This is the Evolution of Influencers

Is this the end of influencers? I think it's an evolution, a longtime in the making. 

You're going to see more "influencers" now, a term I don't like. To me it implies a Kardashian holding up a bottle of something in a post and getting paid for it. I much prefer the term "advocate" or even "storyteller." 

A brand should develop RELATIONSHIPS with its top advocates giving them access, information, and connections that are mutual. This gets the brand and the advocate in a feedback loop, that helps both. If you're merely shilling something and want a girl in a bikini to hold it on Instagram, that might get you some notice and followers, but is that going to lead to sales? 

More and more people are now sharing and telling their stories, having to connect via video and social, having to work from home, having to do schoolwork via remote learning. This stuff's all been around for years, and now we've got to use it.

Industries have largely failed to evolve to the digital revolution. Movie studios are releasing current films to stream, musicians and actors and celebrities are giving us intimate access via the internet, teachers are scrambling to get classes online, families are communicating via video and social media, employers are realizing many workers can work remotely. Even influencers are having to adapt to keep up! The Kardashians are having to go back and use OLD bikini photos!

Hopefully, we do see some evolution come out of these crazy times. Movies studios CAN offer at-home streaming options for current films, and people will pay. Celebrities and musicians can connect more with their fans, and give them more access and more connection. Schools and instructors should move more towards online courses, enhancing learning, and moving towards more effective individualized learning. Families can feel more connected than merely a weekly phone call talking about the weather and what the kids are doing. Employers could realize for the right jobs and the right employees, remote working works, increases work-life balance, and actually leads to more productive workers.

Change and evolution take time, and I hope this is the time we need to adapt to the digital revolution. It’s still evolving...are we? The internet and mobile devices changed the game. The tools are there, most of us have them, in fact, all you need is a smartphone.

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