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 👀 ➡ruclips.net/video/8i0LJaIbQG0/видео.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.
@@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
for me it's mostly the fact that advertisements are OBVIOUS LIES. Advertisement is made to deceive and sell you stuff you don't need. The value of an influencer to advertisers is the money in the pocket of their audience. It's about selling the lie that the audience WANTS to belive in, that brings some pseudo meaning or sense of control into their lives. think of the health products like AG1 or something. Even if that influencer likes the stuff it must EITHER taste bad and be healthy OR be full or artificial sweetener and therefore as much poison ans bs as it has vitamins. Lifestyle producs are made for the sake of revenue, not one's wellbeing.
@@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! 😂
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.
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.
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..
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!
@@DemureDarlingstrue, 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😊
Only two of the three insults that she showed in the video posted to her are insults in my opinion. One is what it is, and needs to be accepted, nothing wrong with that. But the other two were horrible...
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
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.
Exactly and to not address the fact that ftc required hashtags are literally suppressed by apps because they want a cut too is crazy. Brands want influencers to be sales people instead of marketing people and it’s annoying now.
I must say you're wrong. It is simply that influencers are no longer the most profitable way to get people to buy so brands are less willing to pay them.
@@ladylush7931 yes, less profitable bc people don't have the money for impulse purchases. It's not like social media isn't popular anymore. People are still watching, they just can't afford as much
@@Soundsliketara That's not true, people are still spending on impulse buys. There is such a thing as banner blindness, people get tired of being inundated with the same/similar ads over and over so they become less effective. Influencers are all doing the same thing.
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.
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!
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.
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
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 RUclips 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 🪖
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.
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!
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.
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 RUclips 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!
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
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
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.
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. 👀
True, it used to be like this in the influencer marketing space with instant sales but isn't anymore. I think brands have pulled back because brand awareness is difficult to measure but it is easy to see where your budget is going when you have to cut back and choose to stop spending in certain areas that don't directly produce an ROI.
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 RUclipsr, you have to be MUCH more careful about balancing selling *within* your content.
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 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
Either way understanding this does not change the aim of the brand. From the brands point of view, if you don't sell you don't get paid, hence why they have stopped paying.
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.
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. 💜
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.
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.
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 RUclipsr 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.
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’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. 🙏🏽
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 🙏🏽
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!
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. ruclips.net/video/5zUndMfMInc/видео.html
Thank you so much for this! I am smallish--20k on Tiktok and have JUST started getting brand deals, but I don't know what is fair, and I worry about being exploited. I found your take on explaining these issues even-handed, research driven (I was a professor for many years teaching research about influencer marketing, ironically), and I just wanted you to know your content was really helpful to me and reminds me of the ethical way I try to cover issues, as well, seeing all sides, and presenting it in a non sensational way
I so so appreciate you and this comment! It's a space that I wish had a lot more balanced conversations around it. Congrats on landing brand deals, and hoping all continues to scale for you!
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
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!
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 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!
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.
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.
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.
There are too many influencers who are NOT influencers. People are labeling themselves as influencers because they have a few followers or went viral, if you could even call it that, once or twice but know nothing about the business behind content creation and working with brands so they accept low ball offers deliver extremely bad content and are destroying the validity of the industry. Brands make crappy offers because there are creators out there accepting that. Because people are digging for any form on content they will post things that are even detrimental not to just themselves but their peers by calling out influencers for being unrelatable or "fake" for likes and views just to turn around and have "Influencer" in their bio. It's time to separate the real from the fake and re-establish the status quo
PHEWWW A WORD. That's a whole aspect I want to dive into more--it's frustrating to be offered all these lowball deals but the reality SOMEONE out there is taking them, or even doing all that work for FREE, affecting the entire industry. And like you say, there's no business-sense to any of those moves and people don't realize how short-sighted it is. That's a huge reason why I started this channel to try to educate people on the actual business that goes into it--but ironically all the super practical stuff about contract negotiating and about approaching brand deals as true partnerships etc don't perform.
I trust someone who's bought the product with their own money and isn't paid to review it because they will tell the truth as they see and you don't have to watch many of these people reviews to find out whether the product is worth buying or not influencers will only ever show the good side of any product and rarely any pitfalls
This is often the case but I’ve definitely seen people buy something with their own money for the purpose of getting in with the brand and maybe one day getting a deal-so it’s still tough, but like you say if they don’t highlight ANY pitfalls… it’s likely it’s not a true review because nothing is perfect 😂
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: ruclips.net/video/XGlFOU1921E/видео.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. 😅
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!
