The Influencer Bubble is Popping... what it means for creators.
What the HECK is going on in the influencer marketing space right now?
Fewer brand deals, increase in gifted opportunities ,and everyone just seems to hate us more than ever? Let's explore influencer fatigue, what's causing it, and how this is affecting the creator economy as a whole... and how you can plan for the future and stand out as a full time or aspiring influencer.
📚 || CHAPTERS ||
0:00 - Things are Weird Right now...
1:28 - What the HECK is happening?
4:06 - Why Everyone Hates Influencers
9:43 - Everyone wants to be one...
12:55 - Platform are shifting
14:17 - UGC Content
15:50 - Brand Expectations
19:30 - How to survive as a creator
📣 || MENTIONS ||
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There is still SO MUCH nuance to be explored within all of this, and for each point, I could have gone on a separate one hour tangent... but this was long enough. 😅 This is of course a generalization of a lot of what I'm seeing, there are always people moving against the grain, and I think there's still A LOT of other (valid) reasons why people feel a type a way about 'influencers'. Let's chat about them below, and maybe... maybe... I'll do a follow up. If you like these reflective videos about the creator economy, you'll enjoy this breakdown of a every creator's career cycle 👀 ➡kzhead.info/sun/a81pfK6ZgJSHemg/bejne.html
The global economy is slowing down, and influencers are a pre-covid hangover, inflation has basically erased buying power. Geopolitical incomings from Europe etc are in fact affecting everything including banks lending.
this coming from the person that has a "tiktok" account and is part of the problem.
"Fewer brand deals, increase in gifted opportunities ,and everyone just seems to hate us more than ever?"
@@Jesse4267 like blame G-Fuel i swear so many old twitch streamers always promoted it, i swear it was the "starter package" for twitch streamers that wanted a sponsor
the new wave of “influencers” is here.. which is really just REAL people who have MEANINGFUL messages to offer!
yesss--and the irony is that this 'new wave' is in a sense, a return to the old ways. 😂
I was about to say that. Thank You
Exactly!!
@@CreatingwithKaya Exactly! The OG’s been told us to stop fucking with broke men, meditate, control your vag, and don’t be a junkie and that’s why they’re rich and the old viewers can’t relate because they were hating or not listening! 😂
I noticed ppl who admit to failing or feeling ugly go viral
What people desire now is authenticity. All of the “polished” “perfect” content is out. Influencers all started to look and sound the same. Even their homes. People are over it.
the home part is SO REAL-- I used to get really in my head because my apartment is old and has dark wood everywhere, and it wasn't like the pristine white homes of the most popular creators. But I've learned to appreciate the beauty and realness of my space.
Authentizität was THE big Buzzword of 2017/ 2018. Everything was "authentic .
I’m a new creator and am uncut! I love speaking extemporaneously! Mom in her basement lol
Wow. You are so right. A lot of the influencers I watch now live in Atlanta and most of their apartments look the same. Wall to wall windows with city views and basically the same layouts and the same esthetics.
@@CreatingwithKaya Exactly, all that shines, it's beautiful.
Influencers are so annoying. I got off social media literally just to avoid them. Most of them start genuine but then turn into a money making machine which makes me lose my trust
This definitely is a common theme--people starting off genuine or relatable and then needing to fund their content to be able to make more of it.. but then progressively lose what they started with..
I hear ya, recently unfollowed the Kardashians, so toxic!
Damn shame! I think people love to route for the underdog who isn’t getting anything out if their hard work they put in quite like the “AVERAGE” person goes to work everyday and is tired and miserable! People become naturally envious overtime!
@@prettypuffprincesstrue, I wanted to support that underdog but wasn't sure and still not sure how to or if it's even safe to send money. So I just did lots of likes and some comments on all his vids😊
Honestly, the sponsorships killed it. I’ve discovered a few influencers lying about product results or restaurant recommendations for cash. I understand we all need to get paid but it’s never okay to lie about what a product can do for you.
I'm so so so with you. And phew the lying is a REAL and SERIOUS problem.... A common thing I hear is 'doing it for the bag', like there's this feeling of we gotta do what we gotta do to make money, which is SO MESSY. But I think it opens up an interesting conversation because we talk a LOT about how so many people are suffering under the current economy, and while a ton of creators are in positions of privilege there are also a ton who aren't--who are struggling to pay bills who have families to feed... and while it is DEFINITELY not okay to lie, or contribute to the harm being done by the industry, you can see why people do it. Of course no one is forcing them to make money online, but when a windfall presents itself, I think it's an instinct to put yourself first. Again definitely not saying it's okay, I just love diving into the whys 😂
Yes, you are correct but It's propaganda, and it is done in commercial enterprises and politics. This doesn't make it right but commercialism and greed drive people/companies to completely overstate the attributes of themselves, products, and services. Those companies set the example and influencers make mini ads for them. However, companies have little control over influencer's content and it can end up backfireing on their brand. Further, markets are necessarily evolving, we are in a recession, and sales are down as people see prices escalating. That puts confidence at an all-time low; essentials are more important than buying one more shiny object. Also, consider people are tired of everything being a sales pitch.
