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Influencers once defined social media — polished, aspirational, and easy to dismiss. But a quiet shift is underway as the influencer era gives way to the “creator economy”, where talent, rawness and authenticity are at the fore. People sharing niche passions are now building followings in the millions and turning their interests into livelihoods. But can this new world really deliver on its promise — or is success still reserved for the lucky few? To find out, reporter Osman Iqbal recruits three online rookies: Emily, a potter and stroke survivor, Alun, a beard historian and Danyah, a veteran theatre performer. Each has talent, each has a story, but all are social media novices. Will authenticity and creativity be enough to cut through in a world controlled by algorithms? Or will the lure of visibility and the pressure to perform overwhelm them before they’ve even begun? Presenter: Osman Iqbal  Editor: Matt Willis  Sound: Tony Churnside  Production co-ordinator: Brenda Brown