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?? 😂
@@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 RUclips. 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.
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 😏
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.
I agree with what you said about brands expecting conversions over awareness now, I think this is because times were so good back in the day when influencers would give one recommendation and the brand would experience a spike in sales, I do think that now, brands see it as a downgrade to pay influencers for just promotion that they can probably achieve themselves but showing up in front of the right audience and showing ugc ads to them. Also with ads they can measure their exact return on investment and usually cut the ones that don't generate income very quickly. It is well understood that more touch points do not always lead to more sales on social media, so brands want the results upfront before investing too much with little return.
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❤❤❤❤
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.
I hear you--but I think it's tricky because all of the internet has been founded on advertising space. Google--websites---blogs--etc. I think people talk a lot about the good old days of things, but the reality is that for anything to survive they need money, and so these platforms eventually need to either charge the users or sell ads--and they need people to constantly put out content that keeps people on it, even if the content isn't fulfilling but just addicting... BUT while I think ads are necessary for this ecosystem... I DON'T think everyone (specifically talking about the social media platforms here) should be trying to just make more and more money for the sake of making more and more money. 🫠 That's when we get ONLY ads as it seems like we have now.
The rise of irresponsible sponsorships was a big start. How many finance related “influencers” pitched products that wound up being outright scams? Many in the influencer communities always seem to be younger and there is a giant rash of “woe is me you don’t understand how hard being an influencer is” videos going out. And I’m all for admitting it isn’t a career that’s all sunshine and rainbows. But many times it is poor money management, time management, or just the regular burnout that every single person who works a job has that these people are experiencing. It isn’t unique to the influencers. Burnout just happens to everyone. I also think just like in every other career success tends to create an ego and many online personalities start to believe they are better than their audience after success happens. It is a weird and full of potential career field for so many. And I’d love to see it thrive because I believe people were put on earth to explore their passions and be creative. But there’s a reality check that seems to be missing because of how young and inexperienced the vast majority in the field are.
OOh I absolutely agree with this!! If you're interested, I actually tried to explore the nuance of this 'is influencing hard/influencers are young and haven't had job experience' conversation a bit in this video➡ ruclips.net/video/d3qTZDWQddk/видео.html
@@CreatingwithKaya thank you for sharing that. Your channel was randomly suggested to me today and I have to say you’re a bright young person. I have a near adult child interested in content creation as a career and it looks like your channel would be a great place for them to get some real, honest takes on it. Good luck with your career and channel!
I really appreciate that! I truly hope I can be a resource to others--ESPECIALLY those who are younger and might be looking at this career all bright-eyed and bushy tailed. 😂
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 RUclips because I thought people would think my way of speaking was too boring and not 'RUclipsy' enough.
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!
You hit the nail on the head with the negative state of the world undoubtedly influencing humanity's' views of content - as a collective we're entering a new era of empathy, authenticity, and integrity. I think the current state of the world is really peeling back the curtain on what's authentic in content - and advertising (brands are feeling this pressure too). It's like a wake-up call - people are fed up with the fake stuff, especially when the world is so chaotic and there is so much suffering. In this chaos, there's a real opportunity for us content creators to step up with genuine, empathetic content that resonates with what's happening. But we've got to be careful with AI in the coming decade; it can mess with that authenticity if we're not vigilant about staying true and transparent - and emphasizing the unique areas of value that humans uniquely provide over AI so we can collaborate with it successfully.
This is really interesting - as someone who is a content creator but not influencer, but has flirted with reviewing gear, I'm actually getting pushback now the opposite direction from when I started....in a way it's good, but at the start I was being pushed by the algorithm and the audience into a gear review niche. I noped out cos I realised it was a bit of a trap, and not what I wanted to do. Now if I do a gear review video I get people saying these same things...about product placement, about shady stuff. And I totally agree...part of the reason I got out of the review space, even though it slowed growth on my channel was the fact I saw people lying or being not transparent about their deals. And that is what is killing that, I think. People don't trust them - had a few big cases in the Hiking niche where people partnered with very out of character brands or wasn't honest and ooh boy, it hit the fan. So there is definite pushback. Totally agree with the HQ content thing, I think it's less Mr Beast and more what Tom Scott or vloggers used to do, documentaries, information, entertainment, different things...not neceesasrily selling something or just about the spectacle. You're very right there has to be a why, a personal connection.
