Glow up and grow strong: Navigating career opportunities as a beauty influencer in the digital landscape
Keywords:
beauty content creator, digital career, influencer marketing, social media strategy, personal brandingAbstract
The rise of digital platforms has transformed the beauty industry, enabling individuals to build careers as beauty content creators. This study aims to explore the pathways, challenges, and success factors that shape the careers of beauty influencers in the digital landscape. Specifically, it investigates how creators establish their presence, monetize their content, and sustain audience engagement in a highly competitive environment. The study also examines the role of branding, platform algorithms, sponsorships, and community building in influencing career longevity. Using a qualitative descriptive approach, data were collected through in-depth interviews with ten beauty content creators active on platforms such as Instagram, TikTok, and YouTube. Participants were selected using purposive sampling, ensuring diversity in content style, follower count, and monetization strategies. The data were analysed thematically to identify recurring patterns and insights into career development. The analysis revealed five key strategies for growth: consistent personal branding, niche specialization, platform optimization, collaborative networking, and audience interaction. Barriers such as algorithm changes, burnout, and market oversaturation were also identified. Participants emphasized the importance of authenticity, adaptability, and continuous skill development. In conclusion, building a career as a beauty content creator requires a blend of creative, strategic, and entrepreneurial competencies. The study contributes to the growing literature on digital careers and offers practical insights for aspiring influencers, talent managers, and marketing professionals.
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