Social media influencers exemplify entrepreneurship, offering educators practical ways to connect students' experiences with core business concepts in Introduction to Business instruction.
Introduction: A New Kind of CEO
In today's digital landscape, social media influencers have become entrepreneurs in their own right, leveraging platforms like Instagram, YouTube and TikTok to build lucrative businesses and loyal communities. Educators can bridge the gap between students' everyday experiences and core business concepts by exploring the entrepreneurial strategies of influencers. This article highlights key lessons students can learn from social media stars and provides practical activities to integrate influencer culture into Introduction to Business instruction.
Influencers and the Rise of Digital Entrepreneurship
Influencers have evolved beyond content creators, embodying the "new market dynamics" of the digital economy by blending content with commerce. Many have built multimillion-dollar enterprises by launching product lines, forming partnerships and managing teams. For instance:
– Kylie Jenner's makeup brand, Kylie Cosmetics, turned social media clout into a billion-dollar enterprise.
– Emma Chamberlain leveraged her authenticity to create a distinctive brand, partnering with Louis Vuitton and launching Chamberlain Coffee.
– MrBeast (Jimmy Donaldson) built a YouTube empire, diversifying into a fast-food chain (MrBeast Burger) and a chocolate brand (Feastables).
These digital entrepreneurs demonstrate skills relevant to many business fields, including marketing, branding and business management.
The Core Business Lessons from Influencers
Personal Branding as a Strategic Asset
Influencers excel at personal branding, crafting recognizable identities that resonate with specific audiences. Students can learn to apply branding principles by studying influencers who built their businesses from the ground up. Personal branding for influencers goes beyond mere self-promotion; it involves creating a cohesive narrative across multiple platforms, maintaining visual consistency, and developing a unique voice that sets them apart in a crowded digital landscape.
For example, fashion influencer Chiara Ferragni has built a distinctive personal brand that extends from her blog, The Blonde Salad, to her clothing line and collaborations with luxury brands. Her consistent aesthetic and storytelling have turned her personal brand into a global fashion empire.¹
Monetization Models and Business Innovation
Influencers diversify income streams through brand deals, affiliate marketing, and sponsored content. This mirrors corporate strategies for revenue diversification. Instructors can challenge students to analyze influencer revenue generation and compare approaches to business leaders. The influencer economy has given rise to innovative monetization models that blur the lines between content creation and commerce.
For instance, beauty influencer Huda Kattan leveraged her makeup tutorials to launch Huda Beauty, a cosmetics line that generated over $200 million in annual sales by 2018.² Similarly, fitness influencer Kayla Itsines developed the Sweat app, transforming her personal training expertise into a scalable digital product. These examples demonstrate how influencers are pushing the boundaries of traditional business models, often creating direct-to-consumer brands that capitalize on their engaged audiences.
Crisis Communication and Reputation Management
Influencers must manage public perception and respond to crises, offering students valuable lessons in public relations and crisis communication. The public nature of an influencer's work means that missteps can quickly escalate into full-blown PR crises, requiring swift and strategic responses.
A case study in effective crisis management is beauty influencer James Charles' handling of a controversy in 2019. After facing serious allegations from a fellow influencer, Charles took a brief hiatus to prepare a comprehensive video response that addressed the claims point by point, providing evidence to support his side of the story. This calculated approach helped him regain much of his lost following and sponsorships.³
Leadership through Community Engagement
Successful influencers lead communities, requiring leadership skills like empathy, adaptability, and connection. Instructors can frame this as a modern form of leadership that extends beyond traditional organizational boundaries. Influencers often cultivate a sense of belonging among their followers, creating engaged communities that can rival or exceed the customer loyalty of many established brands.
For example, lifestyle vlogger Casey Neistat has built a community of millions by consistently engaging with his audience, responding to comments, and even featuring fan-created content in his videos. This two-way interaction fosters a strong sense of community and loyalty among his followers.⁴
Moreover, educators can highlight how influencers often use their platforms for social good, demonstrating corporate social responsibility on a personal scale. For instance, actor and influencer Jameela Jamil uses her platform to promote body positivity and mental health awareness, showcasing how digital leaders can drive social change.⁵
Data-Driven Decision Making
A crucial aspect of influencer success is their ability to leverage analytics and data to inform content strategy and business decisions. Influencers often use platform-specific insights and third-party tools to track engagement rates, audience demographics, and content performance. This data-centric approach aligns with modern business practices and offers students a tangible example of how to use metrics to drive growth and engagement.⁶
Influencers teach market adaptability, showing students how innovation and agility drive success in evolving digital and business environments.
Agile Content Strategy and Market Responsiveness
Influencers must constantly adapt their content and business strategies to changing platform algorithms, audience preferences, and market trends. This agility mirrors the need for businesses to pivot and evolve in response to market forces. Students can learn valuable lessons about market responsiveness and the importance of continuous innovation by studying how successful influencers stay relevant in a fast-paced digital landscape.⁷
Classroom Activities to Teach Influencer-Based Business Concepts
Brand-Building Challenge
Students design a personal brand and social media strategy for a fictional influencer.