Watching people react to the reactions of the reactions of the reactions to videos by multiple other parties gets very old. HOWEVER, there are some folks JUST getting into influencing doing this like it's brand spankin' new or something.
To add to your point about the algorithm, I think this is partly behind the phenomenon of "rage-bait content", where people intentionally create and post content that enrages the audience, because it generates clicks and comments (and, therefore, engagement, which the the algorithm sees as a positive, regardless if the majority of the audience hates the content). This type of content has become prolific, and adds to the negative perception that the audience has of content creators.
Phewwwww this is so true. I also don't know how people have like the ability to deal with the rage they are baiting. Like for what--views? engagement? At the sacrifice of your mental health?!
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!
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. 😅
Reality TV has hit the Social Media pages along with Comedy. The days of the perfect influencer are over and the algorithms know it . We want to see raw and uncut , drama , action etc.
dear @kaya love your thinking. Even as a disabled person, I notice many use Instagram primarily to raise awareness about disability. While this is valuable, it's also crucial to channel such awareness into building sustainable, impactful projects that go beyond social media.
This is so insightful and I so agree! I think that's a WHOLE very important rabbit hole because there is a LOT of great awareness and activism happening on social media... but... a lot is also performative and starts and ends with posting and resharing. So much yet to be done in the REAL WORLD.
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.
I've been hearing that a lot too--I wonder if there's a correlation with the number of people I'm seeing talk on TikTok and Threads about 'abandoning socials' and investing back into long form like RUclips. More people creating here means fewer views to go around?
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!
TikTok shop has turned everyone into an influencer in the UK and the majority of products they are pushing are rubbish. It’s maybe not as bad in the US yet but it’s coming. I don’t go on Tiktok anymore I’m sick of it.
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...
So true that the expectation that people create sales immediately is causing an increase in disingenuous influencers (getting the deals), and then fueling the anti-influencer fires. And the point about Instagram comments being trash; it's the old RUclips comments section. 🤣
Yessss it just feels like a whole circle of chaos. 🫣 Hahah I was going to say that too--like RUclips comments used to be the epitome of bad behaviour, but it's now leaked to every corner of the internet.
I would argue that influencer marketing has never been about awareness. In my experience on both sides of it was seen less of an alternative to billboards and TV ads (which have their own ROAS formulas), and more as an extension of affiliate marketing. Influencers were always seen as “salespeople”. A notable pioneer in the influencer marketing trend was Gymshark. They literally flew RUclipsrs (before they were even called that) to a bodybuilding convention to sell products. What changed was that influencers wanted to have the cake and eat it to. Meaning, they wanted the money from brands they have no respect for who sell products they wouldn’t use, yet still maintain credibility with their audience. So instead of “influencing” they offered ad spots. When you do that the ROAS is much easier to calculate and as an influencer you’re now competing with ad platforms.
ooh that is completely fair--though I do think there are still a lot of brands that have still been focused on awareness, I try to make it a habit of asking brands their goals so we can come up with something that is more likely to meet them, and that's what I used to hear quite a lot of. But you really did nail it on creators now filling 'ad spots' and whether intentionally or not, that ad spot tends to be the first and only time the audience hears them talk about the product so even if it *is* something they like it feels really out of left field. I've caught myself doing that a lot.
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 👀 ➡ruclips.net/video/8i0LJaIbQG0/видео.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.
@@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
for me it's mostly the fact that advertisements are OBVIOUS LIES. Advertisement is made to deceive and sell you stuff you don't need. The value of an influencer to advertisers is the money in the pocket of their audience. It's about selling the lie that the audience WANTS to belive in, that brings some pseudo meaning or sense of control into their lives.
think of the health products like AG1 or something. Even if that influencer likes the stuff it must EITHER taste bad and be healthy OR be full or artificial sweetener and therefore as much poison ans bs as it has vitamins. Lifestyle producs are made for the sake of revenue, not one's wellbeing.
Loved the image of the lady at the beginning of the video on the couch in socks!
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!
@@DemureDarlingstrue, 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😊
Only two of the three insults that she showed in the video posted to her are insults in my opinion. One is what it is, and needs to be accepted, nothing wrong with that. But the other two were horrible...
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
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.
Exactly and to not address the fact that ftc required hashtags are literally suppressed by apps because they want a cut too is crazy. Brands want influencers to be sales people instead of marketing people and it’s annoying now.
I must say you're wrong. It is simply that influencers are no longer the most profitable way to get people to buy so brands are less willing to pay them.
