By Author and Translator – Serena Bader

Lights, camera, business! See how influencers turn viral fame into real brands and loyal fans into customers. What began out of boredom–let’s say– has transformed into something much bigger: trendy brands, product lines and entrepreneurial ventures. Influencers are no longer about shares and comments; they’re managing teams, designing products, and leaving a lasting legacy. The fun might still be on screen, but behind the scenes? It’s boss moves only. Sure, going viral is still the goal—but using it to build a brand? Now that’s a real flex.

Building an Audience: The Influencers’ Blueprint

First thing you see when opening up any platforms are trendy topics, like “Get Ready with Me”, “What I Eat in a Day”,, or whatever else is blowing up right now. It’s easy to assume that influencers just stumble into success by posting fun content, but here’s the truth– they don’t wake up one random day as brand owners. There are strategies, methods and patterns they follow to earn the “brand owner” title. For more insights on effective influencer strategies, check out Influencer Marketing Hub.

It all start with consistency: posting daily, tracking stats, and adjusting the plan based on what clicks. Their plan isn’t just to have random people watch a video here and there, it’s to build a fanbase. The kind that turns on post notifications, watches every upload, likes, comments, and shares it with their group chat. That’s why content type matters just as much. Creators who grow fast stick to a specific content, they find their niche and double down. Whether it’s relatable skits, chaotic vlogs or even makeup videos, they have a vibe that their audience can recognize instantly. Because once you’ve got people’s attention, they will keep coming back for more, even asking for it, and that’s when influencers know they’re on the right path to success. Many share stories about breaking free from expectations to build something truly their own

Now that the audience is locked in, it’s time to turn those likes into dollars. Let’s think from their point of view: “why am I being a sponsor to this brand, when I could be the one creating it?”

Suddenly, posting isn’t just about vlogs or “Get Ready with Me” videos anymore, it’s full-on marketing. Influencers realize they’re in their platform is in its prime, and instead of promoting someone else’s product, they can create their own. Tables have turned. It’s not about landing brand deals; it’s about becoming the brand.

Behind the Brand: A Real Talk with Influencer Rebecca Yammine, CEO of BEXYFLOWERS

Q: How did you kick off your influencer journey—on purpose or by surprise?
Both, actually both! I’m an extrovert and I love meeting people, and social media was a way to make friends when I was younger, plus I was 12 years old so of course it was for fun and I didn’t have that goal, but also, I always wanted to be an influencer, and actress even a business woman. I’m born with this passion so social media is and it was my way to start something I love.

Q: When did you wake up one day and thought now this is my “real” job now?
Wow I love this question. I was young when I started being aware about that. I knew that people on social media earned money, but I’ve never expected that I am going to be one of them. The day that I felt that it was too real, was the day that my favorite brands reached out to me and started paying me to promote their products.

Q: Let’s move to business, when did you decide to start a business?

I’m going to be really honest with you, as influencers we get paid for the ads and we get paid for the sales we get asked to do, so I started saying to myself “why shouldn’t I open a business?” because I know I’m capable of it, I know I’m honest plus I really love business. Opening a business was a top priority and get benefits from it since I have a platform, because my clients are my followers.

Q: What do you think about the marketing strategies people are doing nowadays to launch their products? Including drama and everything.
I personally don’t like it, but have to think from the point of view of the people watching, the ones who are curious and love the drama, and not the influencer’s point of view. If the people agreed to have fake beef online, I genuinely think that they are seeking for more views because they aren’t able get them using their normal content so they feel forced to create a “beef” and undermine their worth in order to grab people’s attention. I personally think it’s bad, because I’ll never put myself in a situation where I make a deal with someone to create a fake problem online, but I also understand why they do that and why people react good to these kinds of things, they like it.

Q: Any tips for someone who wants to become and influencer and then open a business?
Stay yourself. You can act like a totally different person on social media but you’ll always come back to your roots. Anybody can film a “get ready with me” videos or even vlogs. But what makes us special? The way of talking, the person I am, the I speak, the way I edit, that what makes one stand out without exposing your private matters publicly. Don’t try to be someone else to please some people.

Selling the Dream, Stirring the Drama

Some influencers don’t just launch products; they build a whole story and drop a plot twist. Right before the launch, there’s a mysterious unfollow, a chaotic story, or them “exposing” another creator. Coincidence? No, not really. It’s all part of the pre-launch plan: stir the drama, steal the spotlight and keep the followers begging for updates. Then boom! New product drops. It’s marketing mixed with entertainment, and let’s be real—we’re enjoying this.

Then arrives the emotional story telling. If drama grabs attention, emotions grab the wallet. Forget the casual “link in bio”, now it’s teary eyes and a backstory no one saw coming. Maybe it “saved their mental health” or “means the world if you buy it.” Call it connection or call it calculated, but somehow, you’re halfway through checkout before the video even ends.

If the teary confession didn’t get you, the “on sale’ magic will. Suddenly, it feels like a full-blown race-50% for only 24 hours? Not because it’s wildly overpriced, but because everyone is rushing to grab it. If you miss out? Cue to heartbreak flashbacks. It’s not evil, it’s clever. They’re the coaches, we’re their players. The drama hooks you; the emotions melt you, and the urgency? That’s what seals the deal.

At the end of the day, this isn’t just about unboxing videos or spilling the tea. It’s about creativity, connection and business. Influencers today aren’t just chasing clout; they’re learning the marketing game from scratch. Some tactics are sneakier than others, whether it’s the tears or the drama, or both—but they’re clever, driven, and above all ambitious. Being an influencer isn’t as easy as it looks, it’s no longer about likes; it’s about making real moves and maybe even inspiring the person watching. Because if they turned a story into a brand… who’s to say you couldn’t be next?

Fun Fact: The first influencers weren’t on Instagram — they were 18th-century royals! When Queen Marie Antoinette wore a certain hairstyle or dress, it sparked trends across Europe. Fast forward 200 years, and not much has changed — except now, anyone can become an influencer then a CEO, and it comes with brand deals.

About the Author

Serena Bader is a Master’s student in Translation at Université Saint-Joseph, with a passion for storytelling in the digital age. She has a special interest in audiovisual translation and explores how language and media intersect in today’s fast-moving world. Serena writes about a wide range of trendy topics, from TikTok culture and influencer marketing to the future of journalism and digital trust, highlighting how young audiences are consuming and reshaping the narrative.