Why it's about impact and not influence.

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 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.

Impact differs from influence in three fundamental ways:

1. Longevity: Impact persists beyond the moment of interaction

2. Depth: Impact creates meaningful change rather than surface-level engagement

3. Independence: Impact can occur without direct contact or constant presence

An old Spanish proverb wisely states: "Dime con quién andas, y te diré quién eres" — "Tell me with whom you walk, and I'll tell you who you are." This timeless wisdom captures a fundamental truth: our closest circle shapes who we become.

Think of your phone's most frequent contacts. These aren't just names in your digital address book—they're your daily influencers, the voices that shape your decisions and growth through consistent presence. Just as T-Mobile once recognized with their "MyFaves" plan, the people we connect with most frequently hold the greatest sway over our lives.

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 on the rise, 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 your 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, especially one looking at the onchain future, 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 onchain 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 onchain 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. And impactors communities will be awarded more opportunity and money from advertisers onchain.

The shift from influencer to impactor represents more than just a change in terminology—it marks the dawn of a new era in digital value creation. As we move into an onchain future, this transformation becomes even more significant, offering unprecedented opportunities for authentic connection and lasting impact.

The traditional influencer market isn't disappearing, but rather evolving into a more nuanced ecosystem. We're witnessing the emergence of two distinct paths:

1. Traditional influencers will continue to excel in entertainment and immediate engagement, serving vital roles in culture and commerce.

2. Impactors will leverage onchain technologies to create deeper, more meaningful transformations in their communities, backed by verifiable actions and transparent value creation.

The onchain landscape is uniquely positioned to reward impact over mere influence. Smart contracts and blockchain technology will enable new models of community building where lasting contributions can be recognized, measured, and rewarded in ways previously impossible. This infrastructure allows for the creation of trust-based networks where impact becomes a quantifiable asset.

As brands and advertisers become more sophisticated in their understanding of onchain communities, they'll increasingly direct their resources toward those who demonstrate sustained impact rather than fleeting influence. This shift will create a more sustainable ecosystem where value flows to those who contribute meaningfully to their communities' growth and development.

The future is bright for creators who understand this distinction. By focusing on impact, they're not just building audiences—they're cultivating communities that can thrive across generations. In the onchain world, every meaningful interaction becomes part of an immutable record, creating a legacy that extends far beyond today's metrics of success.

As we stand at this threshold of transformation, the opportunity has never been greater for those who wish to make a lasting difference. The impactor market isn't just about changing how we measure success—it's about reimagining what success means in a world where authentic impact can be verified, valued, and celebrated.

The ripples we create today in this space will shape the digital landscapes of tomorrow, making way for a future where meaningful contribution becomes the cornerstone of digital influence. In this new paradigm, legacy isn't measured in followers or likes, but in the enduring positive change we create in the lives we touch—one verifiable impact at a time.