A splintered social media world is on the horizon — and it's paving the way for a new, more authentic breed of influencer.
"People are just trying to find authentic communities," Eric Wittman, CEO of photo-editing app VSCO, told Business Insider.
Smoothy said she sees things changing, with different "tiers" of content creators emerging from the industry's oversaturation.
New social media horizonsLucy Edgerley, the head of influence at the global social media agency Born Social, told BI that Gen Zers, in particular, are craving creativity, entertainment, and inspiration.
Young people who have grown up with social media are learning the lessons about the dark side of it — the mental health toll, the bullying, and the over-consumerism — the hard way, he said.
Persons:
Reddit, Eric Wittman, Wittman, Chand Rajendra, Kate Smoothy, Smoothy, Lucy Edgerley, Zers, Kim Murray, Murray, Edgerley
Organizations:
University of Massachusetts Amherst, Webhive, Social, Virality