Social media activism creates opportunities for grassroots movements to evolve and expand. Some of the best-known examples are the Ice Bucket Challenge, #MeToo and Black Lives Matter, all of which involved successful social media movements (SproutSocial).
So, how do creators and influencers with a cause go about making a difference?
Influencers with a cause
James Dean was a rebel without a cause, but nowadays social causes are top of mind for creators, according to Adobe’s ‘Creators In The Creator Economy’ global study.
It shows that race, gender and LGBTQIA+ issues are uppermost in the minds of Gen Z creators. The insights like this into what matters to different age groups is fascinating.
Younger generations are more troubled by diversity, equality and inclusion issues, while boomers are more concerned with climate change, social justice, food/housing security, and the conflict in Ukraine.
Do creators take action on social causes?
Well…yes, but less in the way of creation than might be expected. Creators are active in advocating for social causes — they discuss causes that concern them with friends/family, express opinions on their stance online, and donate/raise money.
However, only slightly more than a quarter (28%) use their content creation abilities to create original content advocating for particular causes.
Does creating social cause content make a difference?
“Yes” is the answer from creators across the board, who believe that online content makes a big impact on social causes. This is highest among influencers and social cause creators.
The Adobe study revealed that increasing awareness and making it easier for people to voice opinions on social movements ranked highest as ways that online content can advance social causes.
Do social causes affect creators’ income?
This is a legitimate concern, but the word on the Adobe street is that creators can monetise social cause content, despite it being potentially sensitive in nature.
Influencers with a cause were also found to embrace social cause activism rather than shying away from it.
Hats off to Adobe for a fascinating study about creators’ activities and concerns, and trends in the creator economy.
Creators enjoy the activities that are the focus of their content. They derive pleasure from sharing their work with others and receiving appreciation for their creativity.
Plus, the more time they spend creating content, the happier they are.
Is posting daily more fulfilling than making money?
In an earlier blog post, we looked at the drive that creators have to earn money, both from being an influencer and owning a creative business. So, how much influence does making money have on a creator’s mood compared to sharing their content online?
Well, Adobe’s study shows that creating social media content on a daily basis drives as much happiness as making money.
Sounds too good to be true. Is it?
Being a creator is not without its challenges to maintaining a positive mood. Social pressures and the demands of creative work can be difficult for creators to balance, with an average of 37% of creators saying social media causes them anxiety. This was highest among influencers (52%) and business owners (57%).
Another interesting finding is that 38% of creators say creating content as part of their work negatively impacts on their ability to be creative. This, again, was felt most strongly by influencers (58%) and business owners (60%).
So, why do they keep creating?
No job in the world is without its challenges…and we all need motivations to move us forward during times of stress. Creators find that creating content fuels their creativity and personal fulfilment, and this is their driving force to continue creating.
To own a creator business or to be an influencer? That is the question! It’s not as profound as “To be or not to be?” nor as difficult a choice as “Daddy or chips?” But it’s a key decision in today’s content-focused world…and the landscape might surprise you.
Adobe’s ‘Creators In The Creator Economy’ global study found that, in the countries surveyed, only about 14% of creators are influencers…while approximately 40% of creators aspire to own their own businesses.
The group with the highest percentage (15%) of individuals aspiring to be both an influencer and a business owner is millennials!
Is this true globally?
The study showed cultural differences in the aspiration of creators. The US (35%) has the highest percentage of creators who want to be influencers, followed by Brazil (34%), then the UK (30%).
Meanwhile, a higher proportion of creators in South Korea (49%) want to become a business owner than any other country, closely followed by Brazil (47%). France is in third place in terms of its creators’ business ownership aspirations (40%).
Why don’t more creators want to be influencers?
Why wouldn’t you want to be an influencer? Free stuff! Access to red carpet events! Lucrative brand partnerships! Well, one reason could be the amount of dedication and time required to achieve that status.
Influencers, on average, work an additional 6 hours per week compared to general creators. 41% of influencers post on a daily basis, which is approximately twice as high as general creators, with 89% of the former posting at least weekly…again 21% higher than the latter.
Influencers also have more creative skills: on average, they engage in 4 creative activities compared to 2.8 for general creators.
How much do influencers earn?
The good news for influencers is that the hard work and dedication pays off. They earn most of their income from their creative endeavours and are earning as much as some of the top professions.
The Adobe survey revealed significant differences in the level of income from content creation in different countries.
In the UK both creators and influencers earn much higher fees than other places, at $113.19 and $146.86 per hour respectively. The country with the second highest rates of pay for content creation is Germany: $90.68 for general creators and $126.61 for influencers.
