Reflections on Influence and Innovation: The Case of Matt Steffanina in Today’s Marketing

In a world where the creator economy is continually expanding, envisioning a future where everyone can build their own niche and community has become not just possible but a tangible reality. The session I recently attended, featuring iconic figures like Matt Steffanina, sparked a debate on what this new world will look like and what businesses will emerge to support this booming industry.

As a professional in economics and marketing, as well as a co-founder of innovative companies like Kulassa and Invtron, I’ve had the chance to closely observe the evolution of marketing and the growing importance of influencers in this global context. My experience, both in Europe and the Gulf countries, confirms that the success of influencers rests on two fundamental pillars: trust and engagement.

The Crucial Role of Trust and Engagement

The case of Matt Steffanina, a renowned dancer, choreographer, and social media personality, perfectly illustrates how influencer marketing goes beyond mere follower counts. Steffanina, with his ability to engage and inspire millions through dance, shows that the essence of digital influence lies in the authentic relationship one can build with their audience.

Comparing an influencer with millions of followers but lacking a genuine trust bond to one with a smaller but highly loyal audience highlights an indispensable truth: trust is the key to success. This principle is akin to recommending a restaurant to a friend who blindly trusts us; the likelihood they will follow our advice is significantly high.

Strategy in Influencer Marketing

When planning to use influencer marketing to promote an activity, the fundamental question to ask is how much trust the audience places in this influencer. The depth of this trust can determine the strategy’s effectiveness. Otherwise, there’s a risk of investing in a fruitless initiative.

Through my experiences, I’ve observed that the importance of trust and engagement in influencer marketing is a universal principle. Figures like Matt, with their ability to positively influence and inspire through authentic and engaging content, underline the power and potential of this form of marketing in the modern world.

The future of the creator economy and influencer marketing promises endless possibilities. Figures like Matt Steffanina are at the forefront of this change, demonstrating that with passion, authenticity, and commitment, it’s possible to build meaningful communities and positively influence consumer behavior. For companies and marketing professionals, understanding and leveraging the power of trust and engagement becomes essential for successfully navigating the waters of digital marketing.

Dr. Mario Giovanni Figlioli