The Monetization of Self: Personal Brands and the Business of Influencing

21-year-old high school dropout Emma Chamberlain earned $12 million in 2021. How’d she do it? Glad you asked. She’s a successful YouTuber who parlayed her internet prominence into major brand deals (and a coffee company). 

When I stumbled across a Bloomberg piece that cited “86% of young Americans” embrace the idea of becoming an influencer, I knew I had to do a deep dive on this wild west of a career field (and the careers these young people are leaving behind to pursue it, like teaching and nursing). Even non-influencers tend to manage their “self” as it’s presented online, as there’s a perceived connection between the presentation of your “online self” and your ability to earn money.

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Transcripts can be found at podcast.moneywithkatie.com.

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Mentioned in the Episode

• Influencer Nation: 86% of Young Americans Want to Become One: https://www.bloomberg.com/news/articles/2019-11-05/becoming-an-influencer-embraced-by-86-of-young-americans?leadSource=uverify%20wall
• The Brand Called You: https://www.fastcompany.com/28905/brand-called-you
• Forbes' Top Creators of 2022: https://www.forbes.com/sites/alexandrasternlicht/2022/09/06/top-creators-2022/?sh=2a4b1e1567a1
• Alex Cooper is Coming for Joe Rogan's Spot: https://www.nytimes.com/interactive/2022/05/23/magazine/alex-cooper-interview.html

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