Everybody is a creator today. According to Hubspot’s 2022 State of Consumer Trends report, 30% of 18-24 year-olds call themselves creators. The numbers rise to 40% for 25-34-year-old groups. Content creators today produce and share original content on the internet, such as videos, blogs, podcasts, memes, music, and social media posts. They have become increasingly popular in recent years as the internet has become an increasingly important part of people’s lives and short video platforms like TikTok and Instagram Reels have grown in popularity. Creator Trends are evolving and numbers suggest that its creating room for a variety of content.
There are many different types of content creators, and they can have a wide range of goals and motivations. Some content creators produce content for entertainment or to share their interests and passions with others, while others create content to educate others. Creators all over the globe are sharing their knowledge and skills via video tutorials. Many content creators also use their platforms to advocate for causes they believe in or to raise awareness about important issues.
The creator community has given rise to a new type of economy, in which individuals can generate income through their content and their online presence. Creator trends suggest that this has opened up new opportunities for people to work independently and to create their own businesses, and it has also created new challenges, such as the need to manage one’s online reputation and navigate complex legal and ethical issues.
The creator economy is a term used to describe the growing trend of individuals and groups producing and sharing original content on the internet, often through social media platforms, and monetizing their content through a variety of means, such as sponsorships, partnerships, and direct or indirect advertising. This trend has been fueled by the growth of short video apps and the increasing importance of the internet in people’s lives.
How is the Creator Economy Working? (Statistics & Facts for Creator Trends)
Content creators have played a significant role in shaping the internet and have helped to make it a more diverse and dynamic place. Today creators are earning millions and it is no more an artist-only profession restricted to dancing, acting, or singing. Creators today are coming from the world of finance, from the hostel rooms of coding geeks, from the kitchen, and literally everywhere else.
Here are some interesting insights:
- According to Statista, the current influencer marketing industry is expected to be US $16.4 billion by the end of 2022.
- Linktree suggests that there are more than 207 million people who consider themselves creators in a professional sense.
- 46.7% of the creators have now become full-timers.
- According to TheTilt, it takes an average of six and a half months for a creator to earn their first dollar.
- According to Hubspot, 52% of marketers lean on creators to strengthen their social media presence.
- Hubspot says there are 30M+ creators on Instagram, 3M on Twitch, 13M on Instagram, and 2M+ on other social media platforms according to Signalfire.
- According to Convertkit, educational creators, bloggers, coaches, writers, and artists are the most common types of creators.
- The average amount of time spent creating content is 1-5 hours.
- Since its launch in 2021, YouTube Shorts is now home to 1.5 billion monthly active users and earns more than 30 billion daily views.
- As per Wallaroommedia, TikTok, the pioneer of short-form videos has over 1 billion, monthly active users.
Top Categories in which Creators created Content
There are many categories in which creators create content, and the top categories can vary depending on the platform and audience. Some of the most popular categories for content creation according to the latest creator trends are
- Entertainment Videos: With the introduction of reels, a majority of platforms implemented them due to their huge popularity. A soaring number of users watch Instagram reels and brands are using it to market their products via influencers as well. Entertainment videos can also be long firm videos available on YouTube by various creators.
- Educational Videos: Online learning has boomed in recent years. Today hundreds of classes happen online (both streamed and recorded) and several teachers and educationalists come on youtube to teach making it one of the most popular categories on the platform.
- eSports & Streaming: Esports and streaming have become increasingly popular in recent years, with millions of people around the world watching and participating in online gaming competitions and streams. The growth of esports has been driven in part by the increasing popularity of online streaming platforms like Twitch, which allow gamers to share their gameplay with a global audience.
- Vlogging: Vlogging has become increasingly popular in recent years, with many people turning to YouTube and other video-sharing platforms to share their lives and ideas with a global audience. Some vloggers have even turned their passion for vlogging into a full-time career, building large followings and earning money through sponsorships, merchandise, and advertising revenue.
- Tutorial & Training Videos: Tutorial and training videos are a type of video content that provides step-by-step instructions or lessons on how to do something, or how to use a particular product or service. Tutorials and training videos can be helpful for a variety of audiences, including beginners who are just learning more advanced skills or techniques. Many youtube channels have emerged where people are teaching skills such as cooking, photoshop, writing, etc.
