FT News Briefing Peak social media: The power of influencers
6 snips
Jul 29, 2023 
Josh Gabert-Doyon, the producer and keen observer of the creator economy, shares insights from his time at VidCon. He explores how social media has shifted away from friendship to a focus on popular creators gaining power. Guests include TikTok star Kris Collins and VC investor Megan Lightcap, discussing influencer dynamics, marketing strategies, and the push for pay transparency. The conversation unveils the evolving relationship between creators and platforms, highlighting pathways for independence and innovation in the industry.
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Shift to Social Entertainment
- Social media has shifted from social networking to social entertainment.
- Users now primarily follow creators and passively consume content instead of actively engaging with friends.
KallMeKris's Origin Story
- Kris Collins, known online as KallMeKris, worked as a hairdresser and lash technician before the pandemic.
- During the pandemic, she began creating lip sync videos on TikTok, which quickly gained millions of views.
Diversification for Creators
- Diversify income streams and avoid relying solely on one platform.
- Explore merchandise, newsletters, and other avenues to connect directly with your audience.