Influencer mistakes and expectations: what to expect in the first year

We mostly hear about influencers' work from those who succeeded. Those who quit after six months do not tell their stories. That is why expectations are distorted: it seems that it is enough to start posting, and after a few months brands will write to you themselves. Usually they do not.

In this part of the guide – the seven mistakes beginners make most often, and a realistic picture of what to expect in the first year. The aim is not to put you off but to help you avoid wasting time and getting into trouble with platforms or institutions.

1. Excessive expectations about time

Nobody can honestly say when you will get your first paid offer: it depends on the topic, the quality of the content, regularity and luck. One thing can be said precisely – the platforms' thresholds are not close. YouTube shares advertising revenue only with channels that have 1 000 subscribers and 4 000 watch hours over 12 months or 10 million Shorts views over 90 days.

The practical conclusion: do not quit your job until the activity has brought in stable income for at least several months in a row.

2. Chasing follower numbers

The platforms themselves explain that they show a post to new people based on how it is reacted to: whether it is watched to the end, saved, shared. Brands look at the same things – reach, engagement and the audience's country. Ten thousand followers who watch nothing are worth less than two thousand who ask where to buy.

That is why the question “how do I get more followers” is often the wrong one. A better one is “who is my content useful to, and do those people find it”.

3. Bought followers and fake engagement

Instagram states that third-party apps generating fake likes, follows and comments breach its Community Guidelines and Terms of Use, and that such activity is removed. TikTok says that when it detects fake metrics, it removes the fake likes and followers. YouTube's rules allow not only the content but also the channel to be removed.

Even if the platform does not notice, the client does: lots of followers, no reactions, nothing but emojis in the comments. Such accounts are the first to be struck off the lists.

4. Unlabelled advertising

Article 8 of the Law on Advertising prohibits hidden advertising: advertising must be clearly recognisable. The State Consumer Rights Protection Service (VVTAT) has reminded influencers that labelling is also required when the remuneration is not money but a product or service, and for discount codes as well.

For a breach of this article, Article 24 of the law provides for a fine on entities engaged in advertising activity of up to 3 % of their annual income, but not more than 100 000 €, and for a repeated breach within a year – up to 6 % and not more than 200 000 €. Where no substantial harm has been done, a warning without a fine may be issued.

5. Health claims

“Helps with…”, “cures…”, “you will lose weight without diets” – sentences like these come naturally when you like a product. VVTAT specifically stresses that advertising must not mislead about the properties of food, food supplements and cosmetics, and that advertising must be complete, clear and not misleading.

• Do not talk about diseases and treatment. A food supplement or a cosmetic product does not cure.
• Do not promise a result. The fact that it helped you does not mean it will help someone else.
• Use only the claims the client has sent you in writing, and ask for confirmation that they are permitted.
• Be careful with “before and after”. That is a promise about a result too.

The same applies to finance: a promise about earnings or returns is a claim you should be able to substantiate.

6. One platform and one source of income

An account on a social network is not your property. Instagram writes that accounts which repeatedly breach its Recommendations Guidelines or Community Standards are not recommended at all for a period of time. The rules and the ranking change, and you do not control that.

• Have a second channel – another platform, a newsletter or a blog.
• Collect contacts that belong to you: email addresses with people's consent.
• Do not stake everything on one sponsor. When they leave, your income drops to zero.
• Combine sources: orders, commissions, your own products.

7. Verbal agreements and bookkeeping “later”

Two mistakes that surface a year later. The first is collaborations with nothing in writing: it is unclear how many revisions there are, where the content is used, when payment is made. The Law on Copyright and Related Rights requires a contract on the transfer or licensing of economic rights to be in writing.

The second is taxes. The State Tax Inspectorate (VMI) clearly states that goods and services received for advertising are income in kind and are taxed like remuneration in money. Anyone who collected “gifts” for a year and did not account for them faces an unpleasant task when declaring income. Which form of activity is suitable is explained in the ACS.lt article “Self-employment: certificate or business certificate”.

A realistic plan for the first year

1. Months 1–3. One topic, one platform, a steady rhythm. The goal is not followers but understanding which posts work.
2. Months 4–6. The first income from things that do not need a large audience: commissions through an affiliate link, content for small clients.
3. Months 7–9. A presentation with real statistics, the first emails to brands, a second channel.
4. Months 10–12. A formalised activity, written contracts, at least two sources of income.

This is a guideline, not a promise. For some it takes less time, for most – longer.

Frequently asked questions