How to become an influencer: from choosing a topic to your first collaborations

“How to become an influencer” is a question many people ask when looking at well-known creators. The answer is less glamorous than the success stories: you become an influencer not through one viral post but through months of consistent content on one topic. But the path is clear, and you can start it with a phone.

In this part of the guide – how to choose a topic and a platform, how to grow an audience, when and how to approach brands and how to earn even before the first sponsor's offer.

1. Choose a topic

Brands are looking not for “interesting people” but for a specific audience. An account about everything struggles to find sponsors, while an account about, for example, running for beginners, growing houseplants or budget travel has clear value. A good topic:

• will still interest you in a year's time;
• has an audience that is looking for advice;
• is related to products or services that can be recommended.

2. Choose a platform

Start with one platform and only later adapt the same content for the others.

3. Create regularly and measurably

Algorithms and followers value consistency. Set a realistic rhythm – for example, 3 posts a week – and stick to it. Review your statistics every month: which posts brought in the most followers, comments and saves. Do more of what works.

4. Engage with your audience

Replies to comments, questions to followers, polls in Stories – this is not only good for the algorithm. It builds the trust that brands later pay for. An account with an active community of 3 000 followers is often more valuable than a passive one with 30 000.

5. Earn even before sponsors

Sponsors' offers do not come straight away, but you can earn earlier too:

• Affiliate marketing – you recommend products that fit your topic and receive a commission on sales through your link or code.
• UGC – you create content for brands, which they publish on their own channels.
• Platform payouts – once you meet the requirements, for example, those of the YouTube Partner Program.

6. Prepare a presentation for brands

As your account grows, put together a short presentation (a media kit): who you are, what you create content about, audience statistics (age, countries, engagement), previous collaborations and the formats you offer. When you approach a brand, propose a specific idea for how its product would fit your content rather than simply asking to “collaborate”.

7. Honestly – from day one

Label advertising and gifts, recommend only what you believe in, and formalise your activity once it becomes ongoing. More on this – in the parts of the guide about ad labelling and influencer taxes.

Frequently asked questions