Audiences are favoring thought leaders over traditional influencers on TikTok. “Intellectual influencers,” or thought leaders, are reaching and impacting big audiences with their expertise and knowledge, regardless of follower count. A recent survey by Matter Communications found that authenticity is the superior reason for viewers when choosing who to follow. And as being an influencer has become easily accessible, audiences are no longer satisfied with just entertainment or education. They’re seeking a unique blend of both—calling it “edutainment.” As a result, content creators face a new challenge: producing high-quality, engaging content that stands out from others who are equally knowledgeable. (Business Insider)
đź“Š YPulse data: 44% of 13-39-year-olds agree, “Influencers don’t have the power they used to”
