice, being an influencer

First off, if you’re still wondering whether influencer marketing is a “real” job, welcome to 2024—where brands and influencers are making bank, and Komal Pandey is pretty much a household name.

Remember the days when we spent hours watching PopXO, OK Tested, and YouTube creators like Prajakta Koli or Sejal Kumar? Back then, it felt like these people were just having fun, putting up cute vlogs or fashion hauls. Fast forward to today, where the same group of people have conquered the digital world! Komal Pandey is the go-to fashion guru, Prajakta’s in Bollywood now, and Sejal’s dropping her own songs. What started as “Oh, I’m just making videos in my room!” has evolved into full-blown careers, complete with brand deals, ads, and management teams.


But where did it all begin?


Even though Penny once explained to Sheldon that the Kardashians aren’t real celebrities, we hate to break it to you but, the origins of this modern day, social media “influencer” culture can be traced back to the Kardashians and Jenners. And yes, in a way, that makes them real celebrities. *Sigh* Kim, Kylie, Paris Hilton and the gang who revolutionised the term “selfie” also laid the foundation of modern influencer marketing. 

Hate ‘em or love ‘em, you can’t deny the fact that they pioneered the concept of creating brands based on personal image, lifestyle, and embracing social media as a real job. You may have rolled your eyes at them back in the day (and might still do), but every time you double-tap on a beauty tutorial or shop from an Instagram swipe-up link, you’re paying homage to the OG influencers. 


Influencer marketing today is BIG business

The best way to tackle the question of “Is this a real job?” is to lay down the facts. India’s influencer marketing industry is estimated to reach Rs. 3,375 crore by 2026. That’s a pretty staggering number for something that once involved awkward teens vlogging their skincare routines.  

In fact, influencer marketing today is one of the fastest-growing career paths. These people are not just posting “quirky content” on their social media accounts but strategizing content, curating brand collaborations, and running full-blown enterprises. Social media platforms like Instagram, YouTube, and even TikTok (RIP in India) are where brands are putting their money. 

Why? Because traditional marketing doesn’t uphold the same value and repetition like it once did. The audience doesn’t want stiff ads with scripted actors—they want real people doing real things with real opinions. 

Creators like Bhuvan Bam (BB Ki Vines, remember?) and Tanmay Bhat (the stand-up comedian who made his content a full-blown empire) were once on the fringes of mainstream entertainment. Today, they have massive brand endorsement deals. And trust me, they’re not promoting products for free T-shirts and “exposure.” Influencers like them make six-figure sums for one brand collaboration, and that’s just the beginning.



Komal Pandey, Prajakta Koli, Sejal Kumar

You might be wondering – But what do they really do all day?


Let’s break down the myth that being an influencer is all about taking selfies and sipping on matcha. Sure, the Instagram aesthetic is important, but behind those pretty grids and trendy reels are hours of planning, strategizing, editing, and content management. Influencers have to build and nurture their community because trust is everything. Brands don’t just pay influencers for a post; they pay them for their audience’s trust, which is built over months or even years of consistent, authentic content.


PopXO, OK Tested, and similar platforms were early homes for many of India’s biggest creators. These digital spaces not only provided a playground for budding content creators to experiment with ideas, but they also showed the potential of good content. People who started as writers, stylists, or video hosts have grown into personal brands worth millions. For instance, Komal Pandey went from an in-house stylist at PopXO to a fashion influencer. Prajakta Koli, whose quirky “MostlySane” videos made her one of the most relatable influencers, is now a part of Netflix’s India roster. What started as a side hustle for some has now turned into a lucrative, full-time gig for many. 


So, to answer your question – Yes, influencer marketing is very much a real job, and one that has the possibility of bringing you home millions, if you play your cards right! 💅


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