Earlier this year, on the marketing website Digiday, an anonymous social media executive ranted that marketers were essentially throwing money away on influencers, whom the ranter characterized as talentless. That made me curious, and I started asking around to understand just how hard this job really is. Some swore the work is difficult.If it was so easy to be an influencer, then every single person on earth would do it, said Gary Vaynerchuk, who parlayed a YouTube channel into an ad agency, VaynerMedia, that specializes in social media marketing and now employs about 750 people. But another influencer guru, Daniel Saynt of the agency Socialyte, disputed that. With the right guidance, he said, almost anyone could Instagram professionally. To prove it, he made me an offer: He’d help me become an influencer myself.
The plan, which I worked out with my editor and a slightly confused Bloomberg Businessweek lawyer, was this: With Saynt’s company advising me, I would go undercover for a month, attempting to turn my schlubby @mchafkin profile into that of a full-fledged influencer. I would do everything possible within legal bounds to amass as many followers as I could. My niche would be men’s fashion, a fast-growing category in which I clearly had no experience. The ultimate goal: to persuade someone, somewhere, to pay me cash money for my influence.Max Chafkin
A ‘My Fair Lady’ story for the 21st century.