How To Become an Influencer in 8 Steps (2026)

A social media influencer builds an audience by entertaining, educating, or inspiring their audience—and while the influencing industry is massive, it’s still continuing to grow.

In fact, the global influencer marketing market reached an estimated $32.55 billion in 2025, according to Influencer Marketing Hub's “Benchmark Report 2025.” 

This guide covers the different types of influencers, and the steps to becoming successful.

What is an influencer?

An influencer is someone with an online following of people who seek inspiration, advice, or entertainment from them. Brands often partner with influencers to promote products directly to that audience.

Nearly half of Gen Z (49%) follow influencers or celebrities, compared with 29% of older adults, and 40% of Gen Z discover new products through influencers, according to YouGov.

As content creators, influencers build followings on blogs, podcasts, YouTube channels, and social media accounts. They develop and share content including blog posts, videos, photos, or livestreams that appeal to niche interests, such as fashion, fitness, gaming, beauty, or cooking. 

Influencer vs. content creator

While the two terms are often used interchangeably, an influencer technically differs from a content creator in one key way: an influencer's content moves an audience toward action, such as a purchase, while a content creator's content doesn't necessarily prompt action. 

Influencer tiers

Influencer tiers are based on follower count:

Mega

Mega-influencers are defined as having more than 1,000,000 followers. Some are already celebrities before they start their account while others build their following from social media alone. Kylie Jenner, for example, has more than 380 million followers on Instagram, and has created Kylie Cosmetics alongside her platform.

Macro

Macro-influencers have 500,000 to 1,000,000 followers. Their large audiences increase reach and brand awareness, making them a fit for campaigns focused on visibility and scale. Air-dry clay artist Sincerely Seashell is an example of a macro-influencer, sharing videos of her process with 763,000 followers on Instagram and 806,000+ followers on TikTok. 

Mid-tier

Mid-tier influencers have 100,000 to 500,000 followers, and are often characterized by niche, well-defined audiences compared to influencers in higher tiers. Private chef and recipe developer Sara Tane is an example of a mid-tier influencer, with 362,000 followers on Instagram. 

Micro

Micro-influencers have 10,000 to 100,000 followers. They work within specific niches and tend to have higher engagement than accounts with larger followings, making them a fit for campaigns focused on interaction, trust, or conversions. 

For instance, micro-influencer Carlee (@bibb.lettuce) has 14,200 followers on Instagram, where she shares her all-green outfits and partners with small businesses like accessories brand Jack Arden. 

Nano

Nano-influencers have 500 to 10,000 followers. Nano-influencers are a fit for hyperlocal campaigns and authentic peer recommendations, though they have less reach than larger tiers for scaled campaigns. Yoga instructor Carla Jian is an example of a nano-influencer: She has just over 9,000 followers, and regularly posts about the workout equipment she uses.

How to become an influencer

To become a successful social media influencer, start by developing your brand identity, designing your influencer marketing campaign, and deciding on your content strategy. 

This step-by-step guide walks you through the process:

1. Identify your niche

Pick a specific topic or industry focus for your content, based on your existing knowledge or interest in the subject. 

A niche doesn't have to be one narrow topic; it can span two or three recurring content pillars. For instance, some lifestyle influencers consistently cover fitness, cooking, and home organization. 

Ryan Prior, head of marketing for Modash, says a clear content niche makes creators “more likely to be found by [the right] people.”

2. Choose a platform

Choose a platform based on the type of content you want to create, and where your target audience already spends time. TikTok, Instagram Reels, and YouTube Shorts are all built around short-form, vertical video. Instagram also supports static photography, and YouTube supports long-form video. TikTok attracts a younger demographic.

3. Develop a brand

Develop a consistent brand by defining your voice, visual identity, and content tone. Consider how you will speak and sound, how your logo or image will look, and what tone your content will have. Some influencers share their personal lives with their followers, while others only share posts related to their niche.

