In one of my last posts, I shared quite the spicy prediction that sparked a lot of conversation in my DMs. I even had luxury brands emailing me for more context and insight. So here we have it: I’m predicting that by the end of the year smaller creators will be leading the creator economy. And I do want to get it painfully clear from the start that this isn’t some hopeful forecast of mine, because the shift is already well underway. For those paying close attention, the signs are impossible to ignore.
After spending more than two decades working closely with brands, agencies, and creators/talent across every tier, I can say with upmost confidence that the industry’s priorities are changing. For years I’ve seen brands pouring the majority of their marketing budgets into creators with the largest possible followings, operating under the blind assumption that “following” alone = sales.
Time and again, I watched campaigns deliver impressive impression numbers while failing to generate meaningful ROIs. The gap between visibility and impact has become too wide to ignore. This is why so many brands have come to me for consulting and/or influencer casting such as Sezane, Estee Lauder, and Chopard to name a few.
I tell these brands until I’m blue in the face that influence isn’t measured by audience size, but by audience trust. Enter smaller creators who tend to cultivate deeper relationships with their communities because they are closer to them, more responsive, and more aligned with the values and interests of the people who follow them. Their recommendations are thoughtful rather than transactional, and their content feels human rather than overly polished. In a market where consumers are increasingly skeptical of anything that feels forced or performative, this kind of credibility carries real weight.
This is exactly why creators like Sam Hirschmann (a client of mine) has been able to build meaningful momentum (hello 40% increase in following in just weeks since working with me) without relying on going viral. She’s learned invest in clarity over scale, consistency over virality, and alignment over volume. Her audience trusts her because she knows who she is, what she stands for, and why she shows up up the way she does. She also went from making $0 off social media when starting with me, to now on track to a six figure year.
This shift is also the reason both Sam and I are hosting a FREE live workshop this Wednesday for creators who are also ready to scale. We’ll be diving into the techniques that helped her skyrocket, we’ll be answering your personal questions, and I’m also going to giving you the exact tools you need to:
• Build a magnetic personal brand people trust
• Create content that converts, not just gets views
• Position yourself as the go-to voice in your space
• Turn your expertise and influence into real revenue
• Grow your business without chasing trends or burning out
It really doesnt matter your following, your niche, or where in the world you are. If you are dead set in making social media your THANG, or if you’re just dead set on your curiosity, I’m here.
xx
Idalia
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