OTR: Drivers on social building a second income

Many truck drivers are self-employed contractors, and many have second jobs. In fact, a rising trend across all industries in the U.S. is a desire for work to be flexible. Additional jobs beyond the base job are sometimes referred to as “side hustles.”

Originally, the side hustle was a way for people to make additional cash while supporting a passion project. According to a January 2026 Forbes Magazine article, these gigs are now a financial necessity for 73% of Americans.

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The push by American workers to diversify their sources of income should come as no surprise. With global destabilizing events over the past 12-18 months, including international conflicts, widespread inflation, and a rise in the cost of living, workers are looking to add to the cash they’re earning to support themselves and their families.

Some of the most popular side hustles today include ride-sharing and delivery services like Uber and Lyft. Freelance creative work is also popular, like graphic design and content writing. Perhaps the most popular side hustle today which grew 36% in the last year according to Bloomberg is influencer marketing.

Influencers are a big part of our online experience today. They share their stories and expertise with us, and we learn and sometimes act on what they share. Truckers represent an emerging influencer trend. Truck drivers are out on our roads delivering the goods that keep America operating, while at the same time, some of them are mastering social media. By sharing their trucking adventures with a global audience they generate exposure for the essential, hard work they do driving day-to-day commerce.

Life beyond the wheel as a long-haul trucker

OTR trucking, known for its solitary journeys and on-the-go lifestyles, has found community online. Social media platforms like YouTube, Instagram, and TikTok have become virtual pit stops for drivers and their fans.

These OTR influencers go beyond showcasing the highways. They offer a behind-the-scenes look at their daily lives. From the intricacies of truck maintenance to the camaraderie they experience with fellow truckers at rest stops, they humanize an industry that is a mystery to a lot of people. Followers get a taste of the rigor of the job. They also see the undeniable beauty that comes with it. From stunning landscapes to unexpected challenges, trucker content provides a glimpse into a world that most will never experience firsthand.

Vlogging – video blogging – is the primary form of content creation for the OTR industry. Trucking vloggers simply pick up a camera and record their day. Audiences experience their unfiltered lives as they shed light on the beauty, freedom, and independence that comes with driving a truck. They also discuss any unseen pitfalls that can happen on the road. 

One potential OTR pitfall is staying safe on the road. Truck drivers face more safety challenges than the average worker in America because of the danger that comes from being behind the wheel for long stretches of the day. USA Today’s Jayme Fraser listed truck driving as number eight in the 25 most dangerous jobs in the U.S. This is behind agricultural workers, loggers, and roofers – which makes sense considering a trucker’s office is the highway.

By raising awareness about trucking and by humanizing those behind the wheel, these social media influencers are encouraging safe driving by their cohorts and their followers.

It takes work, but commitment can steer truckers to success

Social media influencing on the road comes with challenges. Limited connectivity, long hours, and the need to focus on driving, make consistent content creation difficult. Yet OTR influencers manage to deliver engaging content – a testament to their dedication to both their craft and their audience. 

Tips for anyone just getting started

For those who are just getting started as influencers, Adobe’s Erika Lenkert emphasizes the key features that make “day in the life” content popular. She shares the following tips for anyone looking to establish a social media brand:

• high quality production
• a unique brand image
• audience engagement 
• consistent delivery

With some planning and dedication, truckers can create engaging, unique content. Through that engagement they’ll build a dedicated audience for themselves, and effectively monetize life on the road.

Building community while creating social media content about driving a truck

What sets trucking influencers apart is how they build genuine community online. Their followers, many of whom are aspiring truckers or simply fascinated by the lifestyle, find connection through these online video chats.

Through Q&A sessions, live chats, and meetups at trucking events what starts as just a story shared online expands into a thriving community away from the screen. The social network created turns into truckers meeting each other in person, sharing experiences, stories, tips, and tricks, and what emerges is a supportive cohort.

OTR influencers also share the camaraderie found in trucking. By sharing trucking stories with a wider audience, influencers are creating empathy, and building understanding.

How awareness can help elevate the trucking industry

The rise of trucking influencers and their impact goes beyond a social media trend, and for the most successful can turn into real money-making. Businesses in the U.S. increasingly recognize the value of partnering with influencers to promote their brands and build brand awareness.

One example is the social media partnerships built by Amazon Relay. Folks at Amazon Relay, Amazon’s foray into the trucking industry, recruited and sponsored popular trucker influencers to help socialize the Amazon brand. Truckers like Clarissa Rankin and Alex Nino were amongst those sponsored. Their social media content drives exposure to Amazon’s target audience: truck drivers and trucking companies. This partnership benefits both Amazon and the sponsored influencers.

From truck manufacturers to logistics companies to OTR companies, there are considerable collaboration possibilities. This kind of collaboration contributes to the influencers’ financial sustainability and provides the sponsor companies with much-wanted exposure.

Truck drivers turned influencers are steering the trucking industry into uncharted territory, creating a digital roadmap of their adventures for the world to follow. Through storytelling, community building, and collaboration, they are reshaping preconceptions and showcasing the human side of a profession that often remains hidden behind the wheels of big rigs. As these influencers continue to navigate both the road and the internet, their impact on the trucking industry is sure to keep gaining momentum. 

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Sources:
Forbes Magazine
Bloomberg News
USA Today
Adobe
Amazon Relay

Editorial note: This article was originally published on August 5, 2024, and has been updated for this publication.