Have you ever scrolled on your favourite social platform and wondered how your favourite content creators make a living by sharing their life online? Or why TikTok trends are now the backbone of modern marketing strategies? This blog will deep dive into the content creator boom and explore what the changes are happening to the digital marketing world as a result.
How did the Content Creator boom begin?
The content creator boom started during COVID-19. With people spending more time online and traditional jobs becoming less appealing, people turned to creating content; platforms like Youtube, TikTok and Instagram saw up to a 48% increase in the number of creators. Our need for human personal connection drove this growth during the pandemic.
What’s helping the Content Creator boom?
So, what are the factors facilitating the content creator boom? One is investors pouring money into influencer-led ventures and tools designed for creators, another factor is monetisation tools, sites such as Patreon, Ko-Fi and Gifts on TikTok have made it easy for creators to earn money from their audiences. Decentralisation of projects involving NFTs and DAOs are also providing
new ways for creators to earn and engage.
What does this mean for modern marketing?
Well, in one word authenticity. As Gen Z join the consumer pool they don’t want to feel like they’re being marketed to, they want an authentic, relatable voice. User-Generated Content has rapidly become a key marketing strategy, ads made by creators that feel like a friend’s recommendation. Influencer driven campaigns are also at the forefront, with brands opting to use popular creators to promote themselves, matched with the humour and the relatability of the influencers original voice.
The shift to marketing with content creators is essential for any brand wanting to grow. 61% of consumers now trust content creator’s recommendations over clearly branded social media content and as of early 2024 there were 206.9 million content creators worldwide, showcasing their enormous reach and influence in the digital marketing industry.
So, if you fancy becoming a social media creator, following our insights will definitely help you to
become a success!
