Bye Bye Influencers, Hello Independent Creators

In a world where numbers matter, it can feel discouraging comparing yourself to influencers with hundreds of thousands of followers on Instagram, YouTube, and TikTok. When you’re just starting out, the path to online influence can feel like an uphill climb with a destination that’s far out of reach. But to become a successful creator, is it necessary to amass a giant following?

There's a difference between being an influencer and an independent creator. One caters to a mass crowd while the other cultivates community. One relies on an app while the other builds something bigger. While there are pros and cons to each category, understanding the differences can help you shift priorities and reconsider your long-term creator goals.

In this episode, Charli, Haley, and Miguel discuss a recent article outlining the difference between influencers and independent creators and why the latter may have a surprising advantage.

“The idea is not just to feed the social media sites, but to be building an online hub, a primary place for yourself. And you use the social media sites to get people to that hub.” ~ @charliprangley

Main takeaways

[04:30] The first pillar of becoming an independent creator is owning your audience. This means you can reach them regardless of which platform they prefer.
[05:57] Owning your audience is critical because your email list subscribers are more likely to be true fans and convert than your casual Instagram followers.
[14:34] The second pillar is going niche. When you have fewer followers that are hyper-engaged, it allows you to explore a niche. You lose the pressure of grabbing the attention of a mass crowd and watering down your creativity.
[21:20] The third pillar is cultivating communities over audiences. Communities interact amongst each other versus focusing all of their attention on the creator. When followers feel like they’re part of a community, they’re more likely to be true fans.
[30:01] The fourth and final pillar is creating a self-sustaining community. Influencers are only as relevant as their last post.

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