Digital content creation is no mere hobby: it’s a career with the possibility to shoot content creators up to stardom. Additionally, the growing influence and popularity of these internet talents redefine specific consumers’ behaviour, making it impossible to ignore their impact.
So, while people pursuing goals in the sphere of content creation are not only profiting themselves, they are also benefiting others. They have become one of the main sales funnels. When ads and commercials no longer take the lead, it’s crucial to understand how the creator economy pushes different consumer behaviour and how it becomes a successful business for the creators themselves.
Defining the creator economy
The creator economy encompasses all platforms where people showcase their digital content to audiences. It might be YouTube, filled with millions of videos, or a website like DeviantArt, where people can share and monetize their art.
Specifically, content creators form closer bonds with their audience. In turn, people trust them and believe them to be credible. This relationship opens an array of paths for content creators to make money, either from people admiring and purchasing their work or more indirectly. The latter can refer to forming opinions about products and influencing the way others view them. As a result, a negative or positive review from social media marketing can significantly impact sales.
What changes in terms of marketing?
Companies and brands capitalize on the popularity of influencers. Sometimes, opinions on products can be shared naturally, with a creator promoting it without any reward. In these cases, you can notice freelancers being honest and unfiltered, frequently stating that no affiliation is influencing their words.
However, it’s more common to see creators mentioning products that they have been sponsored by or are affiliated with. And according to a Matter Communications study, such reviews have become more effective in shifting people’s perception and helping them decide whether a specific item is worth purchasing.
Several reasons influence this shift:
- Customers are looking for authentic and more real voices from real people as opposed to scripted commercials.
- Content creators typically fall into specific categories. For example, a channel focused on tech gadgets can recommend various devices more naturally. In turn, beauty or makeup influencers can easily integrate their promotions into their work. So, it’s easier to target specific consumers who are genuinely interested in products.
- Consumers can engage with content creators, asking them questions about products. Additionally, if other people love the product, their agreeing comments boost the creators’ messages.
- People generally spend more time scrolling social media instead of watching TV or sitting through commercials. Thus, their primary source of information and purchasing ideas comes from these sources.
Creators’ honesty and disclosure
The issue of undisclosed influencer marketing has made consumers more wary of content creators’ recommendations. Instead of marking sponsored posts or videos, creators conceal their partnerships, likely to make their promotions seem more genuine. However, such deceptive practices don’t go far, and it’s easy to lose your credibility online with just one undisclosed sponsorship.
So, if you’re planning to emerge as a content creator, sponsorships and affiliations might become your bread and butter. However, it is your responsibility to adequately disclose them, especially given the different guidelines influencers could violate (such as the FTC).
Earning as a new content creator
As mentioned, content creators can use different means to earn from their work. That includes selling their work, such as online courses, e-books, templates, or art.
In other cases, consider turning to your community through subscriptions and memberships to share exclusive content, or by having a Patreon where fans can show their support. With a bigger following, you can embark on the quest to create and sell merchandise or use your social media platform to position yourself as a consultant.
Of course, many creators start with built-in monetization options (such as ads) that they can integrate via their platform (such as TikTok). After all, creators unlock many earning opportunities once they gain momentum and a loyal audience.
Before that, you can take your time to prepare your setup, such as picking up apps to earn free money for buying equipment (such as a better camera and microphone). For example, you can share unused bandwidth, pick up some work (freelancing or more niche gig economy), or sell unused items. With this fund, invest in your content creation strategy to create the best content to attract brands that offer sponsorship.
Without even realizing it, content creators have become one of the main factors impacting consumers’ purchasing decisions. With the thriving content creator economy, it’s relatively easy to secure sponsorships and generate sales through affiliate links. Yet, while many creators could accept deals from brands without much thought, it’s always respectable to hold yourself to higher standards. Avoid partnering with problematic companies or those whose products you cannot genuinely vouch for.
