Brand Me Later: Why I’m Skipping the Influencer Hustle

As an entrepreneur, I’ve often been advised—sometimes quite forcefully—to “build a personal brand” or “get out there and become an influencer.” The advice is usually tied to the promise of visibility, trust, and ultimately, revenue. And let’s face it: in today’s digital world, the idea has appeal. Who doesn’t want to be seen as a thought leader in their industry, with thousands of followers hanging on every insight?

But lately, I’ve been asking myself a more fundamental question: Should entrepreneurs really aim to be influencers? More specifically, can we maintain authenticity—the bedrock of trust and connection—if we’re constantly curating ourselves for social media?

The Allure of Influence

There’s no doubt that influencers can shape opinions, drive trends, and open doors to partnerships and opportunities. A study by Influencer Marketing Hub in 2023 found that businesses make an average of $5.20 for every $1 spent on influencer marketing. That kind of ROI is hard to ignore.

Entrepreneurs like Gary Vaynerchuk, Marie Forleo, and Mel Robbins have built empires with the help of social media influence. “Your personal brand is your reputation,” Vaynerchuk famously said. “And your reputation in perpetuity is the foundation of your career.” It’s a compelling argument.

The Catch: Constant Performance

But here’s where I struggle—and perhaps you do too. To remain “visible,” one has to post constantly, show up with polished images, speak in soundbites, and perform on cue. It’s hard not to feel like authenticity starts to get traded for consistency and algorithm optimization.

Brené Brown, a researcher and author whose work I deeply respect, once said, “Authenticity is the daily practice of letting go of who we think we’re supposed to be and embracing who we are.” That rings especially true in an era when online personas are designed more than developed.

The entrepreneur-influencer hybrid can easily become a persona rather than a person. You find yourself asking not “What do I believe?” but “What would my audience like me to say?”

Are Influencers Authentic?

According to a 2022 report from Edelman, only 37% of people trust social media influencers, compared to 61% who trust company technical experts and 50% who trust regular employees. That’s telling. The more someone appears to be “influencing,” the less we trust them. We perceive their content as performative, their endorsements as paid (because they often are), and their lives as curated, not lived.

Even influencers themselves acknowledge the strain. In a revealing New York Times interview, influencer and entrepreneur Tinx (Christina Najjar) said, “It’s so hard to be authentic online when the pressure is to always be ‘on brand.’ Sometimes I wonder if people even want the real me—or just the version that entertains them.”

That quote hit me. Isn’t the essence of entrepreneurship the freedom to be exactly who you are? To build something that reflects your values and vision? Becoming an influencer, paradoxically, may mean boxing yourself in with the expectations of a virtual audience.

The Psychological Toll

There’s also a real mental health aspect to consider. Constant exposure to judgment, likes, shares, and algorithmic feedback loops can lead to burnout and identity confusion. A 2021 study published in Psychology of Popular Media found that high-frequency social media users—especially those building personal brands—report higher rates of anxiety and lower self-esteem.

Entrepreneurial life is already a rollercoaster. Adding the pressure to be "liked" and "followed" 24/7 can compromise not only your peace of mind but your decision-making. You may start building your business around what will go viral instead of what solves real problems.

So, What’s the Alternative?

I’m not suggesting we disappear from the digital world. Visibility is important. But maybe we don’t all need to be influencers. Maybe we can choose to be connectors, mentors, or teachers—roles that require presence and vulnerability, but not performance.

Instead of chasing followers, what if we invested in creating value through other means—podcasts, intimate newsletters, live workshops, or in-depth articles like this one? Thought leaders like Cal Newport, author of Deep Work, have long advocated for focusing on quality over visibility. “The more you use social media,” Newport warns, “the more you train your brain to crave distraction.”

And Oprah Winfrey, someone who arguably defined the early days of influencer culture, said it best: “You can have it all. Just not all at once. And not at the cost of your soul.”

My Personal Decision

For now, I’ve decided not to aim for influencer status. I’ll still share my insights and connect with my community, but I won’t let the algorithm dictate my worth or warp my message. My commitment is to be present with those I serve—not to perform for an invisible crowd.

If you're an entrepreneur wondering whether to “go all in” on influencer life, I encourage you to ask yourself not just Can I do this? but Should I? Does this path enhance my authenticity, or erode it?

Because in a world full of polished personas, realness is still revolutionary.