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In a world where the influencer industry has swelled to $13.8 billion, we're witnessing a crucial evolution: the rise of the impactor market. While influence focuses on reach and engagement, impact creates lasting ripples of change that extend far beyond metrics and monetization. This transformation represents a fundamental shift in how we understand digital leadership, legacy, and paving the way for the future onchain.
I believe that having an impact is not the same as having an influence. While I do believe that an individual who has influence can have an impact, the same may not be necessarily true for the latter.
According to Merriam-Webster, impact means having a direct effect, while influence means affecting the condition or development.
Think of a child throwing stones into a lake, watching oddly shaped rocks create ripples across the water's surface. The initial splash represents influence—immediate, measurable, and often dramatic. But it's the ripples that follow, spreading outward in ever-widening circles, that represent true impact. What's fascinating is that while the rock creates these ripples, so too does a leaf falling from a tree or anything else that touches the water. Similarly, you don't need to be a "big thing" to make an impact on those you encounter.
This distinction becomes clearer when we consider figures like Martin Luther King Jr., whose willingness to speak out continues to create ripples of change generations later, or modern voices like Gary Vaynerchuk, whose messages about hustle and authenticity resonate with millions, or web3 voices like Vitalik Buterin whose message is about decentralization and using blockchain technology to create more equitable systems. Neither needed direct contact to create lasting change—their impact transcended personal interaction.
Longevity: Impact persists beyond the moment of interaction
Depth: Impact creates meaningful change rather than surface-level engagement
Independence: Impact can occur without direct contact or constant presence
The people who influence us, by contrast, are typically those in our immediate circle. These are your daily influencers—the people who shape your decisions and development through consistent presence. As the Spanish proverb warns, "Dime con quién andas, y te diré quién eres"—"Tell me who your friends are, and I'll tell you who you are." The idea behind this proverb is that who you surround yourself with, will influence the decisions you make.
Consider the old T-Mobile "MyFaves" plan, which allowed unlimited contact with your five most important contacts. This plan allowed you to have people you could call, without wasting your minutes. So you could talk or text any of these 5 people at any time of the year, month, week, day, or an hour and it would not affect the established minutes you had for that cycle. I know most of you may not know what I am talking about when I mention minutes on a cellphone plan, but the people who have the greater influence in your life are those people you are always in contact with; your fave-5.
The current influencer industry stands at an existential crossroads. Despite its massive growth, it faces significant challenges that echo through the digital landscape. Creator burnout is widespread, with diminishing returns for new entrants. Professional cohesion remains elusive, and consumer skepticism grows. These pain points signal a market ready for transformation, just as the 2008 financial crisis helped birth the influencer economy.
Consider the story of a mother's influence versus her impact. When she passes away, her direct influence—those daily interactions and immediate guidance—ends. However, her impact—the profound conversations, the values instilled, the moments shared—continues to ripple through time, creating a lasting legacy. This illustrates how impact persists beyond presence, creating change that outlasts interaction.
The biblical example of Jesus provides another powerful illustration of the interplay between influence and impact. He influenced his disciples through daily walks and direct contact, while simultaneously creating impact through his words and actions that continue to resonate millennia later. The story of the woman at the well demonstrates how impact can occur without sustained influence—a single interaction that catalyzed profound change.
For the modern digital creator, understanding this distinction is crucial. While influencers focus on maintaining constant visibility and engagement, impactors prioritize creating lasting change in their communities. Success isn't measured in followers but in transformed lives.
Consider PepsiCo's Dig In campaign, which prioritizes authentic community connection over viral moments. This shift represents a broader trend where companies seek partners who can create lasting positive associations rather than temporary buzz.
The future of digital culture will likely see a clear segmentation between traditional influencers focused on entertainment and immediate engagement, and impactors focused on creating lasting change and meaningful transformation. The most successful creators will be those who understand that having influence allows you to have an impact, but having an impact creates a legacy that outlasts any platform or trend.
This evolution offers several key advantages for brands and creators alike. Impact-focused relationships tend to generate higher trust levels with audiences, create more sustainable business models, and prove more resilient to algorithm changes. Moreover, they provide greater career satisfaction by aligning digital presence with meaningful change.
It's important to note that impact isn't something that can be forced or manufactured. Like trying to deliberately hit a home run, the more you consciously try to create impact, the more elusive it becomes. Instead, it emerges organically from authentic engagement and genuine desire to create positive change.
As we move forward, the distinction between influencers and impactors will become more pronounced. While the influencer market won't disappear, it will likely segment into two distinct categories:
Traditional influencers focused on entertainment and immediate engagement
Impactors focused on creating lasting change and meaningful transformation
The most successful digital creators will be those who understand that having influence allows you to have an impact, but having an impact creates a legacy that outlasts any platform or trend. Some people will come into our lives like flowers, leaving a ripple effect, while others will influence our daily walk. The most successful digital creators will be those who understand this distinction and can harness both forms of power responsibly.
The transition from the influencer market to the impactor market represents more than a semantic shift—it's a fundamental reimagining of how we create and share value in the digital age. As the market matures and consumers grow more discerning, the ability to create lasting impact will become the new currency of digital success.
For brands, creators, and consumers alike, this evolution offers an opportunity to build something more meaningful than likes and follows—a chance to create ripples that continue long after the initial splash has faded, because ultimately, it's impact that brings forth legacy.
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