ELF also doesnt need influencers, if its cheap we buy it. no ones spending $80 on foundation anymore. we dont need to watch videos. the new sephora crowd is 12 years old. women with money know not to indulge in consumerism
The world has changed. As it always does. Nothing lasts forever.
Ain’t that the truth👏🏽
I stopped watching influencers and creators constantly pushing products because it just feels out of touch with the current state of the economy. Things are expensive, people are losing their jobs and struggling to find work, adequate housing, etc. I think people are just not interested in currently being influenced to buy things, even if they don’t actually end up buying it.
all so so fair--I really hope we shift to more of an authentic, less-sales pushy space. It's something I've even clocked in my own content on IG, and I'm actively unpacking it.
It got to the point where if they posted, you roll your eyes bc you know they're just going to peddle their wares. 🙄
q0p 😊@@CreatingwithKaya
100%!!!
I think brands are complaining about influencers but not addressing the real issue which is people don't have the extra money to buy random products
this part tooooooo.
I saw a video where a husband quit his job to “join his wife on their content creation journey.” Their videos are like all the other family influencers and the kids are so aware of the camera. It’s rather sad.
Ah man--yeah the topic of family influencers too is a whole other rabbit hole. So many kids come out after upset that their entire childhood was blasted to the world without their consent.
Absolutely. Family influencers is a whole other rabbit hole
@@CreatingwithKaya the kids could technically sue for violation of the human right to privacy
I’ve been a influencer for 11 years now and it all balls down to being your absolute authentic self. Your people will always gravitate towards you ❤
This is absolutely true!! Though I think the word authenticity could use a whole other video unpacking 😂
Absolutely Agree
Honestly, I’m just making the content I can and whoever finds me finds me
absolutely fair! It's just a matter of people's goals too--if you are trying to pay bills with content, a more intentional strategy is needed, but if you want to just ride the wave--then make what you want and see who it resonates with.
True I learned to stop promising and follow my passions
That part! I’ve also realized a lot of people don’t like supporting smaller + authentic+ real life creators😩but I’ve learned to just post my content and whoever it’s meant for will watch and support
Found!
Stay on, people come around as many times, I've found old channels I didn't know of from years ago and I binge watch their vids. Sometimes accidentally find someone I liked but didn't realize it was the same person from years ago. Or find out that 2 people I watch are a couple for years already. We gravitate to whatever we're needing at the time. And thanks to algorithms and 2xspeed playing I never have to get too too bored😂
A lot of people are fed up with more "obvious" influencers who just show off everything they have. Other influencers doing educational, comedic, video essays, etc. don't seem to get the same hate. In fact, some are seen as an "expert" in their field. It also has maybe led to more channels dedicated to teaching you how to make money and more courses being sold to people who are struggling and want to earn more money
I think this is definitely valid--I think the people that are SUPER educational on something that has nothing to do with social media probably have it the best because though they are 'influential' and the value they are offering is more explicit. That being said I've been definitely seeing some heinous comments on the most well-meaning, non-controversial educational content (more so on TikTok) where people are attacking, criticizing, or being doubtful of the information the person is sharing because they are still seen as a 'creator' on their feeds.
@@CreatingwithKaya that's sad! Do you think short form content comment section is more aggressive? It tends to be non-followers who just scroll mindlessly. It's easier to leave a mean comment vs watching a 20 minute video you had to search for
Yup I think that is exactly it! I think tying into the point on algorithms--you are being 'fed' content on shortform--you aren't in control, and most of the time it is in tune with what the viewers want... but when it isn't, people still feel like it's *targeted* towards them, so they feel like they have to 'set things straight' in the comments. 😂 And like you said I think logistically it's just easier. Not as many people are going to spend time hunting down content they don't like youtube just to hate on it... which is something kinda crazy because KZhead used to have the WORST comment sections of all platforms..
@@CreatingwithKaya I also think tags have gotten ridiculous on IG because even the search goes so off in most subjects that are interesting or not in the normy 🪖
The big problem is these companies now have plenty of average people on social media to push their products. They no longer need to ask influencers to do it. It saves them a ton of money by letting the consumer sell it for them on all the social platforms. Everyone has a cell phone and can post pics nowadays. If you want to separate yourself, you've got to figure out how to up your game X's 1,000.
yup absolutely thiss11
I never really cared for influencers that are always trying to sell me stuff, as soon as you do I'm out and never following you again.
Completely fair!! I feel like it's tough because brand deals are one of the most straightforward ways to make money in this space--and they can fund the 'organic' content that people's audience's enjoy consuming. But it's SO EASY to let the money-making goals take over. (Definitely have accidentally done that myself before, and definitely know I've turned people off).
@@CreatingwithKaya true and also the reason why I don't like Instagram as much. Of course I'm just starting my youtube channel and I might have to do some of that in the future as well :/
Yess this is so true--Instagram and TikTok for that matter are a different beast because your individual pieces of content are all ads or 'selling'. Where as to be a KZheadr, you have to be MUCH more careful about balancing selling *within* your content.
