Most “Influencers” are Broadcasters — Not Influencers
Being interesting doesn’t equal being influential
Just because someone has a lot of followers on Instagram doesn’t automatically mean they have any influence over their audience. It’s possible to be a fun person to follow, without having any authority whatsoever. In fact, this is the rule, not the exception.
I’ve consulted businesses who have worked with so called influencers, been kind one myself, and helped people with large audiences get deals with brands, so I’ve seen this from every side. It’s clear to me that most people, including myself, don’t have significant influence over masses of people.
People with a big following simply have the ability to broadcast a message to a large audience. That’s not nothing, but don’t mistake it for influence.
Broadcasting Does Have Value
Some products sell themselves — the only thing you need to do is to be seen by your target audience.
Say you sell a working jetpack for $500. You don’t need authority figures convincing people how awesome a jetpack is. The only thing you need to do is to get the attention of people. Your product does the rest.
