{"id":97343,"date":"2022-02-17T09:04:23","date_gmt":"2022-02-17T09:04:23","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&p=97343"},"modified":"2024-09-15T20:40:37","modified_gmt":"2024-09-15T20:40:37","slug":"create-five-predictions-for-the-creator-economy-in-2022-source-fast-company","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/create-five-predictions-for-the-creator-economy-in-2022-source-fast-company\/","title":{"rendered":"Five Predictions for the Creator Economy in 2022 | Source: Fast Company"},"content":{"rendered":"\n
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Galleria degli Uffizi, “The Birth of Venus,” c. 1486, Alessandro Botticelli (1445-1510), photo by Frans Vandewalle<\/figcaption><\/figure>\n\n\n\n

\u201cThere\u2019s never been a more pronounced focus on the creator economy.<\/strong><\/p>\n\n\n\n

\u201cMonetizing digital content is nothing new, but the pandemic turbocharged the sector as people turned to social and subscription platforms to supplement their income during stay-at-home measures \u2014 or out of boredom like many TikTok stars who joined the growing platform as something to do and found a full-time career.<\/strong><\/p>\n\n\n\n

\u201cThat momentum from 2020 has only increased this past year.\u201d<\/strong><\/p>\n\n\n\n

Source: KC Ifeanyi, Fast Company<\/em><\/a><\/p>\n\n\n\n

AT A GLANCE:<\/h3>\n\n\n\n

Fast Company<\/em>\u2019s KC Ifeanyi examines the burgeoning creator economy, which has continued to gain momentum since the beginning of the COVID pandemic. She offers five predictions for the turbocharged sector that we can expect throughout 2022.<\/p>\n\n\n\n

Creator funds aren\u2019t going away anytime soon, she says, but they aren\u2019t necessarily a source of stable income for creators.<\/p>\n\n\n\n

\u201cAt this point it\u2019s become table stakes to have a creator fund,\u201d says Kaya Yurieff, who covers the creator economy for The Information<\/em>. \u201cWhat I hear over and over again from creators, though, is that unless they had a huge viral month of video views, it really doesn\u2019t move the needle.\u201d<\/p>\n\n\n\n

Alessandro Bogliari, cofounder and CEO of Influencer Marketing Factory, agrees. \u201cWhat social media [platforms] sometimes don\u2019t understand is that social media is not just about the features and the money, it\u2019s about the community,\u201d he says. \u201cIt\u2019s about what you can create and how long can you stay there? Of course, some [creators] want to get the easy money and run away, but the others that want to do that as a job, they want to be sure that they can get more out of it, more on a monthly basis than just getting one big payment.\u201d<\/p>\n\n\n\n

Brands are also getting in the game by using creators to reach niche audiences, Ifeanyi says, noting that \u201c31% of creators cited influencer marketing as their main source of income.\u201d The data shows this is an effective approach, with 73% of Gen Z Americans seeking brands that understand them, while 76% want a brand that\u2019s accepting of different identities and experiences \u2014 \u201cprecisely where content creators at various levels of reach are bridging the gap,\u201d Ifeanyi writes.<\/p>\n\n\n\n

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CRUSHING IT IN THE CREATOR ECONOMY:<\/strong><\/a><\/p>\n\n\n\n

The cultural impact a creator has is already surpassing that of traditional media, but there\u2019s still a stark imbalance of power between proprietary platforms and the creators who use them. Discover what it takes to stay ahead of the game with these fresh insights hand-picked from the <\/em>NAB Amplify archives:<\/em><\/strong><\/p>\n\n\n\n