In an era where traditional influencers seem increasingly disconnected from the everyday lives of ordinary people, a new wave of content creators is gaining popularity – the TikTok work influencers.
Social media platforms, especially TikTok, have long served as an escape from the mundane aspects of daily work life. However, people are growing bored of influencers showcasing endless holidays and extravagant PR hauls. While idyllic, this type of content is unrelatable for the average person, resulting in mainstream influencers losing their connection with their audience.
I’m so tired of Instagram/influencer culture… can y’all just get real jobs already (and yes I’m hating because I’m stuck at a 9-5)
— ⛓️ 𝖛 𝖆 𝖑 ⛓️ (@valh8syou) September 15, 2022
Enter the work influencers – a new breed of creators who are regular individuals with 9-5 jobs. They produce ‘day in the life’ style videos, offering a glimpse into their morning routines, commutes, lunch breaks, and activities after leaving the office.
One prime example is 24-year-old Londoner Miles, whose witty videos documenting his life in the finance industry have quickly garnered thousands of TikTok followers.
@m.iles the Schöffel wears most, but only a few wear the Schöffel
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Another rising star is Lauren Sarcher, based in London, who shares aesthetic videos portraying her day-to-day experiences working in luxury fashion PR.
https://www.tiktok.com/@laurensarcher/video/7235177899056221467
This shift in the concept of a ‘full-time’ influencer can be attributed to the entrance of Gen Z into the workforce. As this new generation faces the realities of a 9-5 job, their interests lean towards gaining insights into various professional fields and seeking advice on career building. The allure of escapism provided by full-time influencers is waning.
The evolution of this new genre of digital content raises intriguing questions about the future. Will full-time influencers adapt and stay relevant, or will the 9-5 influencers redefine the social media landscape? Only time will tell as this trend continues to unfold.
[Feature Image Creds: worklife]
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