Summary of The End of Influencers

  • medium.com
  • Article
  • Summarized Content

    The Personal Brand is Dead.

    The article explores the changing landscape of the internet, where personal brands are losing their relevance. The author argues that the constant pursuit of online engagement has replaced the creation of meaningful content.

    • The author claims that social media platforms are dominated by influencers, leaving few people to actually influence.
    • The focus has shifted from sharing ideas to gaming the algorithm for more followers and engagement.

    The Darkest Place in the Polish Internet

    The author draws a parallel to a startup they launched in 2006, which became a black hole of the internet in Poland. The platform, similar to Twitter, fostered a culture of popularity contests among its users.

    • Users were primarily focused on gaining followers and receiving positive comments, with little genuine interaction or sharing of ideas.
    • The platform's popularity was driven by engagement farming, where users would leave generic comments on each other's posts, begging for attention.

    It's the Same Now

    The author argues that the internet of today mirrors the dynamics of their 2006 startup, where engagement and popularity have taken precedence over meaningful content.

    • The relentless pursuit of engagement has resulted in a decrease in attention spans, making it challenging to produce in-depth, valuable content.
    • Influencers often engage in "sliding into the DM's" with other influencers to boost each other's content and artificially inflate engagement.

    A Career That's Ending

    The article highlights the growing trend of aspiring to be an influencer, particularly among younger generations. The author expresses concern about the decline of value and quality in online content.

    • The relentless focus on personal branding and engagement farming has overshadowed the importance of excellence in one's field.
    • The pursuit of popularity has led to a rise in clickbait, sensationalism, and superficiality.

    People Don't Care

    The author emphasizes that many followers on social media are not genuinely interested in the content or the influencer, but rather view them as a means to their own success.

    • Followers often engage with content for selfish motives, seeking to boost their own online presence through engagement.
    • They mimic successful posts, focusing on replicating tactics rather than producing genuine content.

    Longform to the Rescue?

    The author explores the potential of longform content as a counter-trend to the dominance of shortform videos and engagement farming.

    • Shortform content, often characterized by fast-paced editing and attention-grabbing techniques, has become a template for engagement farming.
    • Longform content, however, offers a space for in-depth analysis, meaningful discussions, and sharing of valuable insights.
    • While engagement may be lower, longform content can connect with a more engaged and thoughtful audience.

    The System is Broken

    The author argues that the current system on the internet is flawed, with a focus on quick engagement rather than genuine connection and value.

    • The relentless pursuit of likes, followers, and engagement has created a culture of superficiality and fleeting attention spans.
    • The author suggests that meaningful content, longform articles, and genuine interactions can help to shift the focus back to quality and value.

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