The influencer landscape changed in 2024: everyday people stepped into the role of a “creator.” A viral moment can dramatically change the life of an ordinary person, as it did this year for Haliey Welch, known as “Hawk Tuah Girl.” That’s been true for some time, but these days, creators like Welch are using their instant fame to build personal brands and connect with their audiences through public appearances and brand partnerships—or podcasts. This represents a new path for creators, where the lines between authenticity and performance often become blurred due to the commercialization of content. Today, success is measured by the ability to create engaging content and keep the audience’s interest, and the term “creator” has become “a catchall for people who are famous for making stuff across any number of platforms.” The “creator model” allows basically anyone to develop loyal followings without relying on traditional media outlets. (The New Yorker)
