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  • Tanushree Vaish

The Creator Economy has Truly Enabled Equitability

For generations, big media has ruled the entertainment and media worlds. What the majority of us researched, watched, and heard off, was managed by a small number of organizations. We would have to be hired by these media companies, or at the very least important enough to appear in their articles, to participate in their discussions. We've watched or recorded television shows, listened to radios, read newspapers published by reporters obeying their editor's commands, read magazines and lots of books from major publishers and enjoyed evening hours at the movies distributed by a small number of studios.

Social media, on the other hand, revolutionised everything. The decentralization of media has subtly occurred over time. We are able to enjoy an amalgamation of entertainment. More crucially, traditional media firms do not own such content. Any type of content published, spoken, or shot by regular people means a lot. As a result, we earned the self-esteem to earn the material on our own. People are now content to consume the material that we create even without the necessity for traditional businesses. This is indeed the era of the creator economy, which is vastly different from previous eras.

In this article, we are going to discuss the Creator’s Economy, how vast the power of this gig economy has spread in the world, and how it has truly enabled equitability along with the growth of social media platforms.

Let's start by talking about the content creators

Who Are Content Creators?

In the most basic sense, a content creator is someone who develops, produces, or creates content on social media platforms. Viral dance moves, trending long and short forms of videos, sponsored Instagram posts are all created by content creators. They are some of the most well-known and famous internet users, they are not only aware of social trends but sometimes, they also set those trends. On social media, creators are also recognized for facilitating crucial dialogue.

What Is The Creator Economy?

The creator economy is related to self-employed people who generate income off of their learning, talent or following through their enterprises and side hustles. In essence, a creator is a next step in the evolution of an influencer. Most creators provide quality content to their audiences, be it a video enjoyment in Twitch, a carpenter on YouTube demonstrating his woodworking process, a life coaching acoustic room on Clubhouse, there's something for everyone to learn. There are a lot of niches in the creator's economy, and there are a lot of viewers.

The advancement of online platforms like YouTube, Facebook, Instagram, and Tik Tok paved the path again for the influencer economy we recognize today, with everything from sponsored postings to Instagram posts or story shoutouts to sponsored wedding engagements. People were able to build significant fan bases and followings on social media platforms, but they had few, if any, options for direct commercialization.

How Does The Creator Economy Work?

The creator economy operates on a simple basis. Develop or create something and utilize it to generate revenue - your new economy. It is up to you and what you create, it might be comedy films, "how-to" tutorial videos and the list goes on and on. The content is subsequently shared on one of the many creative economy sites, such as YouTube, Instagram, Clubhouse, and TikTok.

The content could then be sponsored, possibly generating a sizable profit for the creators. One of the ways social media has revolutionized things is that it allows content to be shared with a much bigger audience. This simply means that creators can start concentrating on more specific niche audiences.

As in the past, content had to connect to a larger audience to produce enough revenue to be profitable. Today's creators, on the other hand, simply need to target a small portion of the population to reach a larger audience.

The Role Of Social Media Platforms

The relationship between creators and social media sites hasn't always been mutual. On one hand, social media allowed content creators to expand their audience and express their ideas more broadly. On the other hand, creators have complained that they aren't getting the fair portion of earnings generated by those networks. The rise of creator-friendly platforms like Patreon, Substack, and Twitch has emphasized the lack of continuous income for creators in the past. For example, on Substack, creators can keep over 80% of their earnings, however in Tik Tok creators express their dissatisfaction with having to augment their material with crowdsourced cash from their fans.

To ensure a level playing field amongst the sites and motivate artists or creators to keep supplying content, social platforms have developed funds to compensate for the best and the brightest solutions for this. Pinterest has launched a $500,000 creator fund, whereas YouTube reserved $100 million to cover its best Shorts creators. In exchange for paying artists what they're worth, social platforms are experimenting with linking creators with companies directly for future partnerships through programs and initiatives such as:

  • Facebook's Brand Collabs Manager, allows marketers to easily find and collaborate with top creators on Facebook and Instagram.

  • YouTube Brand connects businesses with creators while also giving brands the tools and information they need to track the success of such partnerships.

  • Twitter ArtHouse is a platform that allows companies and creators to collaborate on developing and producing Twitter content that will engage a brand's intended audience.

Moreover, beyond income and brand collaborations, social media networks and algorithms are always introducing new and latest tools or features to support content creators. While still in development, features including Twitter's super follow and LinkedIn's creator mode are just some of the examples of what creators should anticipate seeing more social media platforms plan for the future creator economy.