Same
Absolutely This. I even hate the word influencer. Like do not shove anything down my throat
The smaller influencers are still crushing it. People are just fed up with overly curated, unrealistic large account influencers selling a dream (that they themselves aren't even living). People want to feel valued & related to on a human level. Many people are waking up. They are saying no to being wallets and quick human ATMs to be used anytime influencers need to push a product/service that they themselves don't even use!
To be honest, these “influencers” have to understand that instead of chasing the bag. There are people who are laid off from their jobs, struggling to make ends meet, etc. The last thing we need to see is someone trying to sell something from a brand that’s all about money. It’s not right.
It was about time! We've been submerged in influencer cr* for ages! Their content was drowning the real content and their irrelevant photos and videos were hiding the internet content we've been searching for on search engines and social media. Also, they created their own product lines, which were rubbish, unsafe, unregulated and some times plainly harmful as far as health or safety goes. The algorithms favoured them, SEO favoured them because their advertised brands paid, social media favoured them because they were either young and half-naked or whiny and malicious. And now we arrive at the essence of the thing: does any of them have anything to offer, other than be either pretty or petty? I hope the good ones will survive, but I won't be unhappy to see the rest go.
I think brands need to watch this video so they can understand why influencers are not sales people but marketers cause I agree they have forgotten that. great video by the way
Appreciate you!!
I agree high production content is what's currently making the rounds. What I find ironic is people are saying that the people making the highly produced content aren't doing it for the algorithm/views. They definitely are! They wouldn't put that much effort into editing, staging, adding special animations into it if they weren't.
Oooh haha that is so true--I think there is like instantly a higher level of 'respect' for people making high production stuff, so a lot of assumptions come through that it is just for the purity of the art or craft, etc. 😅
I’m actually happy with the way the creator community is changing because I feel now a days content in general is very bland & nothing makes me awe struck. Similar to what another commenter said the increasing need of actual value is going to be so important now! Time is becoming increasingly a rare currency. I think it’s why my content as an artist is starting to grow increasingly on all of my platforms. I like when people are hyper focus on something that they really love. So the grow in passion is really us returning to our roots of what content and KZhead as a whole used to be🎉😊
I LOVE this take and I honestly agree. I think we're going through like weird growing pains as an industry, but it'll filter out the people who aren't here to provide anything new or of substance.
Absolutely, you hit the nail on the head! Time is becoming a precious commodity. Considering my subscriptions to Sirius Radio and Audible, packed with endless content, and my own role as a content creator, finding time to create is becoming quite the challenge!
Great video!!! I’ve been experiencing fatigue as a creator but I always get refueled after seeing creators who “don’t fit the mold”. Creators who you can tell are creating for the fun of it and not necessarily following platform rules. It gives me permission to show up in a way that is messy and not perfect!
So true!! I relate--the more people I see experimenting and going against the grain, the more it inspires me to do the same.
So many great points. Trying to get into the creator space now is interesting because it feels like I’m trying to understand a system that’s a little broken right now.
I can imagine--and I hope my little corner of the internet can help in some way. Though if I want to get a lil existential about it.. I do think the system being broken is reflective of a lot of things being broken in society... but that's a whole other topic. 🙃
I think it's a bit broken as well. As a content creator I have tonkewpnthe mantra that I'm doing it for entertainment and not for monetary gain.. because it's really fickle the people and the platform
Every bubble follows the same pattern. The best quality, high value influencers will continue and turn into the true influencer.
Absolutely! I see it as like this “great filtration” only those who are providing high value will survive
We are so tired of being sold to. It’s anti capitalism.
You made such great points. Brands expecting conversion from just 1 piece of content is a bit insane when you consider the marketing funnel. I had a startup reach out and expect a campaign they wanted us to work on (they wanted a short 1 minute video) to drive brand awareness, conversion and result in raving fans who share about their service through that 1 minute video 😓 I think there’s brands who just don’t understand how influencer marketing should be part of their overall marketing strategy and not their magic answer to instant sales. There’s so much that could be said on this topic 😮💨 I really enjoyed this video 🙌🏾
Thank you for watching!! I'm glad it resonated... while also it being unfortunate that this resonated with so many people. 😂 I do find when it comes to smaller brands we have to do a lot of the leg work on educating them on marketing--which is shows they probably aren't ready to dive into influencer marketing just yet. 👀
I’ve realized that I’ve wanted to be an influencer / content creator FOR the money, NOT the fame. But also I like sharing MY story. So I’m already doing a few things wrong… for money, revolving content around me.. not wanting fame aka to go viral. So I’ve taken a step back, Gona do a month of no content just to reflect back on my life and see what it is I actually want, and if I want to continue social media. I would love to hear more about this topic. I love the points you made, and agree with u. This topic is SOOOOO good, bc literally NO OTHER CREATOR is talking about this. Thank u Kaya! ❤
This is SUCH a real and vulnerable comment, thank you for sharing! 💜🙏🏽 I don't think wanting to share your story is inherently wrong--but it's about shifting the focus a bit to ask *why* you want to share it. Thinking about those who will be consuming it. Is it to be a source of representation (i.e. is it a story we don't see or hear often?), is it to be a source of encouragement and inspiration? Is it because you think your story will entertain people--make them laugh? Question assumptions? See a peek into a lifestyle they wouldn't have access to? To make others feel seen? I'm really glad you enjoyed this video! Would love to hear about the result of your reflections. 🙏🏽
Watching an influencer is like reading reviews in Amazon
This is so good. I've noticed that two of my favorite luxury fashion influencers have shifted their message to sustainable fashion, vintage finds, upcycling, etc. and I've really enjoyed their new perspectives. I guess it's because they saw the writing on the wall, which may mean their shift is less authentic, but still. I, for one, have never been interested in mindless content that was simply, "Look at me. I'm cute," shot with crappy lighting and no effort, so I'm happy to hear that quality may be making a comeback. I hope you're right.
