Kubera iki hari abakibona ko kuba umu-'influencer' atari akazi nyako?

Abategura ibitangazwa ku mbuga hwaniro (content creators) binjiza amahera menshi kandi bakora ubuzi nk'aba-influencers. Harageze ko dufata akazi kabo nk'akazi nyakazi.

Iminsi myinshi, gahunda y'akazi ka Chloe Homan yama yuzuye. Uyu mugore w'imyaka 32 aturuka i Wisconsin, muri leta zunze ubumwe za Amerika, atangura indwi ategura akazi kandi avugana n'abamufasha mu kazi, mu gihe ku minsi ya kabiri ariyo akoramwo amanama. Ku wa gatatu no ku wa kane yagenewe akazi runaka aba yihaye. Uwa gatanu awumara ariko aratunganya utuntu n'utundi imbere y'uko indwi ihera, Chloe avuga ko ashobora gukora amasaha 80 kugeza kuri 90 buri ndwi.

Naho akora amasaha menshi kandi afise gahunda igoye y'akazi, abantu benshi n'ubu ntibarabona ko ivyo akora ari ''akazi nyako''. Chloe ni umu- influencer yabigize umwuga, arabwa cane n'abantu benshi mu kazi kiwe ka minsi yose.

Yiyumvira ku bijanye n'intango y'urugendo rw'akazi ko guhingura ivyo gushikiriza abantu (content creating), nko mu myaka itanu iheze, avuga ati:" Ndibuka mbwira abagenzi n'umuryango ico nari ngiye gukora, hanyuma nta n'umwe yari anazi ico bisigura. Abantu bariyumvira ko wifata ifoto hanyuma ukayishira hanze, kandi ivyo nta mahera birimwo. Ndibuka mama wanje yari afise impungenge ko ubuzima bwanje bwose buzoba ku mbugahwaniro.''

Ariko ubu, ibintu biriko birahinduka. Chloe yarashoboye gukora akazi atondako iminsi yose nk'umu influencer mu 2019 inyuma y'aho aronkeye umuce w'abantu bakeneye impanuro z'uko batunganya imishatsi y'irende n'amasanamu ku bamukurikira ku mbugahwaniro.

Ubu naho arifitiye imbugahwaniro ziwe zikoreshwa nk'akazi, afise abakozi 6 kandi yaratanguje urudandazwa rw'ibisharizo vyo mu mishatsi. Kandi si ukubera ko ashobora kwibeshaho kubera umwuga wiwe nk'uwutunganya ibitangazwa ku mbuga hwaniro vyatumye abona impinduka.

Avuga ati: "Ubu ndafise abagenzi banje b'abigisha bazombwira ko abana bavuze ko nibakura bifuza kuba aba TikTokers canke aba YouTubers. Urashobora kubeshwaho neza n'uyu mwuga."

Kuva kera, abantu benshi bafata aka kazi nk'ikintu co kwikunda kijamwo abagore bakiri bato, abatunganya 'content' bagafatwa nk'aba nta mumaro, canke nk'abasuma. Ariko ubugenegene- n'akazi- ka' influencing' vyarahindutse.

Ubu, gutunganya ibitangazwa bishobora kwinjiza amahera, kandi amahinguriro arakoresha abantu bafise ababakurikira benshi ku mbugahwaniro kugira bashobora kugwiza urudandazwa rwabo. Aba'influencers' benshi barerekanye ko ari abadandaza baciye ubwenge mu kwubaka izina.

Akazi 'nyakazi'?

Nk'uwashinze ishami ry'aba influencers ryaVillage Marketing rifise icicaro i New York, Vickie Segar yarabonye impinduka mu kazi ko guhingura ivyo gutangaza. Avuga ati: "Aba'influencers' babayeho batemewe mu myaka cumi iheze. Abantu bibaza ko aba influencers bahembwa kubera bafashije ishirahamwe gutera imbere, ariko bariko bararushirizako gutahura ko uwutunganya 'content' abifisemwo uruhara runiniya."

Segar avuga ko ariko arabona ko abaguzi barushirijeko kugirira icizere aba influencers, kandi hamwe n'ivyo haje kwongereza ukwizerana mu bufatanyabikorwa hagati y'amahinguriro n'aba influencers. Ibitigiri ngereranyo bitangwa na Influencer Marketing Hub vyerekana ko ubutunzi bw'umwuga w'aba influencers bungana n'imiriyaridi $21(£16.8bn).

Anna Stella, umwigisha wo muri kaminuza ya Strathclyde mu Bwongereza avuga ati: "Abaguzi benshi, cane cane abakiri bato, baragira amakenga ku kwamamaza gusanzwe gukorwa mu binyamakuru. Ariko aba influencers bamamaza bazanwa umwimerere muvyo kwamamaza, bigatuma abantu bizera izina ry'ihinguriro kanaka."

Mu kindi cigwa ca Influencer Marketing Hub co mu 2022, ibigo n'amashirahamwe 3,500 (38% muri vyo bikora mu gisata co kwamamaza), 82% c'abagizweko icigwa bashize uburyo bwinshi mu kwamamaza babifashijwemo n'aba-influencers mu 2023.

Naho abo batuganya inkuru harico bafasha mu buzi, Segar avuga ko abantu benshi- cane cane abakuze - nubu batibaza ko 'content creation' ari akazi nyako.

Segar avuga ati:"Influencers ni abayobozi b'inkuru, abahinyanyuzi b'ingabire, abakuru b'ibiganiro, abaranzi, abafasha mu kibano, abashinzwe kubika no kugurisha ibidandazwa, vyose biri mu muntu umwe. Bakora nk'abatunganya ibiganiro n'ibitangazamakuru bishobora gukoresha abantu mu gutunganya ibiganiro no kugumana abakunzi no kubahiriza imigenzo y'ikinyamakuru. Umuntu ashobora gutuma abantu baguma bamwumviriza akwiye kwemererwa iyo nyifato".

