I’ve heard it more than once, usually said with a casual shrug. “I just can’t stand influencers.” And every time, it sparks a genuine curiosity in me. Not offense, but a real desire to understand. What is it about that word that feels so off-putting to so many? Is it the word itself? Or the image it conjures up?
What is a Content Creator, Really?
If we gently peel back the label, what are we left with? At its heart, a content creator or “influencer” is simply someone who:
•Shares their life, experiences, or expertise.
•Offers their unique perspective and opinions.
•Highlights products, places, or ideas they genuinely enjoy.
•Builds a community around that shared interest.
•And sometimes, turns that passion into a sustainable online business.
This isn’t a new concept. For decades, magazine editors, TV hosts, travel writers and celebrity chefs have shaped our tastes and decisions. The only thing that’s changed is the barrier to entry. Today, you don’t need a publisher’s seal of approval to share your voice. You just need a phone, a point of view and the courage to press “post.” This shift is a cornerstone of the modern creator economy.
Exploring the Common Concerns
When I hear the dislike for influencers, I sense it often comes from a deeper place of questioning. Perhaps what people are really feeling is something more specific, like:
•“I’m not sure how this works as a real job.”
•“The lifestyles I see feel a bit too perfect.”
•“I’m worried about a lack of authenticity.”
•“Why should someone get paid just for posting online?”
These are completely fair questions. Like any industry, the world of digital entrepreneurship has its share of people who do things poorly and those who do them with incredible integrity and creativity. There are shallow creators, absolutely. But there are also thoughtful, strategic business owners who have built a meaningful personal brand from the ground up. Grouping them all together is like saying you dislike all authors because you once read a terrible novel.
It’s a Business, Built on Trust
When a content creator builds an audience of thousands who trust their taste in travel, wine, technology, or parenting, that trust has immense value. Brands have always sought to connect with audiences through trusted voices; that’s the foundation of marketing. The format has evolved, but the principle remains the same. The creator has become the media channel and their platform is a small business.
This isn’t absurd; it’s the evolution of social media marketing.
The Work Behind the Polished Post
It’s easy to see a beautiful photo and assume it was effortless. What often remains invisible is the hard work behind the scenes: the hours of planning, shooting and editing; the investment in equipment and software; the constant learning to keep up with algorithm changes; and the emotional resilience required to put yourself out there, day after day.
Building a personal brand in public takes confidence, and it takes a thick skin to keep creating when faced with skepticism or negativity.
A Note on Authenticity
Yes, some of what you see online is curated. But so is a LinkedIn profile, a beautifully arranged home, or the holiday card you send to family. We all present the best version of ourselves in different contexts. The more telling question isn’t if something is curated, but whether it feels authentic within that curation. The best content creators manage to share a polished version of their lives while still letting their genuine personality and authenticity shine through. You can just sense it.
The Freedom to Choose
Sometimes I wonder if the discomfort comes from the fact that creators chose themselves. They didn’t wait for permission or for a gatekeeper to discover them—they simply started. That can be a confronting thought, because it reminds us that, in many ways, any of us could start, too.
You don’t have to follow every content creator. You don’t have to buy what they recommend or enjoy their style. The beauty of the internet is that you can curate your own feed. But dismissing the entire creator economy with a wave of the hand feels like a missed opportunity to appreciate the creativity and entrepreneurial spirit that drives it.
Let Me Make It Personal
My sister is an influencer. Not in the bikinis-on-a-yacht sense, but in the corporate world. She’s a SharePoint influencer. Yes, you read that right—she influences people’s decisions about corporate systems, workflows and document management. It’s peak glamour!
Interestingly, no one rolls their eyes at that. It sounds technical, professional and acceptable. But if we swap SharePoint for skincare, travel, or wine, does the concept suddenly become frivolous? Influence is influence and it spans the entire spectrum from highly technical to purely lifestyle. Some of it will be shallow and some of it will be brilliant—just like the rest of humanity.
When I see someone creating, sharing, building a community, and turning their passion into their income, I don’t see a reason for dismissal. I see someone who is backing themselves, and I find that incredibly inspiring.
By the way, if you’re into making your corporate life easier, you can follow my influencer sister at simplysharepoint.com or check out our fun merch at pixelandcode.com. No pressure, of course! 😉