Oooh so interesting about the shift you've seen in the luxury influencers.. and so true about questioning the authenticity of it. It also brings up this thing where we often think people are more relatable when they are inline with our own values an lived experiences...when people can absolutely curate their feed and content to just make it *seem that they are inline with their target audience*
@@CreatingwithKaya You may find this interesting. He talks about how social media has changed to the benefit of the platforms instead of the creator, and what some companies are doing about it. kzhead.info/sun/aN6OnsiFnX9_oZs/bejne.html
Oh thank you for sharing!! Watching now, so insightful!
Such a great video and really good topic too! I think many people got tired of seeing influencers say every single product was “amazing” and trying to make things seem perfect when they aren’t.
thisss! I think this is what I want to dive into in a follow up video. 👀
"What value are you here to bring?" 💞💞💞
A hard one to think about and remember--but it's an important one
Thanks for your insight! I used to try to sell, sell, sell and hack the algorithms and it felt wrong. Especially since that’s not how I move in my real life. I’m hoping that I can just share my life as it is and that will be enough to attract my ideal audience. I started out blogging with barely enough money to pay for hosting and a cheap DSLR so I’ve seen many, many shifts over the years. Social media always felt like a chore but gurus kept saying it’s a great way to connect with people so I always felt like I had to find a way to make it work. Overall, the only constant is change and if those of us who want to make a living through blogging/influencing/creating or whatever we want to call it want to make it work we will have to to continuously roll with the punches.
There is really something to be said for tuning into what 'feels wrong'! I've been really catching myself on my main IG lately, and I'm in need for an entire OVERHAUL because I've drifted from the core 'why' and started keeping up with the algorithms too. SO true about continuing to roll with the punches though--anyone who just keeps trying to do the same thing forever in this space is just going to get upset and give up.
So to sum it up: All GOOD (popular) things come to an end!
You made suuchhh a good point about the emotional & mental whiplash that comes with processing the contrasting emotions we see in content that was very well said. 💜
thank you!! I think it's not talked about much--but I think it has a huge negative effect on us.
YOU ARE PREACHING TO THE CHOIR! This unfortunately resonated TOO hard.
ahaha I'm so sorry 😂😭🙏🏽
A lot of people are smart and they know deep down if you actually care about them as a viewer or if you are just trying to sell them something. Putting relatability, honesty, and genuine care for the people clicking your content is the best bet always
👏🏽 I agree
So glad to see you discuss the ugc content creators. Not only are they undercutting influencers because they are cheaper they are also eliminating the need for long-standing Industries such as modeling, food stylist, photographers and many of the creative jobs related around advertising . What companies once had to pay thousands of dollars for with an advertising firm they are now getting for pennies on the dollar from these ugc creators. These ugc creators don't realize they're just undercutting themselves. Not to mention a great deal of the ugc content is really inferior and does not make me or anyone else want to purchase the products.
Oh my goodness this is SO SO TRUE! I say often like why are we terming this as UGC?! Like freelance video and photos are a thing?! But it's because it's still cheaper, lower quality, etc. (GENERALLY).
I appreciate that you strive to see topics from different angles! I am not usually this vocal in the comment sections. So, there's something very special about you and your content! Thanks for being you!!! As an outsider looking in, it sounds like basic supply and demand principles - the natural ebb and flow of business. Brands don't seem to be getting an ROI that warrants heightened spending. So, they are drawing back. Like you mentioned, people are tired of getting sold to - they aren't converting like they used to. Nothing is stagnant; everything is always in motion. Look at the 9-to-5 world, for example. Millions of people jumped ship over the past few years. Pivots are necessary. I just feel for the influencers who put their anchors down and never expected the currents to change. Thanks for opening up the conversation!
This is all so so true (thank you for taking the time to comment)!! It really is the natural ebb and flow, like any industry, you can't do things the way you always have done and expect it to always work for you! Appreciate your insights!
One thing that I think we're going to see the rise in SME (Subject Matter Experts) people that are showing up but also have an expertise in an area. Look at skin and the rising presence of dermatologist.
Yess I so agree with this!! It helps cut through all the noise.
Thanks for the clarity!!!
My pleasure! ☺️
This was a great analysis on why I struggle to grow my platform that I have had since 2015. I could not reconcile becoming an influencer for this reason. I cannot and do something just for algorithms. I decline a lot of offers to sling things on my website just for cash the will decrease my quality. I still spend hours writing my blog posts and just decide that my community will find me and stay because the find value and can relate. Great conversation here.
Not only that, but even the big artist and actors are getting into other sales space because thier well is drying up due to budget cuts.
