The Changing Landscape of Social Influence: From Curators to Algorithmic Personalization

The Changing Landscape of Social Influence: From Curators to Algorithmic Personalization

In today's society, our desire for worldly success often overshadows our innate desire to be good people. As a result, the social fabric of our communities has begun to fray, and traditional institutions that once held them together, such as churches, libraries, and local newspapers, are slowly fading away. With the rise of radical individualism, we have neglected to consider the secondary effects of our choices. However, in the midst of a global health crisis, there is an opportunity to reorganize our communities around new influencers, aspirations, social rituals, and habits.

One term that encapsulates this shift is "curators as influencers." In a world filled with an abundance of choice, we naturally rely on others to guide us in our decisions. When those influencers are regular people like us, we tend to trust them more than compensated spokespeople or distant celebrities. Being an authentic influencer, with a genuine following and engagement, is now seen as a form of success, with brands eager to collaborate with those who can reach their desired audience.

Social commerce has emerged as a key aspect of this new influencer landscape. Rather than focusing solely on brands, social commerce emphasizes individual taste and style savviness. We are now buying someone's look, not just a particular brand. This shift from a product-centric model to an influencer-centric model has extended the life cycle of products, as they can be resold and revived in various styling iterations. Instead of constantly seeking the next big thing, social commerce allows for the exploration and celebration of different perspectives and interpretations.

Curators have also taken center stage as the core vehicle for capturing the cultural mood and starting trends. A good curator goes beyond reposting images and provides research, context, and a narrative. By connecting mundane objects with a point of view, heritage, subculture, or purpose, curators elevate these objects and make them stand out in a world dominated by speed and superficiality.

However, the third model of social influence introduces a new player: algorithmic personalization. Brands now have the power to create their own influencers through the use of algorithms. By leveraging the human tendency to like what we liked before, algorithmic personalization delivers highly appealing content directly to individuals without the need for social connections. Platforms like TikTok have disrupted the influencer market by equalizing taste profiles, effectively wiping out social status as the currency of influence.

In this changing landscape, brands must adapt and select the most suitable models of social influence. Ideally, these models should work together to amplify each other. However, when uncertainty arises, a mix of all three models may be the best approach. It is essential to define clear business and brand objectives, as well as develop a strategy to convey the desired story. An execution plan must be put in place to ensure successful implementation.

As we navigate this new reality of social influence, here are three actionable pieces of advice:

1. Embrace authenticity: Whether you are an influencer or a brand, authenticity is key. Be genuine in your interactions and storytelling, and focus on creating meaningful connections with your audience. People are looking for relatable experiences and individuals they can trust.

2. Foster collaboration: Instead of viewing other influencers or brands as competitors, seek opportunities for collaboration. By working together, you can amplify your reach and create a more cohesive narrative. Remember that there is value in diversity and multiple perspectives.

3. Embrace flexibility and creativity: In a world driven by algorithmic personalization, the ability to stand out lies in being human, flexible, surprising, and wildly creative. Embrace innovation and experiment with new ideas and formats. Don't be afraid to take risks and push boundaries.

In conclusion, the landscape of social influence is constantly evolving. From the rise of curators as influencers to the emergence of algorithmic personalization, brands and individuals must adapt to these changes to remain relevant. By understanding the different models of social influence and their unique qualities, we can navigate this new reality and create meaningful connections with our audiences.