deeply with their audience. They openly discuss challenges, share behind-thescenes processes, and consistently educate followers. This transparency and focus on delivering real value are the pillars of her enduring influence.
All these influencers: Mr. Beast, Kylie Jenner, and Huda Kattan share a core principle that aligns with the theme of this story: Substance must exceed hype. Mr. Beast entertains but uses his platform to impact lives through philanthropy. Kylie Jenner leverages fame but ensures her products are of exceptional quality. Huda Kattan uses authenticity and expertise to build trust and sustain brand loyalty.
Each of these influencers has created a brand that transcends their personality. They understand that while hype can spark initial interest, it is the quality of their work and the value they consistently deliver that sustains their success. Only when we have established a culture of excellence where substance is concerned can we then launch a sustainable campaign to tell our story.
Elements Of A Great Story
What are the elements of a great story? Remember the number of brands people interact with every single day? The ability to tell your story and tell it right is not something you will also leave to chance. It is something that you must train yourself in.
The rise of social media has made it tempting to chase clout and visibility. However, the greatest influencers and brands understand that branding without substance is like the fig tree in the Bible. It may look impressive from a distance, but when inspected closely, it reveals emptiness.
As discussed earlier, sustainable brands are built with substance in mind. You cannot project emptiness for long before the truth comes out. The most powerful brands in the world today were not built overnight, nor were they built solely on marketing gimmicks. They were built on authenticity, skill, and consistent excellence. And so, if you want to build a brand that endures, focus on what you are delivering behind the scenes. Let your work speak so loudly that the world cannot help but take notice. Ultimately, branding is not about being seen, it is about being remembered for the right reasons.
So, next time you are thinking of a social media campaign, ask yourself, have I built enough value offline that people connect with? If your answer to this is in the affirmative, then you have laid the foundation for social media to work for you.
Finally, remember that visibility is not a guarantee for credibility. Just because you ' re visible doesn ' t mean you ' re valuable. Also, just because you are consistent does not mean you have a strategy. Many are consistent, but consistently wrong. A random content calendar doesn ' t equal a business plan or brand identity. Social media is just one channel in a much larger strategy.
Also, never forget that influence is not the same thing as income. A lot of people confuse popularity with profitability. You can have a million followers and still struggle financially if you haven’ t created value-driven systems( products, services, partnerships).
Finally, social proof is not the same as social capital. Social proof is when people see others trust you. Social capital is when people actually trust you. You may look powerful online but have no real community, no advocates in the boardroom, and no networks that can vouch for you when it matters. Social capital is built offline through real relationships, service, trust, and presence.
Social media is a powerful servant but a terrible master. Use it to amplify your purpose but never let it become your purpose. Build depth, then go digital. Master the unseen, then step into the spotlight. Now talking of spotlight, remember that when you are in the spotlight it not only reveals the good. If there is any bad, it will also reveal it so make sure that before you get into the spotlight, you are ready for everything to be spotlighted.
So before you chase the spotlight, build the substance. Before you crave the stage, master the silence. The internet may give you attention, but only authenticity will give you longevity. Don’ t just be loud; be loaded. Don’ t just trend; transform. Because in the end, it’ s not who went viral that matters, it’ s who remained valuable when the noise died down.
Build what cannot be cancelled. Master what cannot be muted. And grow roots so deep that no algorithm can uproot your relevance. Let social media echo your greatness but never let it define it.
Dr. Wale Akinyemi is the CEO of The Street Hub – an Organizational Culture and Transformation Consulting Firm. He is also the Founder of African Legends – A publishing House dedicated to telling African Leadership and Entrepreneurial Stories. You can commune with him on this or related matters via email at: Wale @ thestreethub. biz.