Influence Is No Longer Enough

The network as a place of questions, of meaning. Perhaps this is why, according to recent market analyses, the word influencer is falling out of favor, replaced by creator. Why? Because mere influence is no longer enough. Companies, media, and culture itself no longer seek only those who shift opinion, but those who create value, who generate stories, visions, and experiences. A creator is not just someone who “drives traffic.” They generate reality. They bring new imaginaries into the world. They don’t simply spread messages—they shape worldviews.