There’s a 75% chance someone between the ages of 6 and 17 will say they want to be TikTok or YouTube famous when they grow up…scary as that stat may seem, it’s for a good reason.
The creator landscape has shifted greatly. So much so, the pros call it the Creator Economy. So what’s going on in the Creator Economy? Let’s get into it.
Goodbye influencers. Hello creators.
It’s nothing new that consumers trust other people, thus the influencer was born. But as influencers became a stereotype of bought-off brands themselves, creators as a whole had to become more independent.
Creator marketing is still widely popular because of this. Creators are making their brand partnerships more personal and it’s making it more authentic.
The New Creator:
Because the Creator Economy is going so independent, there are some changes brands need to be aware of if they want to utilize creator-based marketing. And creators getting started need to be aware of the shifting standards.
Here are the main creator-driven changes happening today:
- They’re steering away from social media channels and using direct communication.
- They’re building communities, not just follower counts.
- They’re niching down and curating content for specific audiences.
Luckily, even with creators going independent and niche, there are still platforms out there to help navigate everything! #paid specializes in connecting brands to their perfect creator matches. Hear more about the Creator Economy on their Banknotes blog post.