Influencers With A Cause

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.

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Does Being A Creator Make You Happy?

Does being a creator make you happy?

The words ‘social media’ and ‘mental health’ are not always happy bedfellows, so it’s a legitimate question to ask, “Does being a creator make you happy?”

It takes time and effort to be create content, distribute it, and build a community, so what impact does all of that effort have on a creator’s mental health?

Adobe’s ‘Creators In The Creator Economy’ global study shows that creative people are happy people! 

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%). 

Does being a creator make you happy?

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.

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What Are the Benefits of Being A Content Creator?

What are the benefits of being a content creator?

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.

Motivation content creators creator economy— Adobe

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. 

Activities creator economy creators Adobe

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.

Monetisation creators creator economy— Adobe

The survey also showed that female creators (age 38) are, on average, five years younger than male creators (age 43). 

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