The creator economy: 2022’s new teleshopping channels?
Don’t watch the next big thing happen from the sidelines. Hear from Russ Macumber, Impressive’s boots on the ground in Austin, Texas, on how brands can cash in on the creator economy.
When you think of a creator, you may think of a teenager filming a dance on TikTok in their parent’s basement. Or that friend you have who insists on taking photos of their food for Instagram.
But as I discovered at SXSW, that’s the old way of looking at them. And in today’s increasingly saturated media world, creators have evolved to be not just brand amplifiers, but genuine performance drivers in a full-funnel marketing strategy. Here’s why.
Parent’s basement or not, there are creators who now have followings to rival those of traditional media outlets. A session geared towards the Future of Content revealed 56% of people aged 13 to 17, and 53% of people aged 18 to 24, watch user created content as opposed to traditional studio content1. The shift is strong – and for anyone keeping an eye on the creator economy – it’s clear commerce is the next big frontier for this industry to cross.
