The Creator Revolution!! This article hits the nail on the head regarding the shift to the creator economy, with the distribution of individual ‘creators as companies’ growing at an unprecedented scale. The most refreshing part: the author ‘gets it’, he doesn’t refer to social media content creators as ‘influencers’. Rather he uses the term ‘content creators’ which is exactly what they are. That doesn’t mean they aren’t influential, but influence is not universal.

No number of digital followers, likes, comments, or ‘engagement’, guarantees influence. Influence is contextual. Using the term ‘influencer’ for one specific activity like social media content creation discounts the fact that influence happens across every category, both on and offline,…put simply it marginalizes the term.

Influence is an outcome, not a job title. Because of the democratization social media has provided, an infinite number of micro-communities are built around content creators of every type on every available platform, and with that, a different business model emerges, and it’s amazing, and one that brands must embrace and understand if they want to stay relevant.

I’ve never argued in the power on these communities, it is because of the power of online communities I was able build my first company: a youtube channel which became a fitness subscription model. But the misconception that influencer marketing is new phenomenon created by social media isn’t only narrow minded, it missed the point completely and will make you very vulnerable in business. There is power in understanding the difference between true influence and simply attention. Attention without trust is just noise.

This is why I wrote the curriculum and the book (www.theinfluencercode.com), it is my mission to help not just businesses, but people think bigger about this topic, because at the end of the day, influence is what will help you grow and scale both your business and your own career.

https://www.forbes.com/sites/kianbakhtiari/2021/04/18/the-creator-economy-nfts-and-marketing/?sh=4cf0275e1204

And big thanks to some marketing legends out there, who are leading the way in helping change the perspective Neal Schaffer Jason Falls