What are the platforms Creators are using?
There are several content-sharing platforms have emerged over the last decade. From shorts to long-form educational videos, creators have used several platforms to broadcast their content and reach their audiences.
1. Youtube: Youtube amassed 2.5 billion active users in Q2 of 2021 making it the most popular app to create and share content. The online video platform offers an easy way for creators to upload content and earn by using the AVOD model. Recently, following the current trends, even youtube has introduced shorts. Creator trends suggest that YouTube will accommodate more and more types of content in the future.
2. Social Media Platforms: With a 58.4% global social media penetration rate, a massive number of users implied creators creating content for social media platforms such as Facebook, Instagram, LinkedIn, etc. Each of these platforms has its own different set of users making targeted content creation easy. A combination of brand endorsements, the platform’s own monetization models, and the creator’s own business model implies that social media platforms are a great place to create and broadcast content.
3. Streaming Platforms such as Twitch: 15 million daily users watch a stream on Twitch. Twitch is a live streaming platform that is primarily focused on video game streaming, but it also includes streams related to other forms of entertainment, such as music, talk shows, and creative content. Creators on Twitch use the platform to share their gameplay, music, art, and other content with a global audience in real time.
4. Short-form VIdeos: Short-form videos such as Instagram reels, Youtube shorts, and TikTok videos have become increasingly popular on social media platforms, as they are easy to consume and share. These types of videos can be used for a variety of purposes, including entertainment, education, and promotion.
Creator Trends Predictions
The creator economy is booming in terms of both user base and revenue. Although the first-mover advantage does not exist for most of the existing categories the industry has enough bandwidth to accommodate new creators. Below are the few trends we feel would be ruling the years to come.
Live Streaming is the future
Live streaming has become increasingly popular in recent years, with many people turning to platforms like YouTube, Twitch, and Facebook Live to share their lives and experiences with a global audience in real-time. The popularity of live streaming is expected to continue growing in the coming years, as more and more people embrace the technology and use it to connect with others. The increased use of virtual and augmented reality combined with high-speed internet means users will get an immersive viewing experience. More and more people will start watching live interviews, podcasts, esports, etc.
More Content Creators will emerge
Continued innovation and development in the industry mean the content creation market is expected to grow with a CAGR of 12.2% from its existing US $13.4 billion to US $47.2 billion by 2032.
Gated Content & People Spending on it will increase
Facebook has introduced stars to monetize your streams. For every 1 star received, creators get US $0.1. Similarly, other popular platforms such as Youtube or in many cases the creator’s themselves have started restricting access to their content in the forms of privileged memberships. Users or fans are spending money to be a part of these exclusive groups.
Influencers/Creators will increase their Contribution in Marketing a Product
The global influencer market is expected to grow with a CAGR of 32% and reach US $ 24.1 billion by 2025. Ad blocking software and the limited conversion of conventional advertising in recent years have prompted advertisers to reach out to creators for influencer marketing. Hence, more and more companies are expected to opt for influencer marketing.
Social Media’s Role in Creator Branding
According to Tenovis, there are over 50 million creators across various social media platforms such as YouTube, TikTok, Instagram, Twitch, etc. Talking about the number of users, Backlinko estimates that as of 2021, there are over 4.48 billion social media users worldwide with an average individual accessing about 6.6 social media accounts. Both these numbers will increase in the future which means the relationship between the creator and follower will increase as well. Social media therefore as per the latest creator trends will play an important role in deciding the future of creators.
Creator NFTs as Revenue
In the second quarter of 2021, NFTs bought over US $2.4 billion in sales with a 151.89% jump in active wallets at the same time. More wallets obviously mean more revenue possibilities for content creators. NFTs are a great way to engage with the fans and the absence of any mediators means creators get a better share of earnings.
Increased monetization opportunities and the possibility of catering to a large audience mean the future of the content creator economy is very bright. Yes, the competition will also increase in the future but that also means better content creators will make a niche for themselves.
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