Social Capital
Social capital is the impact influencers have upon their followers. They are able to build these different connections with people from different backgrounds based off of their presence on social media. They are able to have brand deals as well as different endorsements just because of the impact they have. Even if you have a presence on social media, you are not going to receive the same opportunities as someone with a larger following.
Someone that I think of whenever I hear social capital is social media influencer, James Charles. James Charles was a content creator for many years before becoming popular. He had showcased that it is okay for anyone to wear makeup and put a positive view on men wearing makeup. He was the first male CoverGirl ambassador, and since then he has created his one makeup palettes, his own merchandise, as well as countless brand partnerships.
James Charles’ social media presence allows him to do what he loves. He makes money simply off of his name and promoting products. Although, many influencers promote products to make their money James only promotes products he finds beneficial or of high quality. Without his rise to fame and a massive following on social media platforms he wouldn’t have been able to do anything he has done so far. James’ whole career is based off of a rise to fame. He wouldn’t have been able to make money off of his name and been an ambassador for any brand. James has kept his fans in mind when pricing his merchandise and makeup palettes. He has kept true to who he is and doesn’t want to let down the people who have helped him come as far as he has.
