In the modern economic world, a new way of working has been developing for less than ten years. As in other fields, technology has paved the way for new applications, which themselves have spawned new economic models.
Thanks to the development of monetization, advertising and the advent of advertisers on social networks and content creation platforms, it is now possible to earn money and keep your business alive thanks to the people who follow us and the influence we have. have on the networks. This is called the “creator economy”, the content creation economy.
According to Mediakix, the current influencer marketing market size is approximately $8 billion and is expected to reach $15 billion by 2022, making it one of the fastest growing business sectors. Although the creator economy is only ten years old, more than 50 million people around the world already claim to be content creators.
A two-speed economy
The peculiarity of this market is that it was born for the first time from a passion, from amateurs passionate about creation and curious about the emergence of new ways to express their creativity. In just a few years, an entire economy has been built around these content creators, which in particular explains that among these content creators there are still 47 million amateurs, expressing their creativity with financial benefits or to afford an extra income. .
Only three million are said to be professionals who make a living from their full-time activity. Without a doubt, YouTube remains the platform most used by professional content creators. Today there are a million or almost half of content creators, the number of professionals who earn a living thanks to this platform, compared to a quarter (500,000) of professionals who are paid through Instagram.
Conversely, for amateur content creators, Instagram allows more than 30 million non-professionals to monetize content, compared to 12 million amateurs using YouTube. Be it for professionals or amateurs, the Twitch streaming platform has risen to the 3rd place among the platforms used by content creators. The rise of the phenomenon has also accelerated with the success of TikTok, not only among the younger generations, but more generally since its first incarceration.
A constantly evolving market
The number of small businesses linked to the creator economy has grown extremely rapidly in recent years. While platforms like YouTube or Facebook barely saw the light of day just over 10 years ago, monetization has allowed this market to develop much faster than expected. Little by little, creators have also developed other ways to monetize their audiences, such as sponsorships, product placements, solicitations for donations, or the creation of their own e-commerce business, to be less dependent on the platform on which they share their content.
Creating content on the Internet today is a real occupation, which should not be neglected. Some people followed on the networks not only become successful business leaders, but have an even greater influence than traditional media or politics. And it is precisely this influence, this ability to create commitment with its communities, that is becoming increasingly expensive in the eyes of advertisers, and of the political, economic and traditional media worlds.
Forbes France, a leading business magazine, for example, featured blogger and entrepreneur Caroline Receveur on the cover of its summer 2019 issue, the first woman to appear on the cover. More recently, youtube user Léna Mahfouf (Léna Situations) offered herself a great article in the New York Timespraised the success of his book, which rocked the publishing world.
More broadly, the creator economy is changing the way people make a living, be it an Instagram content creator, a freelance graphic designer, or a video editor. The good stock health of social networks like Facebook, Snapchat and Twitter is a testament to the future potential of the economy for content creation. Long confined to the rank of a teen hobby, the creator economy now has a solid financial future, both for the creators themselves and for the brands that benefit from it.