Influencer culture and the realities of social media content creation

The rise of influencer culture and social media content creation is highlighted through different perspectives in the Balkan region. One perspective notes a growing trend among youth to prioritize digital fame over traditional education, with some seeking parental support to purchase followers or professional equipment to build online personas.

In contrast, influencer and television producer Andrej Soldo discusses the professional complexities of the industry. Speaking on Croatians Online, Soldo emphasizes that viral success is rarely instantaneous and often requires years of experimentation. He notes the shift from horizontal to vertical video formats and explains that success is frequently unpredictable due to social media algorithms, suggesting that a unique vision and authentic expression are more sustainable than merely following trends.