Reputation management goes far beyond rebooting a tarnished online image. In a media-saturated world, there are benefits to actively amplifying our reputations — and our voices. We can all create a strategically curated, impactful public image using one, two or more widely used channels. The most successful GenZ and other influencers use them. Everyone can learn from their approach.
Take Kyla Scanlon, a 27-year-old economic commentator known for coining the term “vibecession.” She’s captivated audiences through her analysis on platforms like TikTok, Instagram, YouTube, and Substack. (She was just featured in The Wall Street Journal and has attracted an agent and book contract.)
By embracing these channels, she has carved out a unique niche in economic discourse, positioning herself as a trusted voice for her generation. Her strategy highlights the significance of engaging content, particularly through podcasts and videos, which resonate deeply with audiences.
Podcasts serve as a valuable medium for those looking to amplify their expertise. Through her podcast, Scanlon takes her audiences deeper into topics like monetary policy and consumer sentiment, fostering a community of listeners. Her reach has earned her attention from notable figures, including White House officials, underscoring the credibility she has built through providing consistent and informative content.
Substack newsletters have emerged as a powerful tool for writers and commentators to connect with their audience. By publishing free and paid content there, Scanlon not only shares her economic insights but also cultivates a loyal following that appreciates her unique perspective. Her ability to blend personal experiences with economic concepts makes her content relatable, establishing a strong bond with her readers.
Video has become the media form of choice in the age of social media. (On LinkedIn, one-minute videos are highly popular.) It’s not all would-be influencers following trends or videos of dogs and cats. Social video can also be an important and highly accessible way to amplify your presence. Scanlon’s TikTok videos, which include skits and educational segments, demonstrate how video can demystify complex economic concepts, not only enhancing visibility but also positioning you as a relatable figure.
If you think this approach only works for members of GenZ, think again. Even prominent members of the legacy media are using these platforms to expand their audiences and build their own brands. Former Vanity Fair editor Tina Brown, for example, has launched her own newsletter on Substack, “Fresh Hell,” which gives her the opportunity to write about her ideas and observations with the freedom to have fun and be herself, while also controlling the content that comes out under her name.
If you need to boost or reboot your online presence, these modern communication channels are essential tools. It takes time, effort, and most importantly, strategy. But if you ever question whether the rewards can be worth it, just look at Kyla Scanlon.