Great video, Kaya! ❤Super insightful. Thanks for sharing your knowledge.
Glad you enjoyed it!
FINALLY! Someone is talking about this! Way to go, Kaya!
Thank you Mike!! I needed to get it off my chest and I'm so glad it's resonating.
Love this perspective. So well said ❤
I’m so glad!! It was really weighing on me, just had to get it out 😂
So well spoken. Thank you for the insight.
Thank you!!
I couldn't agree more. I don't get involved in the whole 'everything I buy is amazing'. I review the products that I actually buy and use and then I tell people what I think about the product, good or bad. That may cost me brand deals, but I'm here to grow a community that trusts me, which means I have to 'work' for the viewer, not the brand. Too many influencers are hired mouthpieces for a few thousand dollars. It's very shortsighted, as you can't repurchase your reputation. It's pretty simple, find a niche, offer value, be honest, grow your community. If authentic brand deals come, because they are naturally aligned with your brand, then great. If not, that's ok too. Too many people are trying to monetize, before adding value. I loved this video. Thank you.
Thisss-people are not thinking long term and aren’t thinking of the viewer AT ALL. The way you’re going about it is SO much more sustainable and how it should be 🙏🏽
@@CreatingwithKaya I’m so glad I saw your video. I was starting to think I was on this island alone ❤️
I love your logic and video. Thanks!
Thanks for watching! I really appreciate that!
This video was great. I loved all the info and your perspective. Honestly, some of the things, I didn’t really know even as a creator myself!
Thank you so so much!! Glad you enjoyed it!
I WATCHED all the way to the END! You’ve answered some of my questions and doubts. This was the best 10 minutes of my life. Informative and educational
I appreciate you so much and I'm so honoured--I'm glad it resonated!!
I used to been a content creator but had my monetization reversed for a Community Violation. I didn’t even fight it and shut down to reinvent myself. But today when I stumbled upon your video…
lol , I just realized that I didn’t even subscribe!!!! I was so on fire 🔥 💨💨💨💨
This is definitely one of the better videos I've seen lately. Great job. Very real and so on point.
That means a lot-thank you so much!!
Loved this video so much!! Thanks for your amazing insight :)
I'm so glad!! Thank you for watching--I was a bit nervous about how it'd be received. 😅
I am always pushing to stay True to myself while sharing my different interests.Thanks for sharing your perspective with us❤👍
Love that!! And my pleasure!!
This is so on point 👏🏾👏🏾
Thank you!!
Thank you for this video Your skin looks so healthy
you are too kind, thank you!!
***deep sigh*** it’s rough out there but we move. This was such a great deep dive Kaya!
Things DEFINITELY feel rough out here. 😅 I'm so glad you enjoyed it, was super nervous about sharing it!
People love to hold you on high and then turn on you ruthlessly so I don’t put much faith in people’s goodness.
Oh pheww this is so true..
Facts Kaya 👏🏽! I loved this video 🙏🏽
I'm so glad!! Thank you!! 🙏🏽
Really enjoyed your analysis on this topic x
I really appreciate it--thank you!!
Professional musician of over 30 years here. It sounds like you are describing the change that has happened in my industry - a click of a like is not the same thing as someone buying a ticket or an actual recording - when folks who have never even played an actual concert will work for free, those of us who actually put in the work end up being left out in the cold. You can’t eat “exposure”
OOh this is such an interesting parallel thank you for sharing! I think there's probably a common thread through a lot of creative fields. People want (for the most part) what we create, but simultaneously don't see the monetary value in it.
Great stuff Kaya! New sub! As a new content creator (after wanting to do it for years 🤔) this gives me a road map to follow my passion and not just the for the money. I always remember what my dad taught me when teaching me how to fly airplanes. He said pursue it for the enjoyment and passion. The money will come later, depending on your dream, but if you chase only after the money then it will become a job and you will lose the passion and enjoyment of it. That was hard for me at first because I am very competitive and always want to do the best. But I have come to realize that the journey is often much better than reaching the goal. Now I enjoy being able to teach others and watching them learn, especially the grandkids. I really enjoy your editing style! Clean and organized. Be blessed!
You broke this down well 👏🏾
Thank you!! I'm so glad it came out logically because this was a pretty impromptu rant. 😂
Authenticity, the truth, class, will always outlive the noise. However, any smart person should plan heavily for the future as the landscape of the career changes cos just like most nontraditional careers, the future has some uncertainties.
yess to this!! 🙏🏽
@@CreatingwithKaya thanks 😊
This is a great breakdown. I read ‘Fanocracy’ several years ago and honestly prefer that type of Creator Economy. I believe it’s still possible to stand out in that way.
Oh I'll add that to my reading list!
You sure did your research, very well said.
Thank you!! Honestly little research, just reflecting on what I've noticed andn experienced. 😅 Thank you for watching!
New sub! This was so well done and you have such an ease to your articulation, I'm so glad this came on my recommended! As someone who got in [and out] of the influencer industry (specifically the travel niche) in 2013 and left in 2019, I can say I'm grateful for what it taught me about grinding, negotiations, pitching, and more. I think the influencers who are synonymous with educators (like you) will have the most sustainable path moving forward because education will never go out of style, and a lot of times, educating is just influencing in an ethical and nuanced way.
