Impact of social media influencers amid pandemic

As people look for ways to connect amid the pandemic, an increasing number of people have been turning to their devices and social media. That fact is not being lost on businesses needing to advertise now more than ever.

Video Transcript

- People look for ways to connect amid the pandemic. An increasing number of us have been turning to our devices and social media.

- And that fact is not lost on businesses needing to advertise now more than ever. Here's Nydia Hahn with a closer look at that.

NYDIA HAN: Yeah, you know that point is not lost on them, right? The impact of social media influencers has grown, and one group capturing a major share of consumer attention is mom influencers. So for insight, we talked to the local host of a new podcast called "Under the Influence." Jo Piazza takes a deep dive into this business, and what she's uncovered might surprise you.

JO PIAZZA: In "Under the Influence," the podcast, I discovered it is a multibillion dollar business. And it's only growing from here. It's expected to double in the next five years, and mom influencers, because they influence women and women have a lot of buying power, are a huge chunk of that pie.

NYDIA HAN: So if I want to do this, how much money can I expect to make?

JO PIAZZA: I talk to mom influencers who are making half a million dollars. I talk to a lot more mom influencers who are making in the six figures, $100,000. I talked to one woman who quit her job as an insurance adjuster where she was making $55,000 a year, because she's now making $300,000 a year as a mom influencer on Instagram.

NYDIA HAN: But beware. This is more than a full-time job, and as Piazza discovered when she tried to become a successful mom influencer herself, actually making it in the industry isn't easy.

JO PIAZZA: It's not a 9 to 5. You're never off.

NYDIA HAN: There is some criticism of mom influencers, particularly when people think about the impact this may have on their children.

JO PIAZZA: This is the Wild West. There's no laws to protect the kids of influencers, from how much they have to be in their parents' videos and photos, to whether they get any of the money.

NYDIA HAN: Piazza also says this brings up an issue all parents should consider.

JO PIAZZA: When we put an image of our child on Instagram, we don't know who's looking at it. We don't know who's using it for whatever they want to do with it. And I think these are all things that we have to think about as our social media use grows, and as our consumerism on social media grows.

NYDIA HAN: It does bring up a lot of good questions, and we've put a link to Piazza's "Under the Influence" podcast at 6abc.com/links. I do have to warn you guys, it is addictive.

- You don't have to tell me, for sure. Thank you, Nydia.