The Changing Landscape of Social Influence and the Rise of TikTok Resumes

The Changing Landscape of Social Influence and the Rise of TikTok Resumes

Introduction:
In today's society, our focus on worldly successes often overshadows our desire to be good people, resulting in the fraying of the social fabric and the decline of traditional institutions. However, the global health crisis has presented an opportunity to reorganize our communities around new influencers, aspirations, social rituals, and habits. This shift has given rise to the concept of social influence, where we rely on regular individuals to guide our choices and preferences. This article explores the different models of social influence and how they intersect with the modern aspiration economy. Additionally, we will delve into the emergence of TikTok Resumes and its potential impact on platforms like LinkedIn for Gen Z.

Curators as Influencers:
One model of social influence that has gained prominence is the role of curators. Curators have taken over influencers as the core vehicle of capturing the cultural mood and starting trends. By providing context, history, and a point of view, curators can connect even mundane objects with value, making them stand out in a world driven by speed and superficiality. The value of a good curator lies in their ability to research, write, and edit, going beyond simply reposting images. This model emphasizes the importance of narrative and storytelling in influencing consumer choices.

Social Commerce and Product-Centric Influence:
Another model of social influence that has gained traction is social commerce. In this model, products make influencers, rather than the other way around. Social commerce emphasizes individual taste and style savviness over brands, allowing consumers to buy into someone's look rather than a specific brand. This model flips the idea of wanting to own the next big thing and instead focuses on extending the product life cycle through different styling iterations. By shifting the emphasis from brands to individual taste, social commerce aligns with the modern aspiration economy.

Algorithmic Personalization and the Future of Influence:
The third model of social influence is algorithmic personalization. Brands now have the ability to create their own influencers by leveraging algorithms that deliver highly appealing content based on users' past preferences. This shift eliminates the need for social connections and status as determinants of influence. Platforms like TikTok have revolutionized the influencer market by allowing users to equal their own taste profiles. The future of influence is defined by human, flexible, surprising, and wildly creative content that stands out in a world dominated by algorithms.

TikTok Resumes and the Gen Z Job Market:
TikTok recently introduced a new feature called Resumes, allowing users to apply for jobs through video resumes. This feature caters to Gen Z's desire for authenticity in all aspects of life, including work. Video resumes provide candidates with the opportunity to showcase their energy and creativity, which can be difficult to convey through a traditional paper resume. However, the adoption of this feature has been relatively low, possibly due to concerns about privacy and the perceived challenge of creating and editing a video resume.

Conclusion:
As the concept of social influence continues to evolve, it is essential for brands to adapt and incorporate different models that align with the changing landscape. A mix of curators, social commerce, and algorithmic personalization can amplify each other and help brands navigate this new reality. Additionally, the emergence of TikTok Resumes presents a potential challenge to platforms like LinkedIn for Gen Z, as it caters to their desire for authenticity and dynamic self-expression. To thrive in this new era of influence, brands must embrace human creativity and flexibility while leveraging the power of algorithms.

Actionable Advice:

1. Embrace the power of storytelling and narrative in your brand's communication strategy. Curate content that provides context, history, and a unique point of view to connect with your audience on a deeper level.
2. Explore social commerce as a way to extend the life cycle of your products. Shift the focus from brand-centric communication to individual taste and style savviness, allowing consumers to buy into a particular look rather than a specific brand.
3. Leverage algorithmic personalization to deliver highly appealing content to your target audience. Understand their preferences and create content that surprises and engages them, standing out in a world dominated by algorithms.

In conclusion, the changing landscape of social influence calls for a reevaluation of our traditional notions of influence and the emergence of new models. By understanding the power of curators, social commerce, and algorithmic personalization, brands can navigate this new reality and thrive in the modern aspiration economy. Additionally, platforms like TikTok Resumes present exciting opportunities for Gen Z job seekers to showcase their authentic selves in the job market. The future of influence lies in embracing human creativity, flexibility, and the ability to stand out in a world defined by algorithms.