Social media is quickly approaching its maturation phase and as the internet pushes toward Web3, we’re seeing users increasingly demand transparency and authenticity. This demand is being made not just from platforms but from those with influence on those platforms.
To maintain interest, influencers must provide value beyond just a curated wall of an aspirational lifestyle. Influencers must provide value through entertainment and education. They must show consistency and must follow a strategy. “Authenticity” was a prerequisite for getting influencers started, but now, they must evolve.
Influencer vs. content creator
The term ‘influencer’ is on the way out. Whether through the evolution of the industry to be more encompassing or due to influencers trying to distance themselves from some of the negative associations that come with the reputation of the title, many social media stars now prefer the title of ‘creator’. Why? Creators don’t just focus on themselves. Top creators aren’t just posting aesthetic content. They do so much more!
Moving past the influencer title
MrBeast is not simply an influencer. He’s delivering engaging and entertaining content that pulls in the types of views that TV shows could only dream of! Brands are approaching him left and right to advise on marketing campaigns, and in turn, feeding his content funnel through partnerships. Showing a reliance on creative-led strategies, rather than just “authentic” posting, can help content creators evolve past their personal “influencer” brand to a next-level powerhouse.
The shift between influencers and creators might be subtle, but strategy is the central difference.
Smart, forward-thinking brands have historically leaned into the authenticity provision when selecting talent to align with. Oftentimes, these creators have smaller, more regional follower bases and have much more targeted influence. Users now rely more heavily on the opinions and recommendations of micro-creators. Voth brands and content creators are leveraging their mutual interests to create strategic relationships that benefit their growth and consumer awareness.
Social media platforms and the future (Psst, it’s TikTok)
If you have been following the news, between the changes to the Meta platforms and rise of new social media giants, it’s vital to implement your brand onto several social platforms at this point. Especially TikTok this year.
TikTok is making it easier for brands to sell on the app, thanks to the recent launch of TikTok shopping. With TikTok you don’t have to create ads for TikTok, you can create TikToks and use them as ads. When content creators make fantastic TikToks and then use those videos on TikTok advertising campaigns – it’s a winning formula.
Innovation and competition only lead to higher-quality content across platforms, so it’s a great time to be accessing the content creator space. Whether you’re a seasoned macro-influencer or just starting out, the importance of a sound strategy is now more important than ever as demands have changed the game of social media.