Creating content is easier than ever in 2022, with a rapidly growing creator economy that companies in the digital space can tap into. The fastest growing “creator economy” refers to micro-entrepreneurs creating content as a business. It’s an industry built by over 50 million independent content creators, curators and community builders, including social media influencers, bloggers and videographers. It includes people of all ages from all over the world, creating content for money in hundreds of languages.
You can make the most of this industry by creating quality, personalized content for your consumers without spending extra money on celebrity exposure, gear, or space. Most likely, you will already have a digital existence on major social media channels like Instagram and YouTube and be able to leverage content creators on these platforms to bring more credible and personalized content to your business through collaborations, social media marketing, and more. influence and paid promotions.
As content consumption across all platforms grows, you need to keep up with demand by constantly creating fresh, relevant content. Therefore, understanding trends in the creator economy can help you build your approach.
Independent and credible content – Content creators as a micro-entrepreneur
Content creators become founders and business owners, sometimes even with small teams to help create and promote content. Instead of creating exclusive content for one company, the idea is to be independent and create bespoke content for a range of different companies. Typically, most creators like to create a personality and brand for themselves that can be monetized, which inevitably becomes the main selling point. It can also bring some serious credibility as they are seen as genuine users of a brand rather than paid celebrities promoting whatever is given to them.
Influencer Marketing and Support Agencies
As influencers and their followers multiply, so do the marketing agencies that support them. Influencer marketing agencies offer visibility, a platform for discovery, and often the tools to create content, such as a fully equipped studio, recording and editing tools, software, etc. They also connect potential high-growth influencers or content creators with businesses looking for similar content, further boosting the overall growth of the economy. Depending on your needs, you can either approach a creator directly for your content or go through an agency.
Direct Fan Funding
Another rapidly growing trend in the content economy is that creators are gaining popularity outside of the realm of media they create. For example, ten years ago the only source of income for bloggers on YouTube was what they earned from the platform itself, based on the popularity of their content. Today, those same bloggers are earning not only through YouTube, but also through brand sponsorship on Instagram, Snapchat, and other social media platforms, or even directly from their fans, through channels like Patreon, GoFundMe, and Kickstarter. You can choose the best content creators for your brand based on the social media you already exist on and choosing popular or trending creators in that space.
The digital technology industry is a sector fueled primarily by the creator economy. Creators are constantly looking for better, faster and easier tools to create and edit their content. The last few years have seen everything from more diverse filters to better recording technology to user-friendly editing software. Gone are the days of having to record and edit long videos for hours to create five minutes of content. Today, creators can create short makeover videos with filters in apps like Instagram and TikTok without using any external editing software. Additionally, content creation tools like Adobe Premiere Pro, which includes Photoshop and Illustrator, provide the ability to edit long-form content efficiently and easily. The tools as such help you effortlessly choose the one that best suits your brand content needs and get content on demand.
The metaverse is also postulated as the future of digital interaction. We believe brands need to prepare now to make the most of the many opportunities, such as immersive customer experiences and internal business process efficiencies. It’s an exciting new era that’s about to change the way we work, play and connect. Our 3D and immersive collaborative content creation products, such as Adobe Substance 3D and Adobe Aero, are industry leaders in creating today’s immersive experiences, including games, immersive commerce and environments. of augmented reality.
If there’s one undeniable fact about the COVID-19 pandemic, it’s that it’s lit an almost unfathomable fire in the content space. Never before has the world seen content consumption like during the pandemic, and countless companies have further fanned the fire by using it to their advantage. If there was ever a time to focus on content marketing, it’s now.
Recent years have seen the birth of many new-age media platforms and developments in existing ones, leading to shorter content that is easy to create and easy to consume. As a result, many media platform users have started spending longer periods of time, consuming more and more content, and increasing the need for new entrants into the creator space. This, in turn, has led to a growth in the number of creators, creative tools, and agencies.
You have endless choices when it comes to choosing the right creators for your brand and you’ll never have to settle for mediocre content for your business again. The sky is the limit for what creators can do in this space and how you can benefit from their innovative work!