Ah welcome!! And thank you for this comment--I think you are right in that the educational side of things is much more balanced, people are always searching for answers to their questions, and there needs to be people to fill the void. I love what you say about what you've learned--because I feel the same, I've always said if I have to get out of this for whatever reason, I have picked up AN INCREDIBLE amount of skills paired with what I had in the traditional work force.
Thanks for taking the time to do this video. It was well done and hit all the key areas related to the issues. I will say that I suspect one of the key things that is changing is the push to focus more on authenitc influencers - people who really mean what they say and who the audience can trust and relate to. The fact that your video was as long as it was, as in depth as it was, and not overly sensationalized seems to portray that very thing...so at least for me your authenticity seems to come through and I appreciate that! Have a great day!
Thank *you* for taking the time to watch and comment! Really appreciate your kind words, and I do agreee with the push towards authenticity!
This video is chef's kiss. Like you mentioned, almost everyone is some type of influencer at this point and people are over the flaunting and promos left and right. I do see a lot of people falling away from being an influencer who aren't aware of the actual hard work it takes to create an authentic brand and build out a loyal audience. Some people are accidentally stepping into it because they went viral but it takes a lot to keep up that momentum. Thank you for sharing your perspective on the matter. New subscriber!
This is all so so true--I think the virality aspect really messes with people's perception of influencing on both sides. Everyone things that virality = money and success, so consumers dismiss those creators as rich, and those who go viral have no idea how to turn it into money or anything sustainable. Actually have a video on the topic if you're interested: kzhead.info/sun/i6uldrONaGtoZH0/bejne.html
This resonates with me. I don't want to waste my time, so I'm going to watch out for quality content. If the information is not valuable to me, I'm not going to watch
Thisss! I think there's also a lot on us as the consumer, if we don't see the value we need to move on--don't engage and say how much you don't like it, and fight people in the comments, that just boosts the person's reach. 😅
I loved this. Subbed.
appreciate you! Hope you enjoy my corner of KZhead!
Omg lady. I have to watch this 5 more times to digest it!! 😂😂😂 as always such valuable insight! ❤
Hahaha I'm glad I didn't stick with the 2.5 hour version--it would have been EXTRA hard to digest. 😂 Appreciate you always!!
I think you make great points. The sustainability factor is so important if a creator wants long-term results. We're huge fans of the idea that you should craft content and products around serving your audience. "Is this product/service/tip going to actually serve my people?" Thanks for sharing!
Thank you for your comment!! Yesss we really do have to think about what is sustainable!
I’m surprised you don’t have more subscribers. This video is really good!
Thank you so much! I really appreciate it!
I was just thinking about all of this! I do understand the work and getting to a level of all the luxuries and free stuff but any of the influencers I follow nowadays just post all their free stuff or selling with a code and for me personally I'm over seeing that.
This is SO real--and something I struggle with on my own IG... I'll go ages without sharing any of my PR because I get weird about how unrelatable it is--then it piles up and I feel guilty for not posting about it (because that's obviously why the brands sent it)... and then I do a rushed job of a bunch of unboxings on my stories... but they're all back-to-back like a haul... so now it feels EVEN MORE unrelatable than if I had just spread it out. 🫠 Of course beyond grateful to receive things, but it's just all so **weird**.
Two things are true for unboxings though, they are so fun, and yes they are also not a regular life. So I personally think they should be spread out. Unbox two a day, maybe two different sorts of products. If done well, the influencer ALSO Stories a bit of their life. Maybe a bit of life that's funny. Ooo ooo you could unbox in Lives!!? Have a set time! If we make it, we do, if not, we missed seeing the stuff! A thought 😏
I totally understand the reasoning behind niche-ing down but I just can’t do it, lol. Putting myself in a box and limiting the content I can make is my number 1 fear.
Haha I hear you--we are all such multi-passionate people! I think there are ways to infuse bits of yourself into your content without having to do a deep dive on a huge variety of topics though. But the niching conundrum is honestly why I made this WHOLE OTHER ONLINE PRESENCE separate from my main one.. I wanted to do deep dives into content creator tips... and that just wouldn't make sense on a hair/beauty/lifestyle page. 😅
@@CreatingwithKayathanks for this!
Hey Kaya, I really appreciate your take on this! As you know, I've taken a semi-hiatus to just get back to my roots and figure out what it is I want to put out into the world. It's a bit daunting at times, but I see the value in it, and after watching this, I definitely think this return to our core fundamentals aligns with what a lot of you're saying and ALSO what' the world's craving from the content it consumes. After watching so many unsatisfying shows on TV and seeing so much sameness all over the internet, I'm hoping that this approach will help others rediscover things inside of themselves and regain some agency in their lives 😊 But time will tell! Keep up the great work!
Thank you always, Casey!! I'm honestly so inspired by the work you've been doing while being on this semi-hiatus, because it's EXACTLY what the world needs--and you're a constant reminder to be to return to the fundamentals of story and the value of sharing our unique experiences. Excited for more value to be put out into the world!
a very good video Kaya!
thank you!!
