I’ve bifurcated the social media landscape into Posters and Pasters. Posters are original content creators: musicians, artists, video creators, subject matter experts and bloggers. Pasters are the other 92% who curate other people’s stuff. Pasters share links.
But there is another group of social media cohorts that have been growing in importance over the past 8-10 years. Part poster, part paster, they have become a cottage industry. The Influencer. Influencers come in many styles and flavors so you know it is a thing. There are micro influencers. Nano influencers. Not to mention mega and macro, all referring to the CPM they are paid to post on their feeds.
But some influencers are tainting the waters. They’re all hat and no cattle as the Texas saying goes. They are more videogenic than thoughtful, truthful problem solvers. More entertainment than value. Ten years ago, the way for an influencer to make money was to monetize through a banner ads and newsletters. It was a craft. Today, they’re paid by ad agencies and product placement companies and have become a media channel all to themselves. (Oh, and they may also be buying their followers.)
Don’t get me wrong, there are a thousand of great influencers out there who put in the time, dedicate themselves to helping educate others, and sharing about the topic they love. The difference is, they are about the love of subject and intimacy with followers, not the CPM.
They are Posters of yore.