In twelve years, our President may be a Youtube star! Oh — let us hope not. Did you know that most of today’s influencers are just single person start-ups? What makes them unique is their ability to spot trends and then experiment with the latest formats and platforms. In doing so, they consistently work building an authentic connection with their audience. By paying close attention to their channel analytics, they can figure out how to distinguish themselves to stand out in a crowded media environment while continually producing constant new content. They are the future, and we must not dismiss them. It is not just about taking selfies and editing their Instagram stories; many are holding business meetings about partnerships and signing sponsored content deals.