@@ladylush7931 yes, less profitable bc people don't have the money for impulse purchases. It's not like social media isn't popular anymore. People are still watching, they just can't afford as much
@@Soundsliketara That's not true, people are still spending on impulse buys. There is such a thing as banner blindness, people get tired of being inundated with the same/similar ads over and over so they become less effective. Influencers are all doing the same thing.
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
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
It's true, the micro influencer is king atm
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!
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 RUclips 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 🪖
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.
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.
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’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 RUclips 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!
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 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
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.
This is one of the most insightful comments I've read on this entire video's comment thread.
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. 👀
True, it used to be like this in the influencer marketing space with instant sales but isn't anymore.
I think brands have pulled back because brand awareness is difficult to measure but it is easy to see where your budget is going when you have to cut back and choose to stop spending in certain areas that don't directly produce an ROI.
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 RUclipsr, 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
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 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!!
Either way understanding this does not change the aim of the brand. From the brands point of view, if you don't sell you don't get paid, hence why they have stopped paying.
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.
@@CreatingwithKaya Right… creating to perform in front of an arena of 20k people has more “value” then a virtual audience of 1M… supposedly
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.
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. 👀
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.
YOU ARE PREACHING TO THE CHOIR! This unfortunately resonated TOO hard.
ahaha I'm so sorry 😂😭🙏🏽
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.
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 RUclipsr 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.
"What value are you here to bring?" 💞💞💞
A hard one to think about and remember--but it's an important one
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!
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’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. 🙏🏽
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!!
Watching an influencer is like reading reviews in Amazon
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 ❤️
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
Who would u say are some of the quality ones? In your opinion?
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!
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. ruclips.net/video/5zUndMfMInc/видео.html
Oh thank you for sharing!! Watching now, so insightful!
Thank you so much for this! I am smallish--20k on Tiktok and have JUST started getting brand deals, but I don't know what is fair, and I worry about being exploited. I found your take on explaining these issues even-handed, research driven (I was a professor for many years teaching research about influencer marketing, ironically), and I just wanted you to know your content was really helpful to me and reminds me of the ethical way I try to cover issues, as well, seeing all sides, and presenting it in a non sensational way
you are REALLY REALLY REALLY smart...in a humanities education way.
I so so appreciate you and this comment! It's a space that I wish had a lot more balanced conversations around it. Congrats on landing brand deals, and hoping all continues to scale for you!
So to sum it up: All GOOD (popular) things come to an end!
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
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!
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 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!
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.
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.
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..
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.
There are too many influencers who are NOT influencers. People are labeling themselves as influencers because they have a few followers or went viral, if you could even call it that, once or twice but know nothing about the business behind content creation and working with brands so they accept low ball offers deliver extremely bad content and are destroying the validity of the industry. Brands make crappy offers because there are creators out there accepting that. Because people are digging for any form on content they will post things that are even detrimental not to just themselves but their peers by calling out influencers for being unrelatable or "fake" for likes and views just to turn around and have "Influencer" in their bio. It's time to separate the real from the fake and re-establish the status quo
PHEWWW A WORD. That's a whole aspect I want to dive into more--it's frustrating to be offered all these lowball deals but the reality SOMEONE out there is taking them, or even doing all that work for FREE, affecting the entire industry. And like you say, there's no business-sense to any of those moves and people don't realize how short-sighted it is. That's a huge reason why I started this channel to try to educate people on the actual business that goes into it--but ironically all the super practical stuff about contract negotiating and about approaching brand deals as true partnerships etc don't perform.
I trust someone who's bought the product with their own money and isn't paid to review it because they will tell the truth as they see and you don't have to watch many of these people reviews to find out whether the product is worth buying or not influencers will only ever show the good side of any product and rarely any pitfalls
This is often the case but I’ve definitely seen people buy something with their own money for the purpose of getting in with the brand and maybe one day getting a deal-so it’s still tough, but like you say if they don’t highlight ANY pitfalls… it’s likely it’s not a true review because nothing is perfect 😂
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: ruclips.net/video/XGlFOU1921E/видео.html
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.
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 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. 😅
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!
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 RUclips. 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.
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 😏
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!
I agree with what you said about brands expecting conversions over awareness now, I think this is because times were so good back in the day when influencers would give one recommendation and the brand would experience a spike in sales, I do think that now, brands see it as a downgrade to pay influencers for just promotion that they can probably achieve themselves but showing up in front of the right audience and showing ugc ads to them.
