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From founder to creator: The rise of a new breed of influencers in the creator economy

Money ControlMoney Control · 1y ago
From founder to creator: The rise of a new breed of influencers in the creator economy
Medial

The rise of the creator economy has given rise to a new breed of influencers - founders who have become content creators. These founder-influencers are leveraging platforms like X (formerly Twitter), LinkedIn, YouTube, and Instagram to share their insights, experiences, and thought leadership in entrepreneurship and business. Their content resonates with a wide audience interested in entrepreneurship, and brands are taking notice, preferring to collaborate with these key opinion leaders (KOLs) rather than traditional content creators. While competition in the influencer marketing space has intensified, founder-influencers continue to focus on educating and engaging audiences.

De-influencers Take Center Stage in Redefining the Future of Influence

StartupTalkyStartupTalky · 1y ago
De-influencers Take Center Stage in Redefining the Future of Influence
Medial

De-influencers are a new breed of influencers who are challenging the norms of curated content and aspirational lifestyles in the world of consumerism. They debunk myths, challenge misinformation, and promote critical thinking among their followers. De-influencers aim to bring about social change and raise awareness about important issues. They prioritize authenticity, transparency, and clarity in their content, and they use their platforms to spark meaningful conversations and inspire action. Brands and marketers are taking notice of these de-influencers and seeking collaborations that align with their values. The influence of de-influencers is expected to continue growing in the future.

There's a gender gap among news influencers on social media, new Pew data shows

Business InsiderBusiness Insider · 8m ago
There's a gender gap among news influencers on social media, new Pew data shows
Medial

A new study from the Pew Research Center shows that male influencers outnumber female creators in delivering news on social media. The study analyzed a sample set of 500 news influencers with at least 100,000 followers and found that 63% were male and 30% were female. This gender gap is notable considering that there is a narrower gender divide among working US journalists and women tend to outnumber men in the influencer industry generally. The gender gap among social media news influencers could have an impact on what stories reach the public as creators take on a larger role in educating people about current events. This was seen in the 2024 US presidential election, where both parties targeted influencers to generate content around their campaigns. The study also revealed that there was a smaller gender gap in the overall audience for news content on social media among young people. While the influencers delivering news skewed slightly conservative, only around half of them explicitly shared their political orientation. As traditional newsrooms lose some trust, creators have become more influential in shaping the information landscape. Trust in information from national news organizations has decreased, while trust in information from social media has remained steady. YouTube had the biggest gender gap among news influencers, while TikTok's gap was minimal. TikTok has become an important news source for young adults, who use the platform for news commentary and on-the-ground videos related to current events.

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