How creators and influencers differentiate themselves
+your digital strategy 101 and the cultural moments | news that caught our attention this week
quick summary ⚡️
Breaking down the differences between influencers and creators
The business of AI boyfriends, gorillas and screen time and more in the cultural moments and news that caught our attention this week
Why you need a digital strategy
the widening gap between influencers and creators
Historically, the terms “influencer” and “creator” have largely been used interchangeably. However, more and more users are speaking out about the differences between the terms.
“While creators draw Gen-Z viewers to TikTok and Instagram with entertaining content, it’s often influencers who complete the sale, convincing their followers to actually buy products.” -Diana Pearl, The Business of Fashion
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“Someone may make videos that attract a lot of views on TikTok, but doesn’t mean they actually have sway over an audience, or the ability to impact their purchasing decisions. As brands get more selective about how they allocate their marketing budgets, a demonstrated ability to drive sales can mean the difference between making a living on social media, and posting as a hobby.” -Diana Pearl, The Business of Fashion
“The burgeoning divide between influencers and creators is the latest sign that social media’s anything-goes reputation, where seemingly anyone can build an audience and strike lucrative brand deals, is fading.” -Diana Pearl, The Business of Fashion
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more from Business of Fashion here
💎cultural gems💎
The cultural moments and news that caught our attention this week:
WILL A.I. KILL MEANINGLESS JOBS?, ny times
“It’s demoralizing to realize that your job can be replaced by technology. It can bring the pointlessness into sharp relief. And it can also nudge people to ask what they want out of work and seek out new, more exhilarating pursuits.”
AN INFLUENCER IS RUNNING FOR SENATE. IS SHE JUST THE FIRST OF MANY?, vox
Mountaineer and climate activist, Caroline Gleich, has over 223k followers on Instagram. She’s also running for Senate in Utah.
THE AI BOYFRIEND BUSINESS IS BOOMING, axios
“A growing number of women are seeking connection and comfort in relationships with chatbots — and finding their approximation of empathy more dependable than many human partners' support.”
ZOO’S NEW DILEMMA: GORILLAS AND SCREEN TIME, wsj
Even apes are struggling with screen time.
what is digital strategy anyway?
No, it’s not a dumb question.
Every business -- every PERSON -- in today’s world has a digital footprint. Unless you’re a spy in which case this probably not for you. But everyone else, come on along.
Think about it. You have an email address. You probably have at least one social media account. Now, think about your business. It probably has a website, maybe a newsletter, and a social account. You probably also have goals. Maybe it’s to increase sales or awareness of your product or services. Maybe you want to save the world with your product. Maybe you’d like to do both at the same time.
Your digital strategy pulls everything together and makes everything work in support of your goals.
The best part of digital strategy is once you have it set, you can always tweak and refine it. If you’re data geeks like we are, finding what is resonating with your audience and what could use work is like a constant quest to get better and better. And the better you get at it, the more likely you are to crush your goals.
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