Written by: Vickie Sullivan | June 27, 2024
How Influencers Are Redefining Thought Leadership
You’ve probably noticed how much I write about influencers and the creator economy. Here’s why I keep sounding the alarm: Their rising popularity and social media efforts are changing how thought leaders are defined and perceived.
Content from these brand partnerships is much different than that from our colleagues and competitors. In fact, these influencers are changing thought leadership in two important ways:
• Redefining who’s a leader. Gone are the days when having a prominent background and an impressive track record determined if you were hot. Now, it’s all about brand voice and your “story.” How you connect with specific constituencies now determines who is a thought leader. What you stand for matters.
• Creating new ROI for prominence. Remember when executives bragged about using an innovative approach? Not anymore. Big transformational ideas are everywhere; individual prominence now defines who is a go-to resource. Because influence can now be measured, popularity can be monetized.
These changes have a huge ripple effect. Start now to redefine your role in the market and update your voice to match new criteria. Don’t underestimate these changes.
Listen: 2 Big Changes to Make to Your Brand
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