Learning Outcome: Students grasp how branding consistency impacts customer perception.
Monetization Strategy Game
Divide students into teams and assign influencer profiles.
Each team must brainstorm ways to monetize the influencer's following.
Learning Outcome: Students explore revenue generation models and strategic planning.
Crisis Management Simulation
Present a case study of an influencer's PR crisis.
Ask students to create a crisis communication plan.
Learning Outcome: Students practice critical thinking, communication skills and reputation management.
Leadership in Digital Communities
Invite a local or micro-influencer for a Q&A session.
Discuss how they lead their communities and build meaningful engagement.
Learning Outcome: Students recognize the leadership qualities required to manage online communities.
Data Analysis Workshop
Provide students with mock social media analytics data for an influencer account.
Ask them to interpret the data and propose content and business strategy adjustments based on their findings.
Learning Outcome: Students develop skills in data interpretation and strategic decision-making.⁸
Real-World Application: Encouraging Students to Think Like Influencers
This approach inspires students to explore entrepreneurship and develop skills relevant to any business career. By understanding influencer strategies, students are better prepared to succeed in an increasingly digital economy.
Ethical Considerations and Social Responsibility
As influencers wield significant power over their audiences, it's crucial to discuss the ethical implications of their roles. Educators should incorporate lessons on transparency, disclosure of sponsored content, and the social responsibility that comes with influence. This can lead to meaningful discussions about business ethics in the digital age and prepare students to navigate the complex landscape of online influence responsibly.⁹
Bridging Social Media Culture and Business Education
Integrating influencer culture into Introduction to Business instruction makes lessons more relevant and engaging. Educators can tap into this trend to provide students with practical insights for navigating the modern business landscape. By understanding the multifaceted nature of influencer businesses, students gain a holistic view of entrepreneurship in the digital age, preparing them for the evolving demands of the business world.
Through these strategies, instructors can seamlessly align Introduction to Business textbooks with digital trends, ensuring students grasp the essentials of business while staying ahead in a fast-changing environment.
Why Business in Action is the Ideal Textbook for Teaching Introduction to Business
When it comes to teaching Introduction to Business, Business in Action stands out among Introduction to Business textbooks. Its concise, real-world approach simplifies complex concepts, making it easier for students to grasp core business principles. This textbook emphasizes active learning with practical examples, case studies, and multimedia resources, ensuring students can relate abstract ideas to real-world applications.
Business in Action aligns perfectly with effective Introduction to Business instruction by providing structured learning outcomes that help instructors set clear expectations from the start. The modular design of the text allows for flexible course planning, making it adaptable for in-person, online, or hybrid learning environments. This flexibility is critical in helping instructors overcome the digital communication challenges described in the article.
Business in Action integrates digital literacy and cultural awareness through global business case studies, preparing students to engage with diverse perspectives and new technologies. It also promotes active engagement through interactive exercises, quizzes, and role-play activities (especially through MyLab for Introduction to Business (Pearson), which encourage students to apply theoretical knowledge practically—much like how social media influencers navigate entrepreneurship.
By adopting Business in Action, instructors can address key challenges in Introduction to Business instruction, such as student disengagement, miscommunication, and the digital divide. This text provides the tools necessary to foster critical thinking, improve communication skills, and prepare students for leadership in the dynamic world of business.
Notes
¹ Keinan, Anat, Kristina Maslauskaite, Sandrine Crener, and Vincent Dessain. "The Blonde Salad." Harvard Business School Case 515-074 (2015).
² Strugatz, Rachel. "Huda Kattan: The Face That Built a Beauty Empire." WWD, November 7, 2018.
³ Lorenz, Taylor. "James Charles and Tati Westbrook Are Back." The New York Times, May 14, 2019.
⁴ Spangler, Todd. "Casey Neistat's Video-Sharing App Beme Shuts Down, Will Become CNN Tech-News Brand." Variety, January 25, 2017.
⁵ Saner, Emine. "Jameela Jamil: 'I don't use my body to get ahead. But it's my body, I can do what I want'." The Guardian, December 12, 2018.
⁶ Abidin, Crystal. Internet Celebrity: Understanding Fame Online. Bingley: Emerald Publishing Limited, 2018.
⁷ Leaver, Tama, Tim Highfield, and Crystal Abidin. Instagram: Visual Social Media Cultures. Cambridge: Polity Press, 2020.
⁸ Laurell, Christofer, and Christian Sandström. "Comparing Coverage of Disruptive Change in Social and Traditional Media: Evidence from the Sharing Economy." Technological Forecasting and Social Change 129 (2018): 339-344.
⁹ Cotter, Kelley. "Playing the Visibility Game: How Digital Influencers and Algorithms Negotiate Influence on Instagram." New Media & Society 21, no. 4 (2019): 895-913.
