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- I spent thousands building my influencer brand. Now I have nothing to show for it. (businessinsider.com)
Longtime Influencer Shifts Gears Amidst Changing Industry Landscape
After 13 years as a social media influencer, Lisa Jean-Francois is embarking on a new career path. The Boston-based mom and content creator found success in the fashion and beauty sphere, collaborating with major brands and earning a substantial income.
However, a shift to parenting content led to a significant decrease in both audience engagement and brand partnerships. Jean-Francois cites the increasingly saturated influencer market as a major contributing factor to this change.
Jean-Francois’s influencer journey began in 2012, focusing on budget-friendly fashion and makeup. Her blog and social media presence grew steadily, particularly after the birth of her first child.
For several years, she thrived as a full-time content creator, securing lucrative brand deals and expanding her network through conferences and industry events. However, the landscape began to shift between 2020 and 2023, with an influx of new creators entering the market.
In 2022, Jean-Francois rebranded her online persona to reflect her evolving priorities, transitioning from fashion and beauty to conscious parenting. While her existing followers largely migrated to her new account, the change resulted in a loss of brand partnerships. Jean-Francois candidly admits that building her initial brand consumed significant time and resources, leaving her feeling as though she had to start over.
The influencer industry’s rapid growth during the pandemic further complicated matters. Jean-Francois observed a wave of younger creators entering the field, unburdened by family responsibilities and able to dedicate more time to building their online presence.
She also noted a change in brands’ expectations, with a greater emphasis on engagement metrics. This shift, coupled with the market saturation, made it increasingly difficult to secure partnerships.
Despite the challenges, Jean-Francois is forging ahead. She now focuses on two key content areas: fashion and travel, and sensory-friendly activities for autistic families, reflecting her family’s neurodiversity.
She also launched a jewelry business in late 2023. While these ventures provide some income, they don’t match her previous earnings as a fashion and beauty influencer.
Currently, Jean-Francois is seeking a work-from-home position that offers the flexibility she needs to homeschool her children. While acknowledging past missteps in her career, she feels confident in her abilities and experience.
However, she also expresses frustration with ageism in the workforce, believing that her age and family responsibilities may be hindering her job search. Despite the setbacks, Jean-Francois remains optimistic and looks forward to a future where her self-worth isn’t dictated by the unpredictable nature of social media algorithms.
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- I spent thousands building my influencer brand. Now I have nothing to show for it. (businessinsider.com)