Category management, once a buzzword in traditional marketing, is now reshaping itself in the age of social media. If you’ve studied Marketing Management by Philip Kotler (9th edition), you’ll remember the chapter where category management was introduced as a vital concept for brands in the 1990s. While marketing managers back then focused heavily on the broad principles of marketing, category management offered a sharper lens—managing products, audiences, and positioning by category.

Fast forward to today, and the same principles are alive on Instagram, TikTok, YouTube, and beyond—only the categories have changed. Instead of supermarket aisles or retail shelves, the new categories are bloggers, influencers, content creators, and UGC creators.

From Style Bloggers to Influencers

When Instagram first launched, it wasn’t about polished campaigns. The app was built for real-time smartphone photography—capturing moments, applying filters, and instantly sharing with friends. This simplicity gave rise to the style bloggers, who began documenting fashion, lifestyle, and their daily inspirations.

Many of these early adopters were aspiring models who didn’t fit the rigid beauty standards of traditional fashion industries. Social media became their runway, offering a platform to showcase style and creativity. Soon enough, audiences started following them religiously. That’s when influencer culture was born.

Brands noticed—and the first wave of influencers started receiving sponsorships, collaborations, and paid campaigns.

The Rise of Content Creators

As bigger brands entered Instagram and Facebook, they brought along professional creative teams—directors, high-end photographers, videographers, and editors. The visual game changed overnight. Content from global agencies began competing with raw, authentic posts from real people.

Out of this shift came the content creators—individuals or small teams who blended authenticity with creative skills. Unlike influencers who focused on storytelling and lifestyle, content creators leaned into photography, videography, editing, and building unique digital experiences.

Studios like ours — Studio Asiemik — represent this generation. Working with small teams and lean budgets, content creators carved out their space in the digital world by focusing on agility, creativity, and authenticity.

The Power of UGC Creators

Enter the UGC creators (User-Generated Content creators). This is where modern category management shines.

UGC creators specialize in making content that feels authentic, relatable, and created “by real users.” Unlike agency-produced ads, UGC campaigns blend seamlessly into feeds, making audiences trust the product more. The secret? Category focus.

• An individual creator with €100 can produce impactful UGC.
• A big agency with €100,000 might struggle to achieve the same “authentic” effect.

That’s the beauty of this new content category—creators who stay in their lane, understand their audience, and deliver value in ways big agencies can’t replicate.

What This Means for Entrepreneurs and Brands

The lesson here? Principles never die.

The same ideas from Kotler’s Marketing Management (1990s edition) apply today—only the categories have changed. From style bloggers to influencers, from content creators to UGC producers, each plays a role in shaping digital marketing trends.

If you’re:

• A startup entrepreneur,
• A small business owner, or
• An individual building your personal brand,

…understanding these categories is crucial. Focus on where your strengths lie and manage your marketing accordingly.

Final Thoughts

The world of social media evolves fast, but category management remains timeless. Whether you’re an aspiring content creator or a brand trying to stand out, remember this: it’s not about competing in every category, it’s about owning the right one.

And if this article inspired you, let’s connect. At Studio Asiemik, our mission is simple: to make you popular, one post at a time.

STUDIO ASIEMIK
studioasiemik@yahoo.com
www.studioasiemik.com

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