4. Design a social media marketing strategy

Plan your content and posting schedule in advance, treating influencing as an ongoing job rather than ad hoc posting. Follower count affects an influencer's opportunities, earnings, and brand deals, but engagement rate is a better measure of an influencer's power to affect consumer behavior.

Post consistently across multiple platforms and reshare content after events. Rocky Xu, founder of Rocky's Matcha, said on Shopify Masters that whenever his brand hosts a pop-up, the team promotes it through email and Instagram, then captures and reshares content from the event afterward.

“We always try and blast it out to our email list,” he says.

Use search engine optimization (SEO) tactics, such as including target keywords, on your website, which can help make your written content more discoverable in search results. 

5. Create high-quality content

Mix content formats like short-form videos, static posts, and stories, build in a call to action (CTA), and use analytics to guide what you post next.

For example, include a CTA in the caption of a YouTube video, asking a question or inviting followers to share an experience related to the subject of the video. If you're a travel influencer, post an honest review of a popular destination, covering both the highlights and the drawbacks, then ask your followers to share any similar experiences.

Take feedback from your community and track the analytics of your social media posts and videos to determine performance. If you're hitting the follower and engagement metrics you want, keep doing what you're doing. If not, experiment with different types of content.

6. Engage your followers

Respond to comments and questions from your followers.

When you get new followers, welcome them by sending a note or a link to introductory content. Reply to comments on your posts and answer direct questions your followers send you.

7. Partner and network

Pitch brands and other influencers in your niche directly, rather than waiting for them to approach you. Put together a media kit that includes your follower count, engagement rate, and past content examples, and send it to brands you want to work with.

Shopify Collabs lets you apply to brand collaboration programs, partner with brands to promote their products to your audience, and track your affiliate sales and payments in one place. You can also join Facebook groups or online communities in your niche to connect with other influencers and brands.

In Influencer Marketing Hub's 2026 benchmark survey of more than 600 marketers, 51.43% of respondents said they planned to expand their work with nano creators, and 52.83% planned to expand their work with micro creators.

8. Monetize

Choose one or more ways to monetize your content. 

For example, start a subscription model to share content only available to followers who subscribe. Alternatively, you could sell merchandise through an online store, run ads on your content, and partner with brands to promote their products.

How to become an influencer on Instagram, TikTok, YouTube, and LinkedIn

The steps above apply across platforms, while the following sections cover platform-specific tactics for Instagram, TikTok, YouTube, and LinkedIn.

How to become an Instagram influencer

Instagram supports photos, carousels, Stories, and Reels, so you can combine static images with short-form video in your content mix. Photos and carousels suit visual niches such as fashion, beauty, or food, while Reels and Stories are great for quick, short-form updates.

Switch to a Professional account in your Instagram settings. A Professional account gives you access to account insights, a contact button, and Instagram's creator tools, including branded content tags for sponsored posts.

Influencers often post Reels regularly as a growth lever, since the algorithm favors Reels for organic reach, according to Collabstr's 2025 report. What’s more, according to the report, Instagram Reels command an average rate of $288 per sponsored post, about 32% more than TikTok videos at $217.

How to become an influencer on TikTok

TikTok centers on short-form vertical video.

Switch to a TikTok Business or Creator account in your TikTok settings to access analytics, a contact button, and creator tools, including the Creator Marketplace for brand deals.

Aim to post often. The typical TikTok creator with 1 million or more followers has produced 777 posts over the life of their account, compared with 154 posts for creators with fewer than 10,000 followers, according to Pew Research Center. What’s more, Pew’s data indicates the most popular creators post multiple times per week.

TikTok's Creator Rewards Program pays eligible creators based on video performance. Brands paid an average of $350 per TikTok sponsorship, according to Collabstr's 2025 report.

How to become a YouTube influencer

YouTube supports both long-form video and short-form vertical video through YouTube Shorts, giving you two content formats to build into your channel.

Create a YouTube channel and turn on monetization in YouTube Studio, once your channel meets YouTube Partner Program eligibility requirements.

