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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Creator Economy: Influencers vs Business Owners

Creator economy: influencers vs business owners?

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.

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Becoming An Influencer in the Creator Economy

Is creating content a full-time job?

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.

Influencer in the creator economy

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