In 2018, I had a feeling that the glory days of the ‘Instagram Influencer’ were over.
I wrote about it here.
Back then, there was still so much euphoria in the industry and everyone was making the switch to become an ‘online coach.’
Everyone was FOMO’ing in while I was trying to tell people I think their days were numbered.
I felt like Michael Burry in the Big Short, except I was like 1/100th as intelligent as him and I didn’t stand to make billions from the collapse (OK, so maybe not like Michael Burry at all).
Nevertheless, all the fundamentals said the bubble was going to burst but no one at the time wanted to believe it. If I’m honest, there were definitely times where even I doubted myself.
I would ask myself, “have the principles of value really been thrown out the window? Is the person with the best rig and largest number of followers really our future leaders?”
As we approached 2020 and I was almost certain the bubble was about to POP, the spicy cough hit, and the online dream found new life at the 11th hour.
So more and more people went online… not realising they were swimming into a red ocean.
Fast-forward two years later, gyms are more popular than ever, the demand for real connection is at an all time high, and the industry is looking for leaders.
And the typical online influencer is wondering why their house of cards is collapsing in front of their eyes.. Engagement is down, the DM’s have dried up, paid advertising has turned to crap* and their audience is overstimulated & immune to their barrage of mundane, recycled content…
All the old tactics are dead.
And real leadership has taken its place.
Those that gave… who added value with no expectation of anything in return… and who led before they ever asked or received are now those leveraging the asset of attention…
And in 2022, the strategy of preeminence reigns supreme once again.
… which is exactly what I predicted.
Want to read the original article?
With hindsight, it’s a pretty crazy, whacky read.
Here is the link:
Enjoy,
Karl Goodman
