In the realm of content creation, where authenticity reigns supreme, a significant trend has been observed: many relatable content creators identify as introverts. This might initially seem paradoxical in a domain seemingly tailored for the extroverted, yet data and psychological insights offer compelling explanations for this phenomenon.
As I started exploring creatorship at UConn, I was determined to find the best content creators on campus. There were two initial challenges:
Challenge One: Most creators have a very specific niche, from exercise to poetry to fashion. There was no single location or group to source talent from in the same way you can source graphic designers or athletes.
Challenge Two: The majority of student content creators I found identified as introverts. This was a challenge because initially, the creators we identified were not eager to talk with their peers, alumni, or anyone else about what they were doing.
One of the first young influencers we found was Julie Lawson. Julie, known as @julielawfit on TikTok, is now a rising senior at UConn studying Communications. She started creating fitness and lifestyle content in December 2021, focusing on helping beginners get active with her "Shy Girl Workout" series. This series gained millions of views, propelling her to over 500,000 followers on TikTok. Julie emphasizes authenticity in her content, sharing personal routines and fitness tips while advocating for a personalized approach to fitness rather than mimicking influencers' routines.
In her first semester, Julie was timid and shy, visibly nervous to introduce herself and her brand to the various alumni guests we had each week. However, over the course of her undergraduate career, she has transformed into a confident young entrepreneur, eager to pitch Julie Lawfit to anyone who would listen, including peers, alumni, and brands. Her journey to confidence involved small, consistent steps. We helped her practice her elevator pitch, articulate her brand’s purpose, and expose her to different audiences. Over time, she gained confidence and became impressively articulate about her accomplishments, the value proposition of her brand, and her future aspirations. Two years later, Julie has successfully built recurring revenue streams and serves as a mentor to her peers on how to grow their brands.
Working with Julie and other introverted creators has led to insights on best practices to support these talents. First, creating a safe and supportive space where they feel comfortable expressing themselves is crucial. This can involve offering opportunities for one-on-one interactions rather than large group settings, where introverts may feel overwhelmed. Encouraging them to take small, incremental steps towards public engagement, such as practicing elevator pitches in low-pressure situations, can gradually build their confidence. Second, providing mentorship and constructive feedback tailored to their unique strengths can help them articulate their brand’s purpose and value.
Introverts possess several innate qualities that make them exceptional content creators. Their natural inclination towards introspection and self-reflection often results in content that is deeply thoughtful and authentic. This introspection allows them to connect with their audience on a more personal level, offering insights and perspectives that resonate on a deeper emotional plane. Additionally, introverts are typically great listeners and observers, skills that enable them to understand their audience's needs and preferences more acutely. Their ability to focus intently on their work leads to high-quality, meticulously crafted content that stands out in a crowded digital landscape.
Despite societal biases towards extroversion, introverted content creators are making their mark. Data from a global survey by LinkedIn revealed that introverts in creative roles were just as likely as their extroverted counterparts to advance to managerial positions, suggesting that their unique approach to content creation is both recognized and valued.
This insight has led me to two big questions: How do we get creative about sourcing this innovative talent, and what models or formats can be leveraged to accelerate the growth of these talents?