BY VICTORIA WEBER

You cannot anywhere these days without anyone not bringing up some social media channel – Instagram, TikTok, YouTube, X. Or watching all of us helplessly addicted to the scroll while waiting for our lattes, on our hot girl walks, while we’re “working, or on our daily commutes.  Most of us dream of becoming the next viral socials backed influencer or continuing to scale some business/es/brands through our platforms excitedly comparing follower amounts, engagements, DM convos. 

Social media has rewired the way the world works — it’s not just a tool, it’s a global game-changer. For busy CEOs, bossbabe/bossking entrepreneurs, or rising Gen Alpha idols, understanding the historically lasting impact of socials means understanding the future of culture, commerce, and connecting. From getting discovered as rising entertainment or athletic talent to globally shaping trends, social media is the ultimate catalyst for all of us. No generation has been saved. We’ll save all the research on its negative aspects for another day 🤦. 

Let’s chat about its creation of opportunity – an international marketplace that continues to mutate beyond possibly any of our ideations. From the entertainment side, no more waiting for industry insiders or traditional scouting processes. Now, anyone with a smartphone and a vision can build a personal brand that reaches across borders in seconds. Same goes for anyone building a digital business. Whether it’s a TikTok dance, a viral fashion look that hits countries all across the globe, or a captivating hook being used on repeat, the global stage is just a post away. Today’s rising stars—artists, influencers, entrepreneurs—are being “discovered” through DMs, trending hashtags, and “give-value” content, turning the digital into the new talent pool for Hollywood, fashion weeks, top exec offices, or your next millionaire mentor. If you’re not leveraging this power, you could feel behind, but you’re definitely disconnected.

Speaking of brands, social media has supercharged personal branding and influencer culture. Today, a single viral moment can launch a lesser-known creator into international stardom, breaking down traditional gatekeepers or procedures in music, fashion, or tech. The line between celebrity and everyday person has blurred—your favorite influencer could be from your neighborhood (shoutout Kristin Cavallari, Laguna Beach 4ever <3), and reach millions worldwide. These digital icons are shaping trends, dictating what’s cool before it hits the runway, a radio station, or the knock off thrift store somewhere in some the latest “hottest” digital nomad escape.

While there’s certainly grief in traveling these days to exotic places and everywhere feeling somewhat similar to America – from the style to the mannerisms to the hustle for fame – at least there’s one less excuse to get on that plane if you’re a bit of a homebody. Who knew social media, which started as an online way to grow relationships and turned into a public way to share about last night – oops, #sorrynotsorry, would become a great equalizer? 💋

BY VICTORIA WEBER