As the Internet became an always-on, mainstream phenomenon, however, it also reverted to the mean. Influencer culture happens at scale. It’s not about finding the bizarre nooks and crannies of weird, but reaching as many people as possible. Hit counts and numbers of followers are all that matter. It is about getting bigger, rather than smaller. Rea... See more

2. Decreasing trust in large social and search companies. Concurrent with the rise of creator-driven discovery is a general sense of dwindling trust in the companies consumers have historically relied on to find online content and products.