The Creator Economy is the physical and digital marketplace shaped by content creators who build and grow their brands and business opportunities by leveraging their audience. New technology and tools have increased the ease and pace with which individuals are turning their passions into profitable pursuits.

In the Creator Economy, the power is in the hands of the creator, not the corporation. 

According to The Drum, this is because “every creator can now reach their target audience directly, without the assistance of a third party.” Big brands take user-generated content seriously- they recognize that it is a great way to tap into new and creative ideas. It takes advantage of the skills and passion of people who are enthusiastic about its products. 

Businesses should be looking at how to tap into the Creator Economy to grow their reach and expand their brands. Here are three reasons why your business should be looking to leverage the creator economy in 2022:

ACCESS

The widespread use of social media and the proliferation of smart devices (phones/tablets, etc.)  makes it relatively easy for anyone with one of these devices to participate in the creator economy. It’s never been easier to create and distribute any type of content. People have more freedom, more expression, and more avenues to express their passion and monetize it. 

Unlike in the past, technology is an aid, not a barrier. The young generation coming of age today has grown up with smart technology and they understand it well. Native tools within the platforms themselves have been developed and deployed to make it easy for anyone to join in on the content making fun and profitable. There is also more training and documentation available than ever. 

Businesses have grown up in and based around these technologies. An entire generation has come of age with this technology. Speed to embrace these technologies has led to opportunities to grow rapidly, taking advantage of changes in how information is consumed and sales are made.

All of these factors mean the Creator Economy has arrived, not just in terms of cultural awareness, but in terms of viability for how business is done in today’s world.

ABILITY TO TELL NEW, UNDISCOVERED STORIES

The Creator Economy has revolutionized brand storytelling and has allowed for stories that were unheard or overlooked to now be heard and amplified. This is truly a time when almost anyone can get the word out about what they are doing with great effect. Those who were marginalized or disenfranchised can now level the playing field like never before by finding an audience eager for their message and creating content that inspires and informs them. 

You would not believe what some of the most popular YouTube channels are. What we have found is that there is an audience for almost anything.  It also allows content producers to quickly and affordably create all different types of content, creating, splicing, and repurposing, all the while gathering valuable data at every touchpoint to improve reach and resonance with their audience. Consistent creators have refined their craft and this level of proficiency and prolificness is attractive to businesses who need to get in front (and stay in front) of their prospects and customers.

ABILITY TO MAKE MORE PERSONAL CONNECTIONS

Because content that is deployed on social channels can be designed to stimulate conversation and two-way engagement, as opposed to the heavy-handed one-way communication of traditional media, there is an opportunity for greater connection between brand and audience. Instead of messaging to prospects and customers in a one-way, top-down mode, as was the case in the days of traditional media, social media creates the opportunity for two-way, side-by-side communication that promotes personal connection, partnership, and shared value.

Content today is built around moments, the moments that make us laugh, make us cry, make us angry or make us beam with joy. These are the moments that are seen, discussed, and shared. The ability to share these moments is what makes Creator Economy branding so enticing to any brand. Anyone can capture, create and celebrate these moments through modern media tools and technologies.

Businesses should investigate and invest in the Creator Economy. The use of creators allows big brands, including those in traditionally uncreative fields to be seen as creative, innovative, and fun. It allows Creators to expand their craft and share their perspectives with wider audiences. 

The Creator Economy presents unparalleled opportunities to make and also monetize their content. It represents new opportunities for the business and the creator, a true “win-win” situation. 

Enthuse Creative Can Help

Enthuse Creative can help your brand explore leveraging the Creator Economy to develop branded content that helps your business achieve its goals. Reach out to us today for a free consultation.