It’s a common misconception that influencers are jobless. In reality, many influencers work hard to create content, build communities, and engage with their followers.

Influencer marketing has become a booming industry, with brands and companies partnering with influencers to promote products and services.

They often spend a significant amount of time and effort planning, creating, and curating their content, as well as managing their online presence and collaborating with brands to reach their target audience more effectively.

Social media platforms allow influencers to share their experiences and recommendations, creating a sense of trust and credibility among their followers.

Whether it’s fashion, beauty, fitness, or lifestyle choices, influencers can shape and influence popular culture. Their endorsements or displays of certain products or behaviors can make them go viral and gain widespread attention.

Many followers see influencers as friends or peers, resulting in a higher level of trust and engagement with their content. This authenticity leads to stronger connections between influencers and their followers, influencing their opinions and choices.

By leveraging their influence, they bring attention to various societal challenges and inspire others to get involved.

Big Brother Naija reality star and actress, Munirat Antoinette Lecky, has revealed that many people disrespect and look down on social media influencers as “jobless human beings”.

Lecky stated that it was very ill-mannered for singer Wizkid to label Nigeria’s veteran music executive, Don Jazzy as an ordinary “influencer” during his recent social media outburst.

“I don’t know the crux of the issue but from what I read in the press, I do believe that he [Wizkid] using the word influencer was meant to be seen negatively. I do think that what was his point. You know, a lot of people see influencers as jobless human beings. Many people feel like, ‘This one, the degree she carries she couldn’t get work and now she’s dancing on Instagram.’ That’s just what most people see as an influencer.
“That is why you often now see people trying to tag themselves as a specific type of influencer; a lifestyle influencer, a fashion influencer because the word influencer now just feels like ‘this one no get work.’ This is why you now have to profile it. For instance, I usually call myself a social influencer; someone who is in the social space, not just social media because I also do a lot of work at the grassroots. So, if I need to be called an influencer, I would like to be called a social advocacy influencer.”
Munirat Antoinette Lecky

While it may seem like a glamorous lifestyle, being an influencer is demanding and requires dedication and business acumen.

However, it’s important to note that the impact of influencers is not always positive. There have been instances of influencer controversies, unethical practices such as undisclosed sponsorships, and the spread of misinformation. It is crucial for both influencers and their followers to critically evaluate the content and messages being shared.

Nollywood Casting Based On Social Media Following

It is becoming increasingly common for Nollywood filmmakers to cast actors based on their social media followers.

This trend, often referred to as “social media casting,” has gained popularity due to the potential for increased exposure and access to a large audience.

In recent years, Nollywood has recognized the significant influence of social media in promoting films and engaging with fans. Casting popular social media influencers or actors with a large following helps create buzz and generate interest in a movie before its release.

Choosing actors based on social media following is seen as a marketing strategy to leverage the actors’ influence and reach. It enables filmmakers to tap into a built-in fan base and potentially attract more viewers to their production.

Popular Nollywood actor, Uzor Arukwe disclosed that there was a time when social media following was one of the requirements for actors to get movie roles from some producers in the Nigerian movie industry.

The ‘A Tribe Called Judah’ star admitted that it was a “big” challenge for him during his days as a struggling young actor.

“I remember all so clearly when I started. It was a big problem for me. There was a time in this industry when it was mostly about Instagram and Twitter followers, and stuff like that. I didn’t understand it but knew it was something I had to be at peace with because a production house wants to hire you and they’re looking at your numbers.
“‘But can he act?’ That is the question I always ask. But some people are blessed and are fantastic actors, who have numbers and they’ve been doing well.”
Uzor Arukwe

While social media casting is advantageous in terms of marketing and promotional efforts, filmmakers must balance the influence of social media with the importance of acting skills and suitability for the role.