The creator economy is pushing regular people away from social media. From Instagram to TikTok, social media platforms have morphed into billion-dollar creator industries. The co-founder of Creator Ventures argues that these platforms are turning into “distribution platforms rather than follower platforms” that no longer prioritize connecting friends and families easily. Content creators sit at the helm of marketing and find ways to adjust to the ever-changing digital landscape, which presents curveballs like AI and complex social media algorithms. Despite the limitations of this now influencer-centered digital world, there’s no doubt that “the reason people follow social media creators…is partly because of the authenticity.” In fact, YPulse’s Social and Mobile Marketing Preferences report shows the majority of young people like when brands use regular people’s posts in their advertisements or social media feeds. (Fortune)