Brazil delivers the lowest rate of compensation: creators earn $27.12 for creators while influencers make $35.01 per hour.
In a previous blog post, we explored whether happier creators produce more content. So, is the quest for happiness the motivating factor behind content creation?
A creator “isn’t afraid of experimenting and expressing themselves,” — that’s according to Adobe’s ‘Creators In The Creator Economy’ global study, which found that freedom to express oneself is the number one motivator for creators.
“It looked fun” was the second reason, followed by a desire to explore an interest or passion.
So, it seems the key benefits of being a content creator are the feelings of happiness and fulfilment.
What do people create content about?
So, what kind of activities are people engaging in to create content?
Painting/illustrating/other visual arts was the top activity for female creators, with 32% of women creating this type of content. That’s significantly ahead of male creators (24%).
Creative writing was the top activity for male creators (28%), although it is favoured by a higher proportion of women (31%).
The only other category in which there is a higher percentage of female creators than male ones is fashion, at 20% and 13% respectively.
In contrast, VR/AR activities found significantly greater popularity amongst male creators (21% men versus 14% women).
Filmmaking was also more popular with men (27%) than women (23%), and this was male creators’ second-favourite content creation activity.
Who is monetising their content?
It’s one thing to make content for the enjoyment of it. It’s another to find ways to monetise it. The survey shows a wide gap between male and female creators in this regard. 41% of men were earning money from their social content, while only 32% of women said their bank balance benefitted from it.
Female creators also make less money: a higher proportion of men earned more than $5,000 a month: 25% compared to 18% of women.
The survey also showed that female creators (age 38) are, on average, five years younger than male creators (age 43).
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Now we’re getting into the fascinating stuff in relation to creator economy trends! How happy are content creators? What influences their state of mind? Do happier creators make more content? And where are all of these content-happy campers?
Location, location, location. We’ve often heard this said in relation to choosing a place to live, but it also relates to the creator economy. It appears that living in a creator hotspot leads to happier creators!
So, where are these high concentrations of creators located? Well, the US, Brazil, Spain, Australia and the UK are the top hotspots.
Do happier creators produce more content?
Guess what?! The happier the creators, the more content they create! Zipadeedoodah!
The same countries top the poll in this regard too. People in these hotspots tend to describe themselves as most creative, and creator economy trends demonstrate a positive relationship between happiness and the frequency of content creation.
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Anyone who creates content will know that it takes absolutely ages to produce quality content, so is there enough moolah from that content to make it a full-time activity?
Adobe’s ‘Creators In The Creator Economy’ global study shows that an average of 6 in 10 creators devote all of their working hours to creating content. South Korea boasts the highest percentage of full-time creators at 75%, with France close behind on 71%.
Australia has the lowest percentage (55%) of people working full time on content creation, but tops the surveyed countries in terms of part-time creator jobs with 26% — that’s 10% higher than the next in line: Brazil has 16% of part-time creators.
How many creators own their own businesses?
Just a few years ago, you might have been laughed out of a job interview for saying you wanted to be a content creator, but now — not only is it a real job — the creator economy is booming!
But how many creators own their own businesses? According to Abode, on average 2 in every 10 creators owns a content-related business. The US has the highest percentage (26%), with the UK close behind (24%), and Australia scooping third place (21%).
Could you be an influencer in the creator economy?
We’ve all heard the term “influencer” in the creator economy but what does it really mean?
Influencers are those individuals who have essentially established credibility in a specific area or industry. To be successful they need to have access to an audience, preferably a large audience — hence their “influence.” (Forbes)
But becoming an influencer is not easy, and reality has yet to catch up with aspiration — Adobe’s survey showed that while 35% of creators in the US want to be influencers, only 16% have achieved that goal. In Brazil, which has the highest proportion of influencers (19%), 34% aspire to reach that pinnacle.
Germany shows much flatter graph with 16% aiming to be influencers and 15% achieving that goal.
Boom! The creator economy grew exponentially between 2020 and 2022. More than 165 million people have started creating their own content since 2020, according to Adobe’s ‘Creators In The Creator Economy’ global study. Brazil showed the highest increase at 69% with Korea a close second at 62% and Spain in third on 57%.
Millennials dominate the creator economy
Gen Z’s videos frequently trend on TikTok, giving the impression that Gen Z is supercharging the creator economy, but it’s really millennials leading the way, so says YPulse. Adobe agrees: its survey shows that more than 40% of creators globally are millennials.
While content creation is an extremely popular activity among both males and females, the study shows the number of male creators slightly higher at 52%.
