It’s clear that influencers have come a long way from their traditional roots. Gone are the days when only a few voices dominated the conversation. Now, online, each emerging ecosystem entirely shifts the way we connect. The evolution of influence is not just about who is speaking, but about how their community is amplified by the ever-changing tools at their disposal. Over the coming weeks, we hope to explore the ways in which new infrastructure and products, enabled by web3, are transforming the role of the influencer. As we dive further into this transition, we’ll start with some general context.

Take the iconic partnership between Nike and Michael Jordan back in '84. It was more than just a deal; it was a cultural statement that combined Jordan's athletic brilliance with Nike's savvy branding, turning a pair of sneakers into a worldwide fashion movement. This wasn't just about selling shoes; it was about selling an identity through traditional mediums like print and TV.

Then came the internet, and with it, a whole new playground for influence. Suddenly, anyone with a blog or a social media account could become an influencer. Platforms like MySpace and YouTube initially broke down the barriers, allowing direct communication between influencers and their followers. Bloggers became the new tastemakers, using their platforms to build communities and shape opinions in real time.

We've seen another shift with the rise of algorithms, particularly on platforms like TikTok. Subtly pulling the strings, algorithms have decided who gets seen and heard, bringing micro-influencers to the forefront. Their content, while niche, exemplifies the digital age's personalized and fragmented nature of influence. Algorithms don't just suggest who we might like; they shape the cultural zeitgeist by elevating voices from the most unexpected corners. But it's not just about who's talking; it's about what they're offering. Today's influencers are curators of experiences and content. They're not just showing off brands; they're creating immersive experiences for their followers. The platform era of influence mirrors the web3 philosophy of active ownership and participation, just with skewed incentive models.

Enter decentralized social, with social tokens and onchain media pushing in a new direction - turning followers into actual stakeholders. Platforms like friend.tech let influencers, or anyone for that matter, trade "keys" to their chats - blurring the lines between content creators and financiers. Simultaneously, the rise of memecoins is another twist in the narrative, with creators turning their essence into currency, achieving staggering market valuations. More often than not, these tokens aren’t even launched by the person they allude to, shaking up the traditional understanding of influencers and value accrual.

Decentralized social media protocols are further amplifying this shift, with platforms like Farcaster and the community tokens enabling creators to tip their communities for their contributions. The influencer's role is evolving from mere content creation to one of curatorship, where engagement is rewarded in ways that extend beyond the traditional metrics of likes and shares. A new form of digital patronage. This isn't just about rewarding loyalty; it's about creating a verifiable, onchain record of engagement. The message is clear: in the world of web3, influence is no longer just about reach - it's about nurturing a participatory economy. While we’ll save a deep dive for the next article, Cooper and Gmoney are clear examples of this.

As we look to the future, the role of influencers is evolving beyond content creation. It's becoming about how they engage their audience, with token incentives, or almost game design, playing increasingly significant roles. The future of influence is not just about who holds the megaphone, but how they prompt the crowd. As decentralized social media platforms evolve, influencers are arriving for the programmability and staying for the open, composable, and interoperable networks that redefine interaction.