I think part of it too is brands controlling how the influencer makes the ad? I follow a lot of artist/gaming based creators, and many of them admit that they no longer have a say in how they review a product. It always has to be putting the product in a good light, no matter what is it/if they don't agree with it, or the creator doesn't get the deal. This is stuff like mobile game ads, or products that relate to the content they make. One KZheadr I watch did this really good ad of where she actually turned down a brand deal and went and bought the product herself so that she could give as honest of a review as possible without the brand cutting in. The creator is Swell Entertainment, btw and it was a brand deal for some type of vape based company. I don't do vaping, but I watched it anyways and she was very open about her experiences and views on the product.
Oh I love watching Swell Entertainment--and this topic is actually right on par with my next video that I'm patiently waiting to upload as we speak. Hopefully an hour to go. 😂 I definitely do think restrictive briefs are at play too--though I've never been asked to lie, they naturally do want you talk about all the good features a product has. That being said.. I do think it's on us to push back and not take said deals if we don't agree with the claims. AND also not position the ad as a "REVIEW" if we are only reiterating talking points.
Interesting!!! Thanks for sharing 🎉
Glad you thought so! Thanks for watching!
Thanks, Kaya. Insightful presentation...
Thank you!
Excellent video!
Glad you liked it!
Your take on social media not being social anymore - and more about content than being social - is super interesting. I'd like to learn more. Where can I start?
Ooh great question--it's something I feel like I've just absorbed and noticed over the past few years, so I don't have a specific resource. But some topics to explore could be how social media initially gained traction and popularity as a means to connect with people over shared *something*, whether that's shared interests, relationships, schools, etc... But as algorithms have shifted to more so prioritize keeping us on the platform, to show us more ads, they have become fine tuned to serving us "content" for us to consume. People complain about the platforms no longer showing them family and friends.... but so many people still are here using them because on some level they are enjoying the consumption of content. I would also watch "The Social Dilemma" on Netflix if you haven't seen it yet!
Amazing video and information. Thank you for inspiring me to continue creating. I have just started my journey and will continue to put Quality at the top. Cheers.
Thank you for watching--I'm so glad it resonated and best of luck on your journey! Hope my corner of the internet has some helpful videos for you to succeed!
I recently started creating content at the nice ripe age of 58. I am an Interior Decorator for over 20yrs and started my channel for fun and saw the channel as another medium to showcase my skills. I sometimes feel like I am in a strange planet as all the glitz and glam and showy showy is so overdone. Your video was so well done I had to subscribe. Your talking points also gave a lot to think about as a new creator. Well done❤❤❤❤
My issue with most influencers now, is lack of creativity. Most of them just do the same ad and it’s worse when they don’t even use that product. People can see most of them are not genuine.
Hi..new follower...agree with your take on all....as a creator and also a person who use to enjoy watching content..now everything feels like a sales pitch...
Welcome to my corner of the internet, and thank you!! Phew it really is so so salesy... and again, I've fallen into that trap or cycle, but it's not sustainable and it's so alienating of our audience!
They don’t deserve that 10 cents.. NEXT!
Great show
Thanks for doing what turned out to be a nuanced deep dive on influencing. Interesting video. For me personally authenticity and added value (for example genuine and well thought out opinions) are what encourages me to subscribe to and keep watching a channel.
I really appreciate that thank you! My goal is to always try my best to explore as much nuance as possible-though it seems there’s never enough time or space, unless I did a 5 hour dive. 😂 And I’m very similar, if I’m not getting that deeper feeling from a channel I usually don’t stick around.
Well said... from A to Z
Thank you! 🙏🏽🥹
Great video 🥰
Thank you!!
Being a toy collector, I cannot stand all the toy channels where they hype up every new release. Every new action figure is the greatest thing since sliced bread. These "influencers" are overly positive & enthusiastic over every single thing & never say anything bad or negative. They act as though they are employees of the toy company even though they are not. They are annoying as hell. They do it in hopes that the toy company will send them free goodies. A lot of the big guys get free stuff from Mattel & Hasbro. Which sucks for the rest of us because we have to pay the over-inflated retail prices.
Pheww this is so real. The overly positive/enthusiastic stuff is draining but people keep doing it so it's working for them? I would LOVE to see a return to nuance and critical thinking in reviews. It used to be so normal to give a balanced review on things--heck I think it was EXPECTED at one point...
Learn now, your job stability depends on how well you reposition yourself to move with the demand of the market. What was once lucrative becomes struggle bus coins , usually within 5 years. Research your industry so you aren’t surprised when the market decides that the value of your skill has declined. Keep going. The takeaway seems simple, “build your skill set, you may not be able to sustain with sole income as an influencer” Also, remember , the top 10% of the industry’s talent gets the good coin. Focus on the 10% talent pool of your industry that gets paid. Everybody else just gets what the 10% doesn’t want
Also agree with the influencer situation. I think both sides (influencers and brands) are waking up to this and trying to find the new direction that can work. The new direction might actually be (finally) instead of more more more, actually thoughtfulness and care. Many are rejoicing in the influencers bubble bursting, because all that goes up, must come down and it just feels fair. But I see it as the market doing its timely adjustment. Times are a changing and so must we... I love how you talk about this. So honest and clear but soft. I am tired of all the juiced up, fancy, gimicky, over produced videos about marketing. I am too old and tired to get pumped up anymore hahahaha. I like be gently led by the hand and your voice is super calming and your content really helpful. Well done!
