Content creators: A media ecosystem where individuals become brands

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  Quantumrun Foresight
• August 2, 2022

Insight summary

The content creator economy is reshaping marketing, business, and even politics, as influencers with large followings become valuable for companies targeting younger demographics. These influencers are not only revolutionizing advertising but also creating new businesses and offering consultancy services. The growing influence of content creators is also changing educational curriculums, career choices, and the landscape of traditional media and politics.

Content creators context

The content creator economy consists of independent creators, ranging from vloggers to writers to artists to influencers, who establish various enterprises designed to commercialize themselves, their skills, or their products. This niche market also includes companies that offer services to these creators, such as content development tools and analytics platforms. The platforms that support the creative economy, such as YouTube, Instagram, and TikTok, also constantly add new features to lure influencers to use their applications (and, more importantly, these influencers' audiences). 

The creative economy allows individual creators to earn significant sums from their work, compared to working in more traditional jobs or as freelancers where their earnings may not be as substantial. Leading creators can earn over USD $100,000 per post, depending on the size of their audiences and chosen medium.  

Given the broad and amorphous definition of "creator," which could be anyone from hobbyists selling PDFs to experienced vloggers and graphic designers, estimating the size of the content economy can be difficult. According to data analytics firm Signal Fire, over 50 million content professionals operate within the modern content creator economy. Some of these creators have monetized their chosen platforms to the point where they have founded startups linked to the content creator economy. An example is Jimmy Donaldson, better known as MrBeast on YouTube, who founded Creative Juice in 2022 to provide banking and financial services to content creators.

Disruptive impact

As content creators garner large followings, they become valuable assets for companies looking to market their products and services. This trend is particularly strong among younger audiences like Millennials, Generation Z, and Generation Alpha. Businesses are therefore redirecting their advertising budgets from traditional mediums, such as television and print, to influencer channels, where they can engage more directly with these key demographic groups.

Influencers are not only changing the way products are marketed but also influencing the creation of consumer businesses and consultancy services. Their deep understanding of audience preferences and social media dynamics makes them ideal candidates for launching businesses tailored to these evolving tastes. Furthermore, as trusted figures, influencers are well-positioned to offer consultancy services to brands looking to navigate the complexities of digital marketing and audience engagement in an increasingly online world.

Looking toward the future, content creators' ability to reach and resonate with large audiences positions them as potential candidates for roles in news reporting and politics. The persuasive power they wield could be instrumental in shaping public opinion and driving social change, especially as they appeal to demographic groups like Generation Z and Millennials, who are expected to gain significant economic and social influence in the coming years. 

Implications of the content creation economy

Wider implications of the maturing content creation economy may include:

• Digital media platforms expanding further, leading to increased competition among tech companies for user attention and market share.
• The introduction of innovative monetary policies by media platforms to retain influencers, resulting in diversified revenue streams for content creators.
• A notable shift in career aspirations among younger generations, with more individuals opting for content creation, potentially leading to skill gaps in traditional professions.
• An escalation in the use of influencer-driven marketing strategies by businesses, leading to more personalized and effective advertising campaigns.
• Influencers transitioning into film and television, blending new media influence with traditional entertainment industries.
• A growing number of influencers entering politics, bringing a new dynamic to political campaigns and voter engagement strategies.
• Social media platforms facing increased scrutiny and potential regulation as their influence over public opinion and information dissemination grows.
• The content creation economy influencing educational curriculums, with schools potentially incorporating digital media skills into their programs.

Questions to consider

• Will “content creator” become a respected and established vocation in the future labor market? Or will content creation become an activity everyone participates in to some extent?
• Do you think young people properly educated about the viability and work involved with becoming a full-time content creator?