The Emergence Of Creator Economy

People now may stream everything they want on the internet from almost anywhere. Despite whether or not you were excited about the movies, watching content became far more of a private experience than resting all around with the family. People could now watch whatever they chose, instead of a basic family show.

YouTube makes it simple for anyone with a computer and access to the internet to create their channels. Amateurs were posting films of almost everything they could find. Whatever they wanted to do with their interests, passions, or hobbies. Even the tiniest of sectors can bring in big audiences thanks to the internet's broad reach. Not to mention smartphones, which arrived around the same time as Facebook and YouTube.

It wasn't long before people began producing a wide variety of content, as shown in the examples below.

It has witnessed a perfect example of how common individuals could use creators' economy to make a career for themselves not long after YouTube was launched. Smosh is a YouTube creator's channel that started with two friends in 2005, barely just the platform was introduced. The team began uploading humorous pieces that they had written themselves, and their work quickly gained a large following.

The organization presently offers seven channels dedicated to sketches, cartoons, and games, as well as Spanish and French channels. Smosh has grown into a network of channels with about 46 million subscribers and 40 billion views and everything began with two buddies who were casually having a good time. They had no intention of uploading their movies to the internet until friends persuaded them differently.

The Village Cooking Channel was launched on YouTube in 2018 by a family of farmers from a distant village in Tamil Nadu. They shared authentic South Indian cuisines prepared in a rural setting. The family began doing this to fill the time during the months when they weren't working on their farms. They recently reached a milestone of ten million subscribers.

The family earns around.10 Lakh rupees every month from their YouTube channel. They even make money from their Facebook page from time to time. The show costs around Rs. 2 lakh per month to produce. The farmer turned YouTube stars hail from a small village in Tamilnadu, Pudukkottai region.

Ryan's world is an instance of how someone only needs an idea in order to create a ripple effect. It is such a basic concept that many people throughout the world may be encouraged by this content creator. Ryan's world's creators aren't the first to think of the concept, but they were more successful. Their films have been seen 45 billion times and currently, they have more than 31 million subscribers.

One must think that what is this brilliant concept that made the channel so popular? The answer is toy evaluations. A small boy named Ryan plays with toys and discusses them with his parents in several video clips. It was a basic concept, but one that enthralled many people all around the world.

The Creator Economy's Value Stream

Creators make money by creating valuable or instructional content that is hidden behind a barrier and only accessible to subscribers. The widely used social media network, Twitch has always incorporated direct contributions from users via donations. Users can now contribute money to their favourite speaker, according to Clubhouse. Producers incorporate items into their material regularly with a fresh and unique approach to promoting products or services. Subscriptions, direct donations, and advertising are the value streams in the creative economy.

Let me give you a glimpse of two opportunities and instances on how firms can profit from the creative economy growth.

Social Video

Social video, sometimes known as video streaming, or just streaming is the longest living pigeonhole inside the creator economy. Creators on Twitch rely heavily on contributions from viewers. Twitch has currently devised a hybrid income model for the gaming sector. Marketers or advertisers would solely rely on written, and on rare occasions, video content to advertise websites and games, a more conventional kind of online casino game. On Twitch, video streamers can live stream casino game gameplay and broadcast it to users, who can donate and visit online casinos that the video streamers connect to on their Twitch channels.

Social Audio

The clubhouse is a brand-new social audio app that gained traction during last year's full-fledged outbreak. It's a progression of podcasts, in which authentic conversations are conducted with listeners joining in and having the ability to engage. In just over a year, the worth of Clubhouse has increased to roughly $4 billion. It has also inspired a slew of rivals. A Clubhouse speaker will conduct a session discussing a topic while the audio room remains open, enabling people to listen in on the conversations. Users who are listening are occasionally invited to participate in the chat.


Everywhere around the world, more than 50 million people identify as makers. Despite this, they toiled for most of the past to successfully meet their consumers and monetize their innovation and services. With the creative economy showing no signs of stopping, all the marketers would be advised to consider collaborating with these content creators on their next campaign.

Creators can give organizations the spark they need to boost their social initiatives, from creating compelling content to forging closer interactions with customers. The creator economy is incredibly productive, and it is only getting better. To create brand awareness, social media platforms persist to lead the way, and it is only going to get better from here. There has never been a better opportunity to establish your brand.

The balance of power is moving further away from the Platforms and towards the creators. For the very first time, we are circumventing established censors. Artists no longer require the services of a record label, authors no longer require the services of a publishing business, and educators no longer require the service of colleges. The makers now have a greater sense of ownership, control, and upside.


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