Guhengama

Amashirahamwe amwe amwe, nka Mattel na Slice idandaza piza ku mbuga ngurukanabumenyi, yaratanguye kuza irakoresha aba influencers nk'abakozi ihemba.

Izi ngingo zerekana ko umwuga w'ubu influencer ushobora kwemerwa k'akazi nyako muri kazoza. Aganira na Business Insider mu kw'indwi, umuyobozi mukuru wa Slice, yavuze ko iyo ngingo yavuye ku kungene abakoresha imbugahwaniro basamazwa n''ibihayanishwa'' n'amahinguriro abona ko abakozi bayo b'aba influencer nk'uburyo bwizewe kandi bwiza bwo kuronka amakuru ava kw'isoko nyaryo.

Ariko ku ba-'influencers' benshi, ukuntu abantu bafata akazi kabo biracabatera gucika intege.

Segar arizera ko igituma nyamukuru abantu benshi badahurumbira uwo mwuga nk'akazi nyakazi ari ukubera imvumvire ifatiye ku myaka no ku gitsina. Uyu mwuga ni umwe mu myuga mike avuga ko yiganziwe n'abagore bakiri bato.

Segar arizera ko: "Abagore bamye batizerwa muri aka kazi kuva kera. Iyaba akazi kw'ukwamamaza ibicuruzwa k'aba influencers kari kuba karatanguye kiganjemwo n'abagabo aho kuba abagore, ibi vyari kuba akazi gasa ukundi. "

Stella arerekana ibindi bintu bituma batawiyumvamwo: "Ingorane z'abantu batabaho (fake followers) babakurikira ku mbugahwaniro. Iyi nyifato mbi yatumye kudafata influencing nk'akazi nyakazi."

Arasubira kuvuga ko hari uguhurumbira kwamamaza ibicuruzwa bitarimwo ububeshi, aba influencers ubu bariko bariga cane ingene bamamaza ibidandazwa ku buryo bwateguwe, bituma abakoresha imbugahwaniro bagira amahitamo.

Avuga ati: "Abadukurikira ubu barashobora kukubwira ko inkuru ari ububeshi. Stella azizera ko: "Inkuru z'ububeshi zirukana abaguzi. Kwigwizako ababakurikira batabaho bishobora kuba ari ibituma nyamukuru umwuga wa influencing udafatwa nk'akazi ka nyako."

'Ubuzi bwinjiza amahera menshi'

Umwuga wa 'content creation' ubu umeze nk'inguvu zidahagarikwa. Abakiri bato benshi ubu barinjiza amahera menshi ku mbugahwaniro, kandi abahinga baragereranya ko amahera azokoreshwa n'aba'influencers' azoshika ku miriyaridi $143 mu 2030.

Kandi uko aba'influencers' bazora bafata aka kazi nk'ikintu gikomeye, niko tuzobona ikiri hagati y'imbuga hwaniro nini cane ziriho hamwe n'ubudandaji bukomeye buri inyuma yazo.

Kubera bazi ko ibishasha biza bigasaza, kugirwako ingaruka n'ihindagurika ry'ukungene imbuga ngurukanabumenyi zikoreshwa canke ukurengana kwa nyinshi murizo (urupfu rwa Vine mu 2017 rwabaye nk'imburi ku ba influencers, igihe zimwe mu nyenyeri z'imbugahwaniro zagiye mu mwiza inyuma y'urupfu rwayo), abenshi mu bakora 'content creation' ubu bakora ubuzi budakoresha imbuga ngurukanabumenyi, bagatangurira ku mbugahwaniro zabo.

Grace Beverley, asanzwe ari umwongerezakazi afise inzu bigororemwo imitsi akanaha impanuro y'ukungene umuntu yobaho neza ku rubuga rwa Instagram, ubu yabaye rurangirannwa ku rubugahwaniro rwiwe mu gisata c'impuzu rwamwinjirije amahera arenga imiriyoni £6 mu mwaka wa mbere, Zoe Sugg yahoze ari umu'YouTuber' yasohoye ibitabo kandi yatanguje urudadanzwa rw'ibirungo vyo kwisiga n'ibikoresho vyo mu nzu abikesheje isinzi ry'abamukurikira.

Segar avuga ati: "Aba'influencers' bahinduye ukumenyekana kwabo uburyo bwo kwinjiza amahera menshi, ariko umengo ubu barashiraho amashirahamwe yabo canke bagashira imitahe yabo mu mashirahamwe. Bafise inzira nyinshi zo kwinjiza amahera ku buryo n'abagwizatunga ba mbere batigeze bashobora kubikora. "

Kuri Chloe Homan, avuga ko gufata ukungene atunganya 'content' nk'inzira nyinshi zo kwinjiza amahera; kugirana amasezerano y'ubucuruzi, kwiga ivy'ubudandandaji n'ivyigwa vy'imbuga ngurukanabumenyi zikoreshwa mu rudandazwa - vyabaye ibintu vy'ingirakamaro kugira afatwe nk'uwufise akazi nyako. Biratuma ubaho utekaniwe mu kazi no ku bijanye n'uburyo muri kazoza.

Avuga ati: "Intumbero yanje ni ukwitaho ivyo nkora ntarinze kuzera inze ku mashirahamwe iyo afise amahera yo kurondera amasoko. Ndiko ndaraba ko nogira ishirahamwe ryanje ryinjiza amamiriyoni. Harimwo akazi kenshi kandi umunsi umwe wose uzanana n'ikintu gishasha."