I really agree, times are just changing and I-too think it could be the chance for an adjustment for 'good'. But I think everyone needs to have a level of self-awareness (both influencers and brands) in order for it to go that way. Also I really appreciate this comment--It's so funny, for the longest time I avoided doing KZhead because I thought people would think my way of speaking was too boring and not 'KZheady' enough.
Influencers are forcing a way into “celebrity” that they didn’t even realize was a whole other realm! They are not celebrities and often times we the GP treat them as such and they are just regular people with tons of online engagement and don’t know how to operate in this celebrity-like notoriety and realm.
Oooh so so true-with the nature of the internet someone can become globally known and treated as a celebrity literally overnight-heck even over the course of a couple hours. Of course they don’t know how to move in that space.
I love this, so many easter eggs to munch on! You are great! ♡♡♡ And the last 10min too!! You are too generous with your knowledge. Ok so I hope this is helpful, here I go: Now this vid I will definitely save and watch again. Must also say, it'll be hard to go back and track what info I want to reference later. My thoughts on this; stil-shots of a recognizable colour background, with titles, maybe hold on that for 3 seconds. You could continue your voice background of course. Then when I need the juice I loved, I can find it, and share with ease. My memory is not what it used to be my friend 😅💞
Oh this is great insight--I've noticed even in my own rewatches of other people's content I scrub through looking for title cards!
Ok I am going to weigh in from the perspective of an interior designer who watched what Instagram did to our industry. The thought was that the “Instagram designer” was competing with us, 15 years later they actually increased our business by showing our work in an accessible way. It also removed the barrier to entry, when I started self taught was frown upon, now it is common ( and rightly so!!! ) The rising tide raised all ships, however, there was and still is a ton of “Amazon hauls” that are pure consumerism that are damaging to the expectations of clients. The real downside I am seeing now is hustle culture/ scale trap / “charge what you are worth” . Scaling almost killed me, hustle culture almost ruined my family, and no matter how much you think you are worth the reality is time, experience and talent is what pays. The harsh reality for the instagram designer is the work is all real and has to be done, the stripes have to be earned. All this to say, did “become an influencer and make $20/month” damage influencing??? In the same way it created unrealistic expectations when everyone became instagram designers?? All this to say I don’t think influencing is dead, what I saw as a designer was the cream rise to the top, and the pool of “buyers” increase. Sadly I think the ones who thought the work was easy, or that they could “do it in their spare time” surprised that that was not really the case, when trying to reach a high level outcome. Did any of the above make sense?? 😂
You lost me half way
@@victoriaveeart lol! I think I lost me too!! I think what I was trying to say is when our industry got through the shake up it was better in the end, I think influencing is going through this shake up now
I totally get you--and see the parallels: *The rising tide did lift up all 'influencers'* in the sense that brands really began to respect the space, and pay higher rates overall, and as it became more normalized and understood, and I think more brands began doing influencer marketing. *The consumerism and hauls and shallow content* has also been damaging a lot of expectations of clients (brands) as well as the experience of our audience. *the scale trap* IS SO SO REAL. I think it's also leading a lot of creators to burnout, and why we saw the wave of 'i'm quitting' videos circulating on KZhead. And also the way it's been positioned asa 'get-rich-quick' scheme over an actual job has made SO MANY PEOPLE want to try and do it. I do think the next wave of this is going to be like a 'great filtration' haha. The aspiring creators who only wanted to do it for money and fame will be weeded out.
Im happy that you created this self-aware piece of content. It's the first video I have been exposed to from you and I think you represent what a quality creator is. The filtration will cull the field but sadly i think it's the mediocre that will come out on top.
I really appreciate this thank you--and that's a very real insight. The optimist in me has definitely been hoping the 'best' will rise... BUT now you've got me questioning that. 😅
@@CreatingwithKaya I'm going to continue to be optimistic that quality people like yourself will stay committed. As long as there's quality to compare it to the mediocre has to improve.
Influencer manager/social media manager with 10+ years in the game. You hit everything ON THE NAIL. 👏 Bravo.
THANK YOU!! I appreciate this co-sign!! Makes me feel like I'm not crazy 😂 🙏🏽
This was very thorough & insightful! 🙌🏽 Honestly, I also think there’s a bit of human nature involved too; sometimes people just don’t want anyone to get too “far up” or “big headed” from their perspective so it’s almost second nature to tear something down that they feel has gone too far up.
OOh yess, tall poppy syndrome!! The higher up or more sucessful you're perceived to be, the more eager people seem to want to cut you down. An interesting thing to this too is the flip you see a lot of people making in themselves--being really quick to cut down others, but when they reach that success they as for grace and understanding for themselves when they weren't keen to give it to others. All to what you say---definitely all part of human nature I think.
Hi, not a content creator nor someone who wants to be (there is some privilege there that I will own), but I appreciate your perspective on this topic. Thank you!
I appreciate that!! Thank you!