Kennedy is among the many social media influencers who have launched business models that are not dependent on the platforms—Instagram, TikTok—that fueled their rise. Influencers can fall into the trap of essentially being “Uber drivers for Instagram or TikTok,” says Sean Branagan, director of the Center for Digital Media Entrepreneurship at Syracuse University. “You’re waiting for the assignment and the money; you’re not in control of where your business is going.” Kennedy has monetized her social media following by creating an affinity group—rather than seeking mass appeal—and she “cares for, stimulates, and advances” her audience with her paid offerings, Branagan says. “What she has is a magic potion, and it’s about more than her face and name.”
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Kennedy says she never set out to be a founder; the Good Inside business grew organically out of the positive response she received on Instagram from parents, and her sense that they needed her help. “Parenting is the hardest job in the world,” she says. “It’s the one we care the most about, and it’s the one we’re given the least education and support for.” Today’s parents are seeking to improve their skills at home the same way they might hone their management skills at work, she says: “Parenting,” she explains, “is the ultimate form of leadership.”
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