Do the numbers really matter in this social media vs clout dichotomy?
The Power of Social Media
Let’s be real, social media has changed the game for creatives.
Whether you are an artist, a writer, a photographer, a fashion designer, or a content creator, the internet has given us all a space to showcase our work without waiting for approval from the traditional gatekeepers.
By traditional gatekeepers, I mean individuals and institutions that have historically controlled access to information, opportunities, and platforms for public visibility.
I’m talking about the mainstream media and journalists, news outlets, TV stations, and newspapers.
I’m talking about the publishers and editors, and even corporate executives that have kept the keys to the gates in the palm of their hands for many years.
Platforms like Instagram, X, YouTube, and TikTok have helped unknown talents go viral overnight.
Forget traditional gatekeepers, a single repost from the right person can change the trajectory of your entire career.
But here’s the question that I keep asking: Is it about talent or is is just numbers?
Clout vs. Talent
Do you often wonder if the biggest names in the industry are really the most talented or they just understand how to play the game of social media better?
Many of the “influencers” who are widely celebrated today do not even give a quarter of value.
Some people will argue that clout has overtaken actual skills, and since clout is very much celebrated, skill or value doesn’t necessarily matter.
In Nigeria, we see influencers who are famous for controversy getting more engagement than hardworking creatives.
This doesn’t imply that there are not among those influencers people who give great value. There actually are.
Some talented people have used social media to gain the recognition they truly deserve.
Look at the music industry, we have seen quite a number of artists blow up off one viral challenge, thanks to platforms like TikTok.
We have also seen some seasoned musicians struggle for streams.
Does this mean that it’s the social media algorithm that decides who succeeds? And if so, is that fair?
Hey! You can also listen to the podcast
The numbers game: Do followers equal success?
Many creatives feel really pressured to chase numbers. We’ve heard things like “If you don’t have up to 100k followers, brands won’t work with you” or statements like “If your post doesn’t get engagement, are you even relevant?”
But does a high follower count always translate to success?
The truth is, some people have thousands of followers but struggle to convert that into real opportunities, while others with a small but loyal audience make real money and real impact.
It’s about engagement and influence, not just numbers. While numbers matter to an extent, they shouldn’t be the only focus.
The Dark Side of Clout Chasing
The pressure to go viral has led many creatives to do anything for attention.
I’m talking about putting out controversial posts, staging false drama, and so on.
Clout-chasing has become a full-time content strategy. But at what cost?
Some people lose credibility and others get stuck in a cycle of chasing trends instead of building a lasting brand.
Instead of focusing something that will transcend them, something that will produce astronomical results in this life and in the next, they run around chasing “more eyes” on their content.
We also can’t ignore the mental health toll. The anxiety of low engagement, the fear of being cancelled, and the constant need for validation can be exhausting.
As I type this, even I feel exhausted for them.
Are we really creating or are we performing for the algorithm?
How Can you Build a Sustainable Creative Career?
So what’s the way forward? Here are a few things to consider:
1. Focus on quality over clout
Focus on building a brand that impacts people’s lives and not just on going viral.
Viral moments don’t last and a viral content won’t build a business.
RELATED: Building Core Values into Your Brand: 3 Actionable Steps for Content Creators
2. Focus on engagement over followers
A small, dedicated audience is much more valuable than a large, inactive one.
Consider that when you are about to set aside your values for clout.
3. Authenticity wins
Don’t try to be who you are not just to become popular.
Stay true to your craft and let your work speak for itself.
4. Leverage social media wisely
Use social media as a tool, that’s what it is and that’s what it should be.
Don’t let it define your worth.
Final words
At the end of the day, numbers do matter, but numbers are not everything.
Focus on making impact. Focus on building meaningful connections, and stay true to your art.
That’s the real key to success.
If this blessed you, then leave a comment so I will know it did, share thie post so it can bless others too.