Are Influencers Dying? Why Brands Are Spending Billions on the New Creator Economy
The era of the influencer may be ending—but influence itself is bigger business than ever. Social media has changed dramatically, and the creators who once dominated Instagram, YouTube and TikTok are discovering that simply showing off a fabulous lifestyle isn’t enough anymore.
So what happened to the traditional influencer—and where did their audiences go?
Social media began as a place to share photos, friends and everyday life. Then came influencers: creators who attracted enormous audiences, landed lucrative brand deals and turned online popularity into an industry worth billions.
But audiences changed.
Today, people increasingly want creators to teach them something, entertain them, offer expertise, build community—or be so compelling that they simply can’t look away. At the same time, brands continue pouring billions into creator and influencer marketing.
So is the influencer dying—or simply evolving?
On today’s The Karel Cast, Karel is joined by two guests who understand this transformation from very different perspectives:
Andrew Selepak of the University of Florida, an expert on social media, digital culture and communication, joins the conversation to examine how influencer culture has changed and what audiences and advertisers want now.
Alison Malone, a former television news journalist, podcaster and influencer, brings the perspective of someone who has worked in both traditional and digital media.
Together, they explore the changing creator economy, influencer marketing, social media algorithms, TikTok, Instagram, YouTube, brand partnerships and online trends—and why influence reaches far beyond the people who actually follow creators.
Influencers can help drive everything from fashion and consumer purchases to major diet and fitness trends such as the explosion of interest in protein and creatine. And through partnerships with major companies, their influence can reach consumers who don’t even use social media.
The influencer isn’t necessarily disappearing. The definition of an influencer is changing.
Who wins in this new creator economy? What happens to traditional influencers? What are brands looking for now? And where does social media go next?
Let’s talk about it.
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LIVE Monday–Thursday at 10:00 a.m. Pacific.
Karel is a history-making broadcaster, entertainer and commentator based in Las Vegas, joined by his little service dog, Ember.