Post consistently across both formats to build your channel's watch history and subscriber base.

Drew Scott, founder of home goods brand Lone Fox, recommends posting consistently as a growth lever. He posts on a set weekly cadence, which noticeably pays off with the algorithm, he says on Shopify Masters. Once viewers start engaging with videos on a regular schedule, “YouTube does tend to suggest your videos more often,” says Drew.

Brands reported paying an average of $675 per YouTube sponsorship in Collabstr's 2025 report. 2025 was also expected to be the first year more than half of US marketers used YouTube for influencer marketing, according to a report from Emarketer.

How to become an influencer on LinkedIn

LinkedIn's audience is professionals who use the platform to follow industry expertise, career advice, and business commentary. Content formats include text posts, articles, newsletters, native documents, and video.

Set your profile's primary button to Follow instead of Connect in your profile settings, so people can follow your content without sending a connection request.

Publish a newsletter to reach your subscribers directly. Each new edition also generates a post visible to your wider network, reaching people who haven't subscribed yet.

On LinkedIn, monetization options include brand partnerships, sponsored newsletters, and consulting or speaking opportunities tied to your professional expertise.

Growing your following and engaging your audience

Whether you're on Instagram, TikTok, or YouTube, how to grow as an influencer comes down to two things: –reaching new people, and keeping the audience you already have. The following sections cover platform-specific tactics for growth and engagement.

Identify your target audience

Build a clear picture of your target audience before creating content:

• Define your niche: Focus on a specific area where you have expertise or personal interest.
• Create audience personas: Prepare detailed profiles of your ideal followers, including their challenges and goals.
• Engage directly with your audience: Use polls, Q&A sessions, or live chats to learn what they want from your content.

Best practices for audience interaction

Respond to your audience directly and consistently:

• Respond specifically to comments: Address your followers' specific questions or comments instead of generic replies.
• Incorporate user-generated content (UGC): Reshare your followers' photos or testimonials.
• Host live sessions and Q&As: Use livestreams or interactive stories to connect with your audience in real time.
• Seek feedback regularly: Ask questions, run polls, or send surveys in your posts.
• Maintain integrity in collaborations: Only partner with brands or campaigns that align with your values and your audience's expectations.

The role of consistency in audience growth

Set a regular posting schedule and content format.

Francis Zierer, lead editor at Creator Spotlight, says building an audience requires “the audience to trust you and have a consistent expectation of you.”

Post on a schedule that suits your audience's habits, whether that's daily Instagram posts, weekly YouTube videos, or another cadence. Keep your format and messaging consistent so your audience knows what to expect from you.

How do influencers make money?

In March of 2025, US brand spending on influencer marketing was projected to pass $10 billion for the first time, one year earlier than predicted, according to the report from Emarketer. Influencers make money from content creation in several ways:

Branded partnerships

Influencers partner with brands as sponsors or long-term ambassadors, creating sponsored posts that promote a brand's products in exchange for payment. 

A podcast influencer who reviews indie music, for example, might promote a musician's new release in a sponsored post for a fee.

Merchandise

Influencers open online stores to sell merchandise, such as clothing, stickers, art, and memorabilia. Many use print-on-demand (POD) services, which manufacture and ship products only after a customer orders them, removing the need to hold inventory. A fitness influencer, for example, could sell T-shirts with motivational messages.

Events and appearances

Influencers appear at events in exchange for payment, such as speaking at a convention about their experience in their field. Many also host their own gatherings, like fan meet-and-greets, charging entrance fees and selling merchandise.

Subscription plans

Influencers create subscription plans that pay them directly for their content, paired with subscriber-only perks such as early access or bonus material. An influencer who reviews new video games, for example, could offer subscribers early access to reviews before they're publicly posted.

Digital products and services

Some influencers sell digital products such as ebooks or white papers, and offer paid services like online classes or one-on-one consultations. A musician, for example, may sell sheet music or offer video-call lessons directly to fans.

