ABOUT THIS BOOK

What is the influencer lifestyle? How do influencers win their fight for relevance and create a brand that catches fire, while still leading an authentic, healthy life? Influencing is a business built around likes and hate, which can take a huge psychological toll on those who choose to play the game. An Influencer’s World pulls back the curtain and shines a light on the often-misunderstood realities of this dynamic industry. Featuring dozens of interviews with trending influencers, CEOs, leading industry insiders, brands, mental health professionals, and celebrities, this book provides an unconventional look at both the business side of influencing and the personal lives of influencers and creators.

INTERVIEWEES INCLUDE:
Isabella Avila (17.7m on TikTok)
Jacques Bastien (cofounder, SHADE)
Mark Cuban (8.6m on Twitter)
Mary Fitzgerald (1.8m on Instagram)
GloZell Green (4.6m on YouTube)
Tim Karsliyev (1.7m on Instagram)
Kevin Kreider (431k on Instagram)
Max Levine (cofounder, Amp Studios)
Cindy Pham (468k on YouTube)
Michael Schweiger (CEO, Central Entertainment Group)
LaToya Shambo (CEO/founder, Black Girl Digital)
Joshua Suarez (14.4m on TikTok)

AUTHOR BIOGRAPHY

Caroline Baker is a freelance writer, author, and doctor of education. She teaches courses in counseling and psychology. Don Baker is market president and publisher of Puget Sound Business Journal. Both live in Kirkland, Washington.

REVIEWS

“The influencer space is always changing, but a few things stay the same. I share my tips and tricks, insights, and horror stories in this book.”—Perez Hilton, perezhilton.com

“This book uncovers the highs and the lows of influencing, and everything in between. The inclusion of strong, diverse voices lends it an edge. It is insightful, inspiring, provides many real-life examples, and draws upon the work and experiences of influencers from various fields. A must-read to understand and learn more about the growing, disruptive influencer industry.”—Aditi Oberoi Malhotra, fashion/beauty influencer, CEO/founder nftartpedia.com

“An Influencer’s World is a fun, fascinating, and informative exploration of a strange new world that has exploded onto the scene in recent years. Filled with captivating interviews with some of today’s biggest influencers, it is a great book for those wishing to be in the know about this tech generation.”—Mike Brooks, author, Tech Generation: Raising Balanced Kids in a Hyper-Connected World

TABLE OF CONTENTS

Contents

Chapter 1. Voices of the Digital Content Revolution

Chapter 2. Rise of the Digital Influencer

Chapter 3. Rise of an Industry

Chapter 4. Being the Brand and the Hotness of Authenticity

Chapter 5. The Fight for Relevance and Secrets to Success

Chapter 6. Brands That Got It Right: Defining Wins in Influencer Marketing

Chapter 7. The Business of Likes and Hate: Combating Bullies and Trolls

Chapter 8. Self-Esteem and Social Media: When Influencers Compare and Despair

Chapter 9. Cancel This! Influencers React to Cancel Culture and Deplatforming

Chapter 10. Chasing the Next Post, Content Block, and the Anxiety of Algorithms

Chapter 11. From Discrimination to the Empowerment Paradox: Experiences of Influencers from Marginalized Communities

Chapter 12. The Lifestyle and LA

Chapter 13. Collabs and Content Houses: Avoiding a S**t Show

Chapter 14. Athlete Influencers: How the Game Is Played

Chapter 15. #Trending

List of Interviewees

Notes

Index

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