There was a time when the word businesswoman conjured up images of power dressing, corporate lunches and dull offices. But thanks to social media, successful businesswomen these days are just as likely to be snapping selfies, drinking green smoothies and travelling the world.
Instagram has 600 million monthly users and around 60 per cent of those are female. One in five Australians use the powerful image-sharing platform, and this reach means many brands pay popular users, or influencers, big bucks to endorse products. Some influencers have thousands or even millions of followers.
Influencer marketing has exploded because [influencers] have a very intimate relationship with their audiences, says Anthony Svirskis, chief executive of Tribe, a company that brings influencers and brands together. That [relationship] is hugely valuable for brands that want to tap into these conversations.
While celebrities tend to be the most followed people on Instagram, a 2017 study published in the journal Computers in Human Behavior found non-traditional celebrities such as bloggers, YouTube personalities and the Instafamous have more influence on young females when it comes to purchasing decisions.
Influencers must clearly identify sponsored content, according to a new provision in the Australian Association of National Advertisers Code of Ethics, but Svirskis doesnt think this will have a big impact.
Theyre just guidelines that require #ad to be placed on influencer posts which are paid for by brands, Svirskis says. The reality is the best influencers have been doing this for a while. Our data shows it makes very little difference to engagement or audience sentiment when an influencer discloses a sponsored post.
If a sponsored post can earn an influencer anywhere from $200 to $15,000, who could blame them for ditching the corporate dream and going after #Instasuccess?
We meet three business-minded Australian women whose Instagram accounts have given them financial freedom beyond their wildest dreams.
SJANA EARP Yogi, digital influencer, 22 1.2 million Instagram followers @sjanaelise???