Social Media Influencers

How Social Media Influencers Shape the World of Graphic Design

As a graphic design student, I spend a lot of time on Instagram following various designers and influencers who share their creative journeys, tips, and techniques. While I don’t have a favorite, I’m always drawn to the way each person’s style and approach helps me expand my skills and find new inspiration. After reading that 60 Minutes piece on influencers, it got me thinking about how much impact these influencers actually have, not just on design but on marketing in general.

What I’ve Noticed About Influencer Marketing

One thing that stands out about influencers is how authentic they come across—at least, that's how it feels. Instead of slick, overly produced ads, the influencers I follow share real, behind-the-scenes content. Whether it’s a tutorial on Procreate, a breakdown of their latest project, or just a candid chat about creative burnout, it’s like getting a peek into their everyday lives as designers. That’s what makes their content so relatable and engaging, especially for someone like me who’s trying to learn and grow as a designer.

The 60 Minutes article highlighted this too. Logan Paul, for example, made millions just by being his goofy, unfiltered self. It’s the same with a lot of the graphic designers I follow—they’re not polished corporate spokespeople, but real artists sharing their process, and that authenticity is what makes their recommendations feel trustworthy. When they talk about a design tool or a software update, it feels like advice from a friend, not a sales pitch.

The Strategies Influencers Use

Most influencers, especially in the design world, build their following by consistently posting useful, high-quality content. For the graphic design influencers I follow, this means regular tutorials, breakdowns of design trends, or even time-lapse videos of their latest projects. They’re not just selling products—they’re providing value and teaching their audience something new.

What’s interesting is how seamlessly they integrate brand collaborations into their content. One day they’re sharing how they set up a mood board, and the next, they’re talking about the tablet they’re using or a new design software they’re testing out. The key here is subtlety. The tools they mention are things they actually use, so it doesn’t feel forced or fake. This aligns perfectly with what was mentioned in the 60 Minutes piece: influencers like Logan Paul and King Bach aren’t reading from a script—they’re just incorporating brands into the content they’d be creating anyway.

How Influencers Fit Into the Marketing Puzzle

Influencers play a unique role in marketing because they act as a bridge between brands and their followers. The influencers I follow are not just educators or entertainers—they’re also product reviewers, trendsetters, and, most importantly, people I trust to guide me toward the best tools and techniques. They’ve basically turned themselves into creative mentors who can shape what I use or try next, whether it's software, hardware, or even a particular design method.

In the 60 Minutes piece, Kim Kardashian mentioned how her entire career wouldn’t exist without social media, and honestly, I think the same can be said for a lot of the designers I follow. Social media has allowed them to create personal brands that feel real and approachable, while also building a community around their work. It’s wild to think about how much influence these people have, especially when they recommend something—they’re literally shaping the design world and the tools we use with every post.

The Impact of This Marketing Approach on Designers Like Me

Influencer marketing has changed how brands communicate with consumers, especially for people like me who are still learning the ropes. Back in the day, you’d probably just see a polished TV ad or print ad pushing a new product. Now, I can hop on Instagram and watch someone I admire talk about why they love a particular design tablet or software update. It feels more interactive, like I can engage with them directly by asking questions or even seeing how they use the tool in real time.

This shift makes companies feel more accessible and their products more relatable. For example, if I’m debating which design tablet to invest in, I’ll likely turn to an influencer I follow to see what they recommend. And because they’ve built trust with their audience, I’m more inclined to follow their lead. It’s not just about the product—it’s about the relationship they’ve built with their followers, including me.

In the end, influencer marketing isn’t going anywhere, especially in the world of design. For students like me, it’s been a game changer—getting real insights from pros in the field and learning about new tools and techniques without feeling like I’m being sold something. And after reading that 60 Minutes piece, it’s clear that influencers have a much bigger role in shaping the future of marketing and design than I originally thought.