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Long derided, influencers (that we finally accept to call content creators) are taking a more and more important place in our society. They are at the heart of our daily lives (information, leisure, discovery, meetings, etc.) and are therefore becoming pillars of marketing and important levers for brands. Passion Media reviews with you the expected trends for the creators’ economy in 2022.
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Content monetization is underway
For a long time, content creators based their income mainly on partnerships with brands. These carried considerable weight, and were the means to make their business viable. Things are changing. Today, they multiply opportunities. Creators are present on many platforms, with various formats, and many ways to monetize their activity (paid subscription as on MYM or Patreon, sponsoring as on all platforms, remuneration by the number of views as on Youtube, etc…).
The creators’ economy is getting structured
The creator economy is growing. One of the main reasons? Internet users are more and more numerous and spend more and more time on different platforms (Twitter, Twitch, Discord, TikTok, etc…). They use them to create links, find inspiration, be entertained, get information. In short, for various purposes. They go there for a specific purpose and are therefore particularly active and attentive. This is a real boon for brands and content creators who can capitalize on the audiences they have created.
Technology at the service of influencer marketing
This is a complicated sector to analyze, as it is constantly evolving: technologies change every day, new content creators emerge every day, brands’ strategies change, Internet users’ attention evolves… The main way to objectively analyze this sector is therefore to rely on databases. However, some specialists believe that this approach will become less and less relevant and should gradually give way to technologies such as artificial intelligence (AI) and machine learning to increase the return on investment (ROI).
Increasingly precise targeting
Technologies (and especially AI) allow for an increasingly precise and technical approach. It allows you to turn precisely to a target defined beforehand, by the right media and with the right message. Still far from perfect, this approach is evolving quickly and should become preponderant in the coming months. In fact, a new part of the economy is emerging in this area. We can see everywhere that companies are being created to help brands analyze the audience of content creators in order to monetize it in a relevant way. We finally find what we saw in the more traditional media (television, radio, etc…).
New content creators emerge
There is still one target that was particularly complicated to reach until now: young people. Indeed, brands had to face a certain number of constraints (notably legal and ethical). This could change quickly. Indeed, the news has particularly challenged this aspect. In the United States, university athletes, who were previously limited in promoting their image, now have free rein. This leaves room for the arrival of new content creators, allowing to reach this famous generation Z. And the sauce is taking. For example, we saw the American women’s rugby team hit all the media in the country, thanks to a viral video shared on TikTok. In short, the content creation economy is still evolving and adapting.
New content creators emerge
There is still one target that was particularly complicated to reach until now: young people. Indeed, brands had to face a certain number of constraints (notably legal and ethical). This could change quickly. Indeed, the news has particularly challenged this aspect. In the United States, university athletes, who were previously limited in promoting their image, now have free rein. This leaves room for the arrival of new content creators, allowing to reach this famous generation Z. And the sauce is taking. For example, we saw the American women’s rugby team hit all the media in the country, thanks to a viral video shared on TikTok. In short, the content creation economy is still evolving and adapting.
The influencer marketing of tomorrow
Gone are the days when content creators were assimilated to modern-day teleshopping salesmen. They are on the way to being recognized as the foundation of a new media that will determine the coming years. Their weight is now at least as considerable as that of traditional media (television, radio, billboards, etc.). It is still today a craft industry of marketing which is destined to develop in an exponential way thanks to new technologies and to the experts who are part of it.