Also with ads they can measure their exact return on investment and usually cut the ones that don't generate income very quickly. It is well understood that more touch points do not always lead to more sales on social media, so brands want the results upfront before investing too much with little return.
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❤❤❤❤
I’m surprised you don’t have more subscribers. This video is really good!
Thank you so much! I really appreciate it!
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 😊
You broke this down well 👏🏾
Thank you!! I'm so glad it came out logically because this was a pretty impromptu rant. 😂
Hey Kaya! This is really good! Haven’t watched it all yet but I’m thoroughly enjoying this video 🫶🏽
Really appreciate--glad it resonated!!
social media became whack because now its an advertising space..
I hear you--but I think it's tricky because all of the internet has been founded on advertising space. Google--websites---blogs--etc. I think people talk a lot about the good old days of things, but the reality is that for anything to survive they need money, and so these platforms eventually need to either charge the users or sell ads--and they need people to constantly put out content that keeps people on it, even if the content isn't fulfilling but just addicting...
BUT while I think ads are necessary for this ecosystem... I DON'T think everyone (specifically talking about the social media platforms here) should be trying to just make more and more money for the sake of making more and more money. 🫠 That's when we get ONLY ads as it seems like we have now.
Thanks for the clarity!!!
My pleasure! ☺️
Love this perspective. So well said ❤
I’m so glad!! It was really weighing on me, just had to get it out 😂
The rise of irresponsible sponsorships was a big start. How many finance related “influencers” pitched products that wound up being outright scams?
Many in the influencer communities always seem to be younger and there is a giant rash of “woe is me you don’t understand how hard being an influencer is” videos going out. And I’m all for admitting it isn’t a career that’s all sunshine and rainbows. But many times it is poor money management, time management, or just the regular burnout that every single person who works a job has that these people are experiencing. It isn’t unique to the influencers. Burnout just happens to everyone.
I also think just like in every other career success tends to create an ego and many online personalities start to believe they are better than their audience after success happens.
It is a weird and full of potential career field for so many. And I’d love to see it thrive because I believe people were put on earth to explore their passions and be creative. But there’s a reality check that seems to be missing because of how young and inexperienced the vast majority in the field are.
OOh I absolutely agree with this!!
If you're interested, I actually tried to explore the nuance of this 'is influencing hard/influencers are young and haven't had job experience' conversation a bit in this video➡ ruclips.net/video/d3qTZDWQddk/видео.html
@@CreatingwithKaya thank you for sharing that. Your channel was randomly suggested to me today and I have to say you’re a bright young person. I have a near adult child interested in content creation as a career and it looks like your channel would be a great place for them to get some real, honest takes on it.
Good luck with your career and channel!
I really appreciate that! I truly hope I can be a resource to others--ESPECIALLY those who are younger and might be looking at this career all bright-eyed and bushy tailed. 😂
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!
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 RUclips because I thought people would think my way of speaking was too boring and not 'RUclipsy' enough.
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!
You hit the nail on the head with the negative state of the world undoubtedly influencing humanity's' views of content - as a collective we're entering a new era of empathy, authenticity, and integrity. I think the current state of the world is really peeling back the curtain on what's authentic in content - and advertising (brands are feeling this pressure too). It's like a wake-up call - people are fed up with the fake stuff, especially when the world is so chaotic and there is so much suffering. In this chaos, there's a real opportunity for us content creators to step up with genuine, empathetic content that resonates with what's happening. But we've got to be careful with AI in the coming decade; it can mess with that authenticity if we're not vigilant about staying true and transparent - and emphasizing the unique areas of value that humans uniquely provide over AI so we can collaborate with it successfully.
This is really interesting - as someone who is a content creator but not influencer, but has flirted with reviewing gear, I'm actually getting pushback now the opposite direction from when I started....in a way it's good, but at the start I was being pushed by the algorithm and the audience into a gear review niche. I noped out cos I realised it was a bit of a trap, and not what I wanted to do.
Now if I do a gear review video I get people saying these same things...about product placement, about shady stuff. And I totally agree...part of the reason I got out of the review space, even though it slowed growth on my channel was the fact I saw people lying or being not transparent about their deals. And that is what is killing that, I think. People don't trust them - had a few big cases in the Hiking niche where people partnered with very out of character brands or wasn't honest and ooh boy, it hit the fan.
So there is definite pushback.
