By Nour Chaar, founder and CEO, InHype
Let me tell you a little secret. I am kind of over the word ‘influencer’. It has lost its allure, meaning and cultural relevance.
Let’s move away from the word ‘influencer’ and the catch-all phrase of ‘influencer marketing’. Let’s embrace the reality of what influencers actually are. They are content creators. This is what lies at the heart of what they do. They are entertainers, brand experts, reviewers, storytellers and crafters of tales that capture people’s imagination – all in quick, snackable, bite-sized content.
Instagram, Snapchat and TikTok have known this for years. They know the power that content creators wield,
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