Kennedy is among the many social media influencers who have launched business models that are not dependent on the platforms—Instagram, TikTok—that fueled their rise. Influencers can fall into the trap of essentially being “Uber drivers for Instagram or TikTok,” says Sean Branagan, director of the Center for Digital Media Entrepreneurship at Syracuse University. “You’re waiting for the assignment and the money; you’re not in control of where your business is going.” Kennedy has monetized her social media following by creating an affinity group—rather than seeking mass appeal—and she “cares for, stimulates, and advances” her audience with her paid offerings, Branagan says. “What she has is a magic potion, and it’s about more than her face and name.”
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Adapting to this personalized future likely requires building distinct brand identity and perspective rather than trying to be everything to everyone. If AI models categorize you clearly—as the practical, actionable advice source versus the theoretical deep-dive resource—you'll appear reliably for users whose preferences match that positioning. Trying to be too generic might result in appearing rarely for anyone as models route users to more distinctive alternatives.