Let’s cut through the noise for a second. The term “influencer” gets tossed around so much these days, you’d think amassing a huge following is the only path to success in creative careers. But is that really what we should be chasing?
I’ve been in this game for a while, and I can tell you with absolute certainty: fixating on influence for its own sake is a dead end. The real goal? Creating meaningful work. Full stop.
Time and again, I’ve had aspiring creatives ask me, “How do I hit 100K followers on Instagram?” My response? You don’t. At least, that shouldn’t be what drives you.
Here’s the unvarnished truth: You don’t need to be an “influencer” to crush it in your creative career. What you need is an unwavering focus on your craft – on consistently producing quality work that resonates with people. Do that, and the influence will follow naturally.
Mastery: The Real Currency of Influence
Mastery isn’t just about leveling up your skills. It’s about diving deep, gaining a profound understanding of your craft. Robert Greene, in his book “Mastery,” nails it: true masters share some key traits – an insatiable curiosity, a willingness to put in thousands of hours of practice, and the ability to see their field through a unique lens.
But here’s the kicker – mastery alone won’t build influence. You’ve got to put your work out there. Austin Kleon gets it right in “Show Your Work!” – consistently sharing your process and insights is what builds recognition and authority in your field. It’s this combo of mastery and visibility that creates real, lasting influence.
Take Maria Popova, the brains behind The Marginalian (formerly Brain Pickings). Her ability to weave together ideas from literature, science, and philosophy, coupled with her consistent output, has made her a powerhouse in the world of ideas and creativity.
When you focus on mastery and sharing your work, you kickstart a powerful cycle:
1. Mastery leads to unique insights and top-notch work
2. Sharing that work builds your rep and authority
3. Increased recognition opens doors to apply and expand your mastery
4. Rinse and repeat, gradually building genuine influence
Remember, the endgame isn’t becoming an “influencer” in the social media sense. It’s about becoming someone whose work and ideas genuinely move the needle in your field. That kind of influence? It’s the natural byproduct of dedication to your craft and engaging with your community.
Busting Myths About Influence
Let’s tackle some common misconceptions head-on:
1. Numbers aren’t everything: A massive following doesn’t automatically equal influence. Just ask Ryan Pyle (@ryanpyle), who replied to my comment on X(Twitter) about influencers. He said, “Someone called me an influencer the other day, and I had to stop and correct them; I made long-form adventure documentaries for BBC Earth. Not the same thing.”
2. Impact trumps titles: Don’t get hung up on being called an “influencer.” Focus on the impact your work has. That’s what truly successful creatives, whether they’re making adventure docs or niche content, understand.
3. Authenticity is king: In a world drowning in content, being true to your craft is what sets you apart. Our creative community gets this – they value real connections over inflated follower counts any day.
Building Real Influence Through Your Work
So, how do we pivot from chasing followers to creating work that matters? Here’s your action plan:
1. Double down on skill development: Pour your energy into leveling up your craft. Take classes, practice relentlessly, and seek out tough feedback.
2. Create with consistency: Set a creation schedule and stick to it like glue. Consistency is key for both skill-building and audience growth.
3. Quality over quantity, always: One killer piece trumps a flood of mediocre content every time.
4. Engage for real: When you interact with your audience, make it count. Thoughtful responses, genuine questions – foster real connections.
5. Collaborate strategically: Team up with peers in your field. It’s a fast track to creative growth and organic audience expansion.
Here’s a mind-bender: You don’t need a massive following to make waves or even make a living from your creative work. The “1000 true fans” concept proves that a small, ride-or-die audience can sustain a creative career. Plenty of successful creators and brands have been built on relatively small, but fiercely engaged audiences.
The Power of Niche
Interestingly, brands are catching on to the value of smaller, more engaged audiences. Recent data shows 69% of brands plan to work mainly with nano- or micro-influencers (under 75,000 followers). Why? Because smaller creators often bring:
1. Higher engagement rates
2. More targeted, niche audiences
3. Greater authenticity and relatability
This trend hammers home the importance of creating meaningful, high-quality content over chasing follower numbers.
The Bottom Line: Mastery Over Metrics
Let’s get one thing straight: Influence isn’t a job. It’s not even a goal. It’s a result – the natural outcome of consistently creating work that matters, that touches lives. So quit chasing followers, and start chasing excellence in your craft. The rest will fall into place.
By laser-focusing on creating quality content and mastering your craft, you’ll naturally draw in an audience that values what you do. This approach doesn’t just lead to genuine influence – it ensures your creative career is built on a rock-solid foundation of skill and passion.
It’s time to shift our mindset. We’re not here to be influencers. We’re here to be creators of meaningful work. The influence will come, but it should never be the endgame. After all, the most respected and influential figures in any creative field didn’t set out to be influencers. They set out to be the best at what they do. And that made all the difference.
Until next time.
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