The creative industry's reliance on social media is diminishing as platforms prioritize paid engagement and algorithm changes reduce organic reach. Professionals are encouraged to explore traditional methods, such as PR and real-life networking, to regain exposure and build genuine connections. Experts like Nicolas Breuil and Emily Penny underscore the limitations of social media and advocate for a focus on tangible relationships and active promotion. This shift signifies a renaissance in how creatives market themselves, suggesting a pivot towards reputation-building through earned media.
Creatives need to become more active marketers and promoters instead of passive ones.
Earned media gives you a stamp of approval from a reputable source, which is invaluable in building or solidifying your position as an expert.
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