Influencers turn to the written word to build community

The Future. Maintaining consistent engagement on social media is increasingly feeling like it’s out of creators’ control… so they’re launching newsletters and blogs as a way to own their audiences. As many of today’s popular creators start to age out of the content that made them go viral, newsletters and blogs may become one of their biggest sources of fan engagement and revenue.

Dear followers…
Creators are putting work into short-form video and, now, long-form reading.

• Influencers are starting newsletters and blogs as a channel to speak directly with their fan bases in a way that they can control.
• That’s because of tectonic shifts in social media, including changing algorithms and a potential TikTok ban.
• The written content also helps expand creators’ relationships with their fans, allowing more space to go deeper on certain topics or provide more personal insights.
• And since they can be optimized for SEO, newsletters and blogs also open a lane to find new fans.

Brands are attracted to sponsoring creator-written content because subscribers are typically “evangelists,” says Dialogue New York founder Julianne Fraser. They’re especially attuned to whatever the creator is platforming.