Donations

Influencers can accept tips or donations from their audience through a donation button on their website or a link in their profile. An artist, for example, may encourages viewers to donate during a live-painting livestream.

Affiliate marketing

Many influencers share affiliate links to products they promote or review, earning a percentage of each sale made through their link. A number of brands manage these partnerships through affiliate marketplace platforms that track links and payouts automatically. In 2025, creators on Aspire's platform drove over $52 million in attributed affiliate sales, up 45% year over year.

Ad revenue

Influencers earn revenue when platforms place ads within their content, paying out based on views and ad interactions. A YouTube creator who posts makeup tutorials, for example, can earn ad revenue from ads that run before each video.

Ad revenue can take time to add up. Drew Scott, founder at Lone Fox said on Shopify Masters, he didn't realize his YouTube earnings were real money at first, he watched the balance climb for years without withdrawing it. 

“It basically got to $2,000 over the course of four or five years,” he says.

Using analytics to boost your engagement

Analytics show what's working and where to improve. Engagement rate is a better measure of an influencer's power to affect consumer behavior than follower count.

Understand key metrics and what they mean

In addition to likes, comments, and shares, track these engagement metrics:

• Average view duration: How long users watch your video content
• Engagement rate: Interactions relative to your follower count
• Click-through rate (CTR): How often people click your links

If your engagement rate is high but your CTR is low, that gap points to your CTAs or content hooks as the place to test changes.

Track engagement with tools and platforms

Use these tools to track audience behavior:

• Google Analytics: Traffic sources, audience demographics, and engagement across your website or linked platforms
• Instagram Insights: Engagement rates, impressions, and reach for your posts and stories
• YouTube Studio: Watch time, audience retention, and demographic breakdowns by video

Analyze data to refine your content strategy

Review your analytics regularly to refine your content strategy. Compare post types, formats, and topics against their engagement numbers, then adjust your content frequency, format, and messaging based on what the data shows.

AI tools can summarize analytics data and surface trends across your content. Shopify Sidekick, Shopify's AI assistant built into the Shopify admin, answers plain-language questions about your store's performance based on your store data.

For example, if your Instagram Stories outperform regular posts in engagement, that's a signal to test more Stories-native features, like polls or Q&As.

Legal considerations for influencers

Copyright, contracts, and disclosure rules apply whether you're sharing original content, working with brands, or posting sponsored content.

This section provides general information, not legal advice. Consult a lawyer for guidance specific to your situation.

Understanding copyright and intellectual property

Your social media content is protected by copyright. If someone uses your content without your permission, that's a copyright violation, and the same rule applies when you use someone else's material.

Images, music, and text snippets are all protected by copyright, even short excerpts. Ask for permission or use licensed content before including third-party material in your posts.

Negotiating contracts and agreements with brands

A contract for a brand collaboration defines expectations, deliverables, usage rights, exclusivity terms, and payment terms and timing.

Usage rights and exclusivity terms protect your creative property. Include clear usage rights and exclusivity terms in every agreement so brands don't repurpose your content without your approval or compensation.

For example, if a skincare brand wants to use your video on its website, specify where the brand may use it, for how long, and for what purposes. These terms keep creative control with you.

Usage rights affect your rate. Content usage rights increase campaign costs by up to 39%, according to Collabstr's 2025 report. Negotiate your rate based on the scope of usage rights, deliverables, and exclusivity you're granting.

Disclosure requirements for sponsored content

The FTC requires disclosure of paid partnerships and free products whenever your audience wouldn't otherwise expect that connection to a brand. This applies regardless of how much you received, and covers both payment and free products.

Place your disclosure where it's clear and conspicuous, for instance, at the start of a post or video, not buried in a caption, description, or comments section. The FTC doesn't require specific wording, but cites "Ad," "#ad," "Paid ad," and "Sponsored by [brand name]" as effective and acceptable options.

For video, put the disclosure onscreen rather than relying on audio or a text description alone. On TikTok specifically, the FTC notes that text descriptions are easy to miss and aren’t sufficient on their own.