Audiences are favoring authentic and knowledgeable content creators over follower count.
It's the "intellectual influencers," or "thought leaders," who are likely to thrive.
AdvertisementNya Étienne, who is a journalist and TikTok content creator, refers to this concept as the rise of "the intellectual influencer."
People want 'edutainment'This new breed of influencer could outlast all the rest and may soon be dominating social media feeds.
AdvertisementBack when posting on social media was novel, the audience of an aspiring content creator would grow exponentially simply because they were entertaining to watch.
Persons:
—, Nya, Katya Varbanova, Varbanova, who's, Dubuisson, Keith Lee, Kaye Putnam, Putnam, they're
Organizations:
Service, YouTube, Matter Communications
Locations:
Bazaarvoice, Boston