Totally agree with the HQ content thing, I think it's less Mr Beast and more what Tom Scott or vloggers used to do, documentaries, information, entertainment, different things...not neceesasrily selling something or just about the spectacle. You're very right there has to be a why, a personal connection.
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!!
Facts Kaya 👏🏽! I loved this video 🙏🏽
I'm so glad!! Thank you!! 🙏🏽
Watching people react to the reactions of the reactions of the reactions to videos by multiple other parties gets very old. HOWEVER, there are some folks JUST getting into influencing doing this like it's brand spankin' new or something.
Oh ghaaawd tell me about it.
To add to your point about the algorithm, I think this is partly behind the phenomenon of "rage-bait content", where people intentionally create and post content that enrages the audience, because it generates clicks and comments (and, therefore, engagement, which the the algorithm sees as a positive, regardless if the majority of the audience hates the content). This type of content has become prolific, and adds to the negative perception that the audience has of content creators.
Phewwwww this is so true. I also don't know how people have like the ability to deal with the rage they are baiting. Like for what--views? engagement? At the sacrifice of your mental health?!
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!
We are so tired of being sold to. It’s anti capitalism.
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!
Well said a very classy read!!..They need to put you on the board lol
😂🙏
Reality TV has hit the Social Media pages along with Comedy. The days of the perfect influencer are over and the algorithms know it . We want to see raw and uncut , drama , action etc.
dear @kaya love your thinking. Even as a disabled person, I notice many use Instagram primarily to raise awareness about disability. While this is valuable, it's also crucial to channel such awareness into building sustainable, impactful projects that go beyond social media.
This is so insightful and I so agree! I think that's a WHOLE very important rabbit hole because there is a LOT of great awareness and activism happening on social media... but... a lot is also performative and starts and ends with posting and resharing. So much yet to be done in the REAL WORLD.
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!
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!!
Great video, Kaya! ❤Super insightful. Thanks for sharing your knowledge.
Glad you enjoyed it!
Very true... many influencers are pushing products just to get paid, not because it's actually a good product. Sad.
very true 🫣
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.
I create content for real estate and I’ve noticed views are down across all niches on YT.
I've been hearing that a lot too--I wonder if there's a correlation with the number of people I'm seeing talk on TikTok and Threads about 'abandoning socials' and investing back into long form like RUclips. More people creating here means fewer views to go around?
Real Estate is tough right now too.. people can barely buy groceries ...
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!
The fake influencers bubbles are popping, genuine people who are not trying to trick people are about to finally come out on top…
Agreed--really hope this is the case!
TikTok shop has turned everyone into an influencer in the UK and the majority of products they are pushing are rubbish. It’s maybe not as bad in the US yet but it’s coming. I don’t go on Tiktok anymore I’m sick of it.
Oh I've heard it's been a NIGHTMARE! I'm in Canada so we don't have it, but my friends n the US say it's made the platform unbearable.
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...
Really enjoyed your analysis on this topic x
I really appreciate it--thank you!!
So well spoken. Thank you for the insight.
Thank you!!
So true that the expectation that people create sales immediately is causing an increase in disingenuous influencers (getting the deals), and then fueling the anti-influencer fires.
And the point about Instagram comments being trash; it's the old RUclips comments section. 🤣
Yessss it just feels like a whole circle of chaos. 🫣 Hahah I was going to say that too--like RUclips comments used to be the epitome of bad behaviour, but it's now leaked to every corner of the internet.
I would argue that influencer marketing has never been about awareness. In my experience on both sides of it was seen less of an alternative to billboards and TV ads (which have their own ROAS formulas), and more as an extension of affiliate marketing. Influencers were always seen as “salespeople”. A notable pioneer in the influencer marketing trend was Gymshark. They literally flew RUclipsrs (before they were even called that) to a bodybuilding convention to sell products.
What changed was that influencers wanted to have the cake and eat it to. Meaning, they wanted the money from brands they have no respect for who sell products they wouldn’t use, yet still maintain credibility with their audience. So instead of “influencing” they offered ad spots. When you do that the ROAS is much easier to calculate and as an influencer you’re now competing with ad platforms.
ooh that is completely fair--though I do think there are still a lot of brands that have still been focused on awareness, I try to make it a habit of asking brands their goals so we can come up with something that is more likely to meet them, and that's what I used to hear quite a lot of. But you really did nail it on creators now filling 'ad spots' and whether intentionally or not, that ad spot tends to be the first and only time the audience hears them talk about the product so even if it *is* something they like it feels really out of left field. I've caught myself doing that a lot.