INFLUENCERS
Ogo
Writing the New Playbook for Influence JOS H ROSE NB E RG
Looking back on 2021, internet culture was the culture, fueled by the quickly growing yet still nascent creator economy. Through his work on TikTok, Ogo helped spotlight the next generation of breakthrough and often underrepresented creators. Ogo is a social media marketer who runs his own influence marketing group, Thirteenth. When I look towards 2022, I see Ogo bringing more creators to the forefront and helping shape their impact on society and culture as a whole. I recently caught up with Ogo, who shared his thoughts on the creator economy. 1. FOR MANY CREATORS, BRAND DEALS HAVEN’T YET SETTLED INTO A STEADY INCOME STREAM, AND INSTEAD ARE A SERIES OF ONE-AND-DONE PAID POSTS. BUT GEN Z CREATORS THRIVE IN SUSTAINED, MEANINGFUL RELATIONSHIPS.
Ogo: “TikTok is tough because it can get very inconsistent. Their checks might last four months, but it’s tough to be like, ‘I don't know how I'm getting paid in six months.’ “It would be smart if there were more brands who signed creators like an endorsed 74
RELEVANCE REPORT 2021-22
athlete. ‘For a year you're with us, here's what that contract's gonna be worth and here's what we need out of you.’ And from both ends, brands and creators, [it’s] a good middle ground that fits both of our goals and objectives and is mutually beneficial.” 2. THE RISE OF TIKTOK CORRELATED WITH STAY-AT-HOME ORDERS, BUT AS WE REEMERGE TO OUR IRL LIVES AND OBLIGATIONS IT’S IMPORTANT TO BE SENSITIVE TO CREATOR FATIGUE AND BURNOUT.
Ogo: “A lot of burnout happens from people getting uninspired, but also feeling the need to continue what it is they're doing because it's what pays the bills. And it’s almost like [TikTok creators] feel bad taking breaks for themselves because you always see someone else posting. A lot of them built [their followings] on working habits that were only sustainable in 2020: with nowhere to go and nothing to do other than making content and working. Now it's a hard adjustment finding, like ‘okay, well how do I still get my work done, be productive and have a life outside of that?’
