Reputation Beyond the Feed: Why the Algorithm Rewards Numbers, but the Market Rewards Identity
by Martina Riccitelli
From the trap of virality to the boldness of identity: how tuning and predictive scouting transform the Creator Economy into a lasting value asset.
The Creator Economy market in 2026 has reached a point of structural saturation. The ease with which content volumes can be generated has produced a plethora of interchangeable talents—clones of existing formats chasing virality as their sole KPI for survival. For a company, navigating this jungle often means risking an association with “meteors” that lack a real voice of their own.
The cost of doing a “begging communication”
A clear warning sign for every brand manager is the spread of so-called begging communication. Many creators, driven by the performance anxiety imposed by platforms, have reduced their storytelling to a continuous plea for support: likes, shares, comments.
This approach generates fleeting attention that rarely translates into recognition or trust. Virality is an isolated peak, often the enemy of long careers and the reputational stability of creators. Conversely, a solid community returns because it finds intrinsic value in the content, not because it is prompted to do so. Identifying profiles that shun this pattern is the foundation of any forward-thinking scouting strategy.
Predictive scouting: the farmina collaboration case study
The ability to intercept talent before their rise becomes obvious transforms communication into a competitive advantage. At Spencer & Lewis, this process is based on observing weak signals: we look where others are not yet looking.
A concrete example of this method is the collaboration activated with Justus Reid for Farmina Pet Food. Justus is an American who chose to break the mold, leaving his life in the States and moving to the Balkans to renovate an abandoned ruin with a minimal investment. Through the daily chronicle of his “€5,000 house,” he transformed a complex renovation into a global narrative hook. His community follows every step and every setback with anticipation, drawn to an extraordinary action that reflects authentic boldness. We identified him precisely during this growth phase, analyzing the solidity of his storytelling well before he became a profile sought after by major players
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Our action was guided by strategic timing: upon the occurrence of a real event consistent with Farmina’s values—the adoption of a stray cat—we created the entry point for a long-term partnership. Instead of a classic one-off activation, we positioned the brand as a technical partner in the cat’s growth journey. Through continuous support from a Genius consultant and the definition of a personalized nutritional plan, Farmina enters Justus’s narrative as an indispensable ally.
Arriving before the competition allowed us to transform a real-life moment into a lasting business asset, where the brand does not “occupy” the creator’s space but enriches the story with a service of real value. This is proof that the foresight of a strategic partner remains the only true accelerator in a saturated market.
From post management to value management
Investing in a creator today means betting on a journey, not a single piece of content. The role of the consultant shifts from mere contract “delivery” to the ability to govern the strategic value of digital marketing activities, making brave decisions: discarding popular but insignificant profiles to make room for those with a vision.
Collaborations that impact business are those that respect the identity of both parties. Choosing quality of language over the volume of clamor is a strategic choice that protects the budget and strengthens brand positioning. In a saturated ecosystem, the only true form of boldness is intentionality: knowing exactly why a face is chosen and what story you want to build together.
Beyond the performance horizon: the future is intentional
In 2026, irrelevance is the natural cost for those who blindly rely on the algorithm. True foresight lies in the courage to disconnect from the noise to tune in exclusively to one’s own identity. At Spencer & Lewis, we govern this transition: we transform communication from a simple exercise in visibility into a pillar of corporate reputation. We do not seek the consensus of a moment, but build the resonance of a journey. Looking beyond means stopping being spectators of the market to finally become its decision-makers.
