The real cost of being an influencer in 2025

Clips that made it, clips that didn’t - a behind-the-scenes reel of chaos, charm, and classic Bambino energy.

The rise of the Bambino

Becky has spent the last decade documenting her life transparently online. But being visible in 2025 means treating your personality like a business.

As influencer culture matures, so does the pressure to perform, negotiate, and never switch off. So what does it really take to stay relevant in the industry?

It all started on September 8, 2013 - a teenage Becky Jones, at home in Neath, Wales, speaking into the grainy lens of her webcam. Titled "My First Vlog," the video now feels like a small time capsule - the starting point of a decade-long public diary.

Becky's first caption for her YouTube video.

Becky's first caption for her YouTube video.

From GCSEs to major brand deals, that first upload marked the beginning of a journey that’s taken her all the way to London, at 26 years-old with over 470,000 YouTube subscribers.

Becky said: "I told my dad, 'I’m not going to uni - I’m doing YouTube.' He said, 'You have 50 subscribers.' I said, ‘I'm just gonna to keep going.'"

It evidently worked but her version of success has shifted. "Before it was like, make it, get the numbers. Now I just want to make nice videos and have a good time." For Becky, that often means enjoying a drink in a pub somewhere around the world.

Becky's latest online project: See It Off podcast on Spotify.

There’s something full circle about it. The girl from the webcam is still here and now she is reaping the rewards:

Becky's current (June 2025) social media following. Top left: X, Top right: YouTube, Bottom left: Instagram, Bottom right: TikTok

Becky's current (June 2025) social media following. Top left: X, Top right: YouTube, Bottom left: Instagram, Bottom right: TikTok

What Brands Want Now

Giselle Elsom, Managing Director of Truffle Social, has worked with influencers for twelve years. She says influencers today face a completely different market.

"When I started, one beautiful image from an influencer was enough," she says. "Now brands want multi-format content, behind-the-scenes clips, stories, TikToks, the works."

Influencers are expected to deliver like mini creative agencies. "It’s not just posting. It’s pitching, producing, negotiating, editing," Giselle said. "To do this well, you need to treat it like a business."

For many young creators, this is a shock. "A lot of people just love creating content," Giselle added. "But you have to run this like a business. Finance, contracts, strategy - without that, it is not sustainable."

This represents a major shift. What started as spontaneous self-expression now demands a full business plan. Not all Gen-Z creators are prepared for the pressure that comes with making a personal brand their main source of income.

Relatability as Currency

Becky’s career has always been built on being unmistakably herself. From her thick Welsh accent to her chaotic vlogs and honest personality, she has never pretended to be someone she is not.

It's this blend of humour and quiet vulnerability that keeps her audience coming back, not just for the content, but for the comfort of watching someone figure it all out in real time.

"I'm terrified of everything, absolutely terrified every single day of my life," she admitted with a smirk.

"I actually actively search my name every night before I go to bed. Because I’m insane," she joked, hinting at the emotional contortion act required to stay "relatable" online in 2025.

Becky has made a career of letting people in, but drawing the line between being open and being too exposed is something she’s still learning. "This is why I'm scared to go on dates with people," she said.

She added: "Also, last week this guy was like, ‘What are you doing here?’ and I said, ‘I live in that building,’ and I thought - why am I telling you that?"

However, because of this strong connection, Becky does not need to chase viral trends like other influencers. Her followers come for her, no matter what she posts. "I’ve had people following me since I was a kid. If I change too much, I’ll lose them."

Giselle from Truffle Social echoed this, noting that creative control is key. "If it doesn’t sound like them, it won’t land. The best partnerships are long-term ones where creators get to be themselves," she said.

"There’s a lot of pressure to mix," Becky said. "Because it’s numbers, isn’t it? Everything’s just numbers." Still, she’ll walk away from offers that don’t feel right. "I was asked to promote a series I'd not watched, and they wanted me to do a skit," she said. "Firstly, imagine me doing a skit - acting. I'd be in hell. Secondly, I hadn't watched it. So how am I going to promote something that I don't even know is good?"

"I try to make ads not look like ads,” she said. "Like I did a cruise one the other day - it was just a fun video."

Becky revealed the financial side isn’t always as glamorous as people think. "I think people think I make a lot more money than I do."

She continued: "The reason I rent in London is because I have to make the money. And to make the money, you have to work hard."

"Even if they pulled monetisation yesterday, I’d still be doing it," Becky shared. "Like TikTok - I don’t make money there, I just enjoy making funny little videos with friends."

For Becky, staying true to herself is both her signature and her safeguard.

Becky at Red Bull UK at Silverstone. Credit: @bambinobecky / Instagram.

Becky in partnership with Celsius UK. Credit: @bambinobecky / Instagram

Becky at the 2025 Super Bowl with NFL UK. Credit: @bambinobecky / Instagram

Captured mid-conversation: Becky, as photographed by Issie Yewman.

No routine, no off-switch

"In 2025, brands want more content, faster, and with more 'realness' than ever before," said Giselle from Truffle Social.

Becky describes her days as completely unpredictable. "Every day’s completely different – to the point where I don’t know my head from my tail," Becky said.

There’s no 9 to 5, no defined weekend. "If I look in the diary and there’s nothing on tomorrow, you won’t see me. There’s no text being sent. I’m dead," she added, "But it's hard to switch off completely."

Becky is always on because the internet never sleeps. When she started, there was no pressure to “perform” for a For You Page. Now, the system is unforgiving.

Giselle believes this adds to the pressure of being visible online. "People need training on business management," she says.

Being a successful influencer today means running a business, managing mental health, understanding data, staying creative, and remaining authentic - all while navigating a rapidly changing algorithm.

It is demanding and chaotic, but for Becky, she's not going anywhere soon. She’s still filming, having fun, and figuring it out on a daily basis – the way she’s always authentically done.

Authenticity, pressure, and growth: This article explores what it takes to be an influencer today.