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A few years ago, the word “influencer” meant something pretty different than what it represents today. In 2016, the Instagram-focused social media consumer probably pictured a wealthy ex-Bachelor contestant who took beach photos in a personalized floppy hat and sponsored weight loss tea. But in 2021, the creator economy has evolved to encompass a more relatable, diverse population. Average Joes have completely disrupted the influencer marketplace, and now that brands across all categories have an influencer marketing plan, they are competing to get their products and services in front of the eyes of loyal fanbases.
But instead of understanding the unique internet niche that each creator occupies, many brands fall short by focusing on the metrics.
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