Influencers, you’ve seen them on your feed. Whether it is Instagram, YouTube, or TikTok. They are posing with their favorite drinks, unboxing PR packages, or walking their dog in a perfectly curated outfit. But beyond their personal lives and trendy videos, influencers have become one of the most powerful voices in today’s digital landscape. They shape what we buy, how we think, and even how we see ourselves.
The term “influencer” might have started as a title, but now it’s a full career. With millions of followers and a community of viewers, these creators are changing how things are marketed to consumers, especially in the fashion industry.
So, what exactly is an influencer? An influencer can be described as someone who has built an online following with the ability to sway opinions or inspire. They are not just promoting products, but they are selling a lifestyle, a mood, a personality.
Unlike traditional celebrities, influencers often start from scratch. They are self-made content creators who earned their careers by being relatable, consistent, and real. Some influencers go viral overnight. Especially, the influencers on TikTok.
If you have ever heard the name Charli D’Amelio, she would be an example of going viral. Charli D’Amelio became famous almost overnight thanks to her viral dance videos on TikTok. Her breakout moment came when she posted a video doing the “Renegade” dance, a super popular TikTok trend at the time. By early 2020, she became the most-followed creator on the platform. From there, she started getting brand deals, appeared in a Super Bowl commercial, danced with Jennifer Lopez, appeared at big entertainment events, and even landed a role on Broadway in & Juliet. Today, she has a following on TikTok of 160 M., averaging five to ten million views each video. She has set trends, created viral dance choreography, and has been an icon for a lot of Generation Z to get inspired.
Influencers don’t just follow trends, they create them. One TikTok haul, a GRWM video, or even a “hot take” on a product can go viral and spark global conversations. Think about the rise of the “clean girl” look, “mob wife aesthetic,” or the sudden obsession with Stanley cups and UGG Tazz slippers. All of these originated or exploded thanks to influencers.
Brands know this, too. That’s why influencer marketing budgets have skyrocketed in recent years. Instead of paying for big TV spots, companies now send products to influencers with the hope of landing on the For You Page.
What makes influencers so effective is trust. Their audience sees them as friends, not advertisers. This makes their recommendations feel genuine, even if they’re getting paid for it. But that’s also where the line gets blurry.
On TikTok, fashion influencers have created a unique culture. Unlike traditional fashion models or magazine spreads, these creators are showing outfits in real time, walking through their closets, and styling pieces in front of their phones. They’re filming in messy bedrooms, re-wearing the same jeans, and participating in these fashion trends, which influencers followers to participate too. This makes the style feel attainable, and that’s the influencing part.
The viral nature of TikTok accelerates trend cycles at an unbelievable pace. A video showing off a corset top or thrifted leather jacket can push that exact item into sell-out status within hours. I have tried to participate in fashion trends, and then I can never get my hands on the trend because they have sold out.
So, whether you follow influencers for outfit inspo, product reviews, or simply to stay in the loop, it’s worth recognizing the power influencers hold. They’re more than just content creators, they are marketers, trendsetters, and advertisements. These were once everyday people. Now they are driving an industry.
Influencers, you’ve seen them on your feed. Whether it is Instagram, YouTube, or TikTok. They are posing with their favorite drinks, unboxing PR packages, or walking their dog in a perfectly curated outfit. But beyond their personal lives and trendy videos, influencers have become one of the most powerful voices in today’s digital landscape. They shape what we buy, how we think, and even how we see ourselves.
The term “influencer” might have started as a title, but now it’s a full career. With millions of followers and a community of viewers, these creators are changing how things are marketed to consumers, especially in the fashion industry.
So, what exactly is an influencer? An influencer can be described as someone who has built an online following with the ability to sway opinions or inspire. They are not just promoting products, but they are selling a lifestyle, a mood, a personality.
Unlike traditional celebrities, influencers often start from scratch. They are self-made content creators who earned their careers by being relatable, consistent, and real. Some influencers go viral overnight. Especially, the influencers on TikTok.
If you have ever heard the name Charli D’Amelio, she would be an example of going viral. Charli D’Amelio became famous almost overnight thanks to her viral dance videos on TikTok. Her breakout moment came when she posted a video doing the “Renegade” dance, a super popular TikTok trend at the time. By early 2020, she became the most-followed creator on the platform. From there, she started getting brand deals, appeared in a Super Bowl commercial, danced with Jennifer Lopez, appeared at big entertainment events, and even landed a role on Broadway in & Juliet. Today, she has a following on TikTok of 160 M., averaging five to ten million views each video. She has set trends, created viral dance choreography, and has been an icon for a lot of Generation Z to get inspired.
Influencers don’t just follow trends, they create them. One TikTok haul, a GRWM video, or even a “hot take” on a product can go viral and spark global conversations. Think about the rise of the “clean girl” look, “mob wife aesthetic,” or the sudden obsession with Stanley cups and UGG Tazz slippers. All of these originated or exploded thanks to influencers.
Brands know this, too. That’s why influencer marketing budgets have skyrocketed in recent years. Instead of paying for big TV spots, companies now send products to influencers with the hope of landing on the For You Page.
What makes influencers so effective is trust. Their audience sees them as friends, not advertisers. This makes their recommendations feel genuine, even if they’re getting paid for it. But that’s also where the line gets blurry.
On TikTok, fashion influencers have created a unique culture. Unlike traditional fashion models or magazine spreads, these creators are showing outfits in real time, walking through their closets, and styling pieces in front of their phones. They’re filming in messy bedrooms, re-wearing the same jeans, and participating in these fashion trends, which influencers followers to participate too. This makes the style feel attainable, and that’s the influencing part.
The viral nature of TikTok accelerates trend cycles at an unbelievable pace. A video showing off a corset top or thrifted leather jacket can push that exact item into sell-out status within hours. I have tried to participate in fashion trends, and then I can never get my hands on the trend because they have sold out.
So, whether you follow influencers for outfit inspo, product reviews, or simply to stay in the loop, it’s worth recognizing the power influencers hold. They’re more than just content creators, they are marketers, trendsetters, and advertisements. These were once everyday people. Now they are driving an industry.
SOURCES
Lammertink, Steven. “The Power of TikTok: Influencer Strategies for Fashion and Beauty Brand Conversions – the CIRQLE.” The Cirqle: Revolutionize Your Influencer Marketing with AI-Driven Insights, 7 Feb. 2025, thecirqle.com/blog-post/the-power-of-tiktok-influencer-strategies-for-fashion-and-beauty-brand-conversions.
George, Cassidy. “How Charli D’Amelio Became the Face of Tiktok.” The New Yorker, The New Yorker, 5 Sept. 2020, http://www.newyorker.com/culture/cultural-comment/how-charli-damelio-became-the-face-of-tiktok.
Scanlan, Rebekah, et al. “Best Fashion Looks, Outfits from TikTok Awards 2024.” New York Post, New York Post, 28 Nov. 2024, nypost.com/2024/11/28/lifestyle/best-fashion-looks-outfits-from-tiktok-awards-2024/.
“What Is an Influencer? – Social Media Influencers Defined [Updated 2024].” Influencer Marketing Hub, 7 Feb. 2025, influencermarketinghub.com/what-is-an-influencer/.
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