Truck drivers on social: Want a second income?

Many truck drivers are self-employed contractors, and because of this, many are exploring alternative, additional income channels. In fact, a rising trend across all industries in the U.S. is workers seeking flexible work opportunities outside of their primary responsibilities. These additional income channels are sometimes referred to as “side hustles.”

Originally, the side hustle was a way for consumers to make additional cash from their passion projects. According to a January 2026 Forbes Magazine article, these gigs are now a financial necessity for 73% of Americans.

The push by American workers to diversify their sources of income should come as no surprise. With global destabilizing events over the past year, including international conflicts, widespread inflation, and a rise in the cost of living, workers need to find additional income channels.

Some of the most popular side hustles out there today include ride-sharing and delivery services. Freelance creative work is also popular. Graphic design and content writing are also highly sought-after services that make for a great side hustle. Perhaps the most popular side hustle right now is influencer marketing, growing 36% in the last year according to a recent Bloomberg article.

In this social media world we live in, influencers are a big part of our online experience. They share their stories and expertise with us, and we learn and adapt from what they deliver. Truckers represent an emerging influencer trend. Truck drivers are out on our roads delivering the goods that keep America operating. At the same time, they are also mastering the digital landscape. 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

Truckers, known for their solitary journeys and on-the-go lifestyles, have found community online. Social media platforms like YouTube, Instagram, and TikTok have become virtual pit stops. It is there that these influencers share the highs and lows of life on the road – and who knew it could be so entertaining! These trucking influencers go beyond just showcasing the highways. They offer a behind-the-scenes look at their daily lives. From the intricacies of truck maintenance to the camaraderie with fellow truckers at rest stops, they humanize an industry that often remains hidden from view. 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 – has been the primary form of content creation for occupational videos like trucking vlogs. Trucking vloggers simply pick up a camera and start recording their days. Audiences then experience their unfiltered lives and shed light on the beauty, freedom, and independence that comes with driving a truck. They also discuss any unseen pitfalls they may face daily. 

Truck drivers face more safety challenges than the average worker in America. This is because of the danger that comes with being behind the wheel for so many hours every 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 humanizing those behind the wheel, these social media influencers might be encouraging others on the road to think twice before driving recklessly.

It takes work, but commitment can steer truckers to success

Being an influencer on the road comes with challenges. Limited connectivity, long hours, and the need to focus on driving, can make consistent content creation difficult. Yet these influencers manage to deliver engaging content – a testament to their dedication to both their craft and their audience. 

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 their ability to build a genuine community online. Their followers, many of whom are aspiring truckers or simply fascinated by the lifestyle, find a sense of 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 allows truckers to meet each other, share experiences, stories, tips, and tricks, and what emerges is a supportive cohort. What these groups really do though is reflect the camaraderie found in trucking. The work of these influencers can potentially create positive change in the industry by sharing their stories with a wider audience.

How awareness can help elevate the trucking industry

The rise of trucking influencers and their impact goes beyond just being a social media trend – their work is also impacting the trucking industry itself. Companies are increasingly recognizing the value of partnering with influencers to promote their brands and build brand awareness.

Amazon Relay – Amazon’s foray into the trucking industry – recruited popular trucker influencers and provided them with sponsorships. Truckers like Clarissa Rankin and Alex Nino, two popular social media truckers, are sponsored by Amazon Relay, and drive 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 over-the-road trucking 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 and beyond 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.