Video first in the creator economy
In our blog post on the impact of the creator economy, we touched on one of the key trends in that market: a video-first approach. With TikTok’s mega-success, the continued popularity of YouTube, and apps like Instagram prioritising videos in users’ feeds, it’s hardly surprising that video is the go-to format for most creators.
The study shows that, across the globe, the Creator Economy is booming!
What is this ‘creator economy’ thing anyway?
The creator economy refers to a sector in which independent content creators monetise their skills, artistic endeavours, and even themselves. They might be creative artists, designers, gardeners, sports people, activists, etc. — what they have in common is that they are truly passionate about their subject.
According to business.org, more than half of these creators post their work on Instagram. The other half use YouTube, Twitch and other social media platforms.
How big is the creator economy?
Well, it’s big…very big…in fact, huge! Adobe’s report on the creator economy found that, in the territories it surveyed, an average of 23% of people are creators. This means that almost 1 in 4 people are contributing to our online spaces. Across 9 markets, 303 million people are creating their own content.
Which countries are creating the most content?
Here’s the surprising part: Spain, which has the second smallest population of the countries surveyed (47 million), has the second largest concentration of creators at 36%. Korea, which has only a slightly higher population than Spain (52 million), was close behind on 34%.
Brazil topped the poll in both of these metrics — it has the highest number of creators (106 million) and also the highest concentration (50%).
Markets like Brazil, Spain and South Korea have the highest concentration of creators while markets like the US, Brazil and Germany have the biggest creator populations.
Another surprising finding was that the United States has 20 million fewer creators than Korea, despite having a significantly higher population: 328 million compared to Korea’s 213 million.
How can you tap into this phenomenon?
These statistics make content creation sound like a no-brainer in terms of business strategy, right? However, in our blog post The Evolution of Enterprise Video, we looked at the challenges of video production. The good news is: that blog post also reveals the solution to those problems!
We’d be delighted to have a chat with you about how our video management platform can give you a massive leg-up in the creator economy by making your content creation easier. So, click here to request a free demo of Overcast’s platform.
This revolutionary phenomenon means that people who create content — from filmmakers to musicians — get funded directly by their audience. This has the disruptive impact of removing the traditional middlemen like record labels, film/TV commissioners, and publishers. (Source: medium.com)
This has created amazing opportunities for content creators. The content creation industry, in particular influencer marketing, achieved a staggering CAGR (compound annual growth rate) of 52% between 2016 and 2021.
In the Creator Economy, the audience decides what to see. And not just that! Because they fund the content, the audience wants value for money so they also participate in the decision-making process, influencing the direction that the creators take.
One of the key trends in the Creator Economy is a video-first approach. According to Fortune Business Insights, the global video streaming market was valued at $372 billion in 2021. It’s projected to grow from $473.39 billion in 2022 to $1,690.35 billion by 2029, at a CAGR of 19.9% in the forecast period.
One factor that’s propelling the market growth is the demand for higher-resolution videos. In particular, consumers have an insatiable appetite for livestreamed video, but they won’t tolerate delays, so there’s a huge demand for advanced low latency (low delay) video platforms.
Demand drives technological innovation
The increase in tech-savvy content creators is generating a higher demand for media technology to support the proliferation of content than traditional broadcasters did, as illustrated below in Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022:
Such media technology is needed to manage all stages of the life cycle: from creating content to attracting and engaging with the audience. There’s also the challenge of monetisation, both online and offline; not to mention the overall management of the business. So, tech needs to do some heavy lifting!
Let Overcast do the heavy lifting for you
Why not tap into the pot of gold that is video creation? Reach out to us and we would be delighted to give you a free demonstration of our platform.
Pioneer Era — first-movers create their own technologies, e.g. Pixar, Amazon, Zynga;
Engineering Era — bottoms-up tools and middleware emerge to support overwhelmed engineering teams, e.g. Ruby on Rails, Stripe;
Creator Era — top-down tools emerge to support a much larger market of creators and disrupt many of the businesses of the prior eras, e.g. Adobe, Shopify, YouTube.
Prosumer technologies take centre stage
Enabling “prosumer” technologies are a key symbol of the Creator Era. Musicians are expected to expand beyond streaming services like Spotify and Apple Music to technologies that drive discovery on those platforms and empower them to connect with their fans.
We are also seeing a convergence of podcasts and videos; for example, OffCamera with Sam Jones, which records interviews with filmmakers then releases the audio as a podcast and the black-and-white video footage as an online TV show.
According to Bloomberg, YouTube is reaching out to podcasters and podcast networks, offering “grants” of up to $50,000 to individual shows and $200,000 and $300,000 to podcast networks to entice them to create video versions of their shows.
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