SOCIAL INFLUENCE
When making tiktok videos or even reels on instagram small accounts itch for the feeling of going viral. What does it take to be an Addison Rae or a Charlie D’amelio?
Trends, influencers, content creators, and going viral is what is the latest business. Tik Tok, a social media platform created in 2016 by a Chinese company called ByteDance, showcases a plethora of videos ranging from 15 seconds to 3 minutes. The content ranges from dance tutorials to social activities. Tiktok has become the 7th most used smartphone app in different countries with over 800 million downloads in 2020 globally. Tiktok is a global media app but it is banned in several countries but also has countries regulating content.
Ritvi Shah is a senior at Montclair State University from India where TikTok is banned, and she thrives on Instagram Reels. Instagram Reel is a play on Tik Tok that can create short videos up to 60 seconds long, which is shorter than Tik Tok, but the content is faster. Ritvi expressed “since it was banned in my country I had to adapt to another way to connect and post.” Since posting on Instagram Reels Shah has reached over 100 thousand followers and the demographic of her followers is mostly Indian. Ritvi has also made many connections that have led to her working with Tinder, a dating app, on a promo video in India talking about long-distance relationships, also she has small businesses contacting her to try and post their products.
“When you become a so-called influencer you have people asking you to try their products and stuff but I won’t just post anything if I like it and it’s ‘me’ I’ll make a post promoting the brand or the product,” Ritvi Says.
The frequently asked question for anyone who wants to be a content creator is “how do I start or where do they sign up?” Well, first those who want to start have to understand what’s the difference between a content creator and an influencer. “I am a content creator and influencer are more of the people telling you to buy that dress,” Dana Fields says. Fields, a senior at Montclair State University explains that you have to focus on what you like the most. In all of the interviews conducted, they’ve all expressed that there’s no application; you just have to start posting, being persistent and genuine.
Ray Vincent De Jesus a senior at Montclair State and a social media enthusiast and creates content for 3 large accounts on Montclair State’s campus such as University Fellows, Student Government Association, and the biggest one the Montclair State University Instagram account. De Jesus goes on to say that he is an ambassador and not so much an influencer.
“I’m more of a content creator since I’m in the background of things… I do influence in the videos to come to Montclair.” rays explained.
As he was explaining the legalities of getting paid for his work, he expressed that the Montclair State page does pay him for his work as well as gives him free merchandise. As for the other 2 pages, he can get paid for it is a non-profit organization but due to legalities, he’s doing it for the experience. The experiences did pay off, he says “this app Vero decided to work with one of my classes due to the university’s content and it was like a full-circle moment.” Just like Ray, many others have gotten either endorsement deals or worked with companies to not only market their products but to give an opportunity. For example, Dana Fields works with Pandora as an ambassador. Fields’ roommate discovered this opportunity on a website called “fuse Marketing.” From Fuses’ website, they offer 4 kinds of services in their jobs which are Brand Strategy, Social Media, Experimental, and Creativity. With these four services, Dana has hit all of them while being an ambassador.
“I host events on campus and post on my social platforms to show the product but also to get the university involved… The company gives me notebooks, pens, charms, and bracelets to give out to students. With any post I have to submit analytics to show Pandora the engagement, it also determines if they want to keep me next semester.” Dana expressed.
Ritvi, Dana, and Ray all got the chance to dip into the world of social media during their time at Montclair State it took them time and consistency to see their passion upload on a phone screen.
