Drenik: I understand the value working with creators presents for brands to reach consumers in authentic ways. A ten-year-old having a $100-million-dollar net worth from making YouTube videos. Linktree Creator Economy Research (2021). So keep an eye on the creator brands that inspire and excite you, and stay tuned for an exciting and truly unique 2022. The creator economy is estimated to be worth more than $100 billion, and more than 50 million people worldwide consider themselves creators, but the vast majority are amateurs. Ninety-seven percent of content creators say social media is very important (71%) or somewhat important (26%) for building their online reputation and brand. They're also highly satisfied with the path they've chosen. Our 2022 Global Impact Report demonstrates how we are supporting our communities at large and delivering innovation and impact at scale. All Rights Reserved. which supports the idea that more creators who choose to can make a decent living, and if championed and protected well, can create a stronger, more sustainable creator economy to thrive in the decades to come. Its unmatched experience and industry leadership enable it to operate on the forefront of the independent economy and consistently advance the next way of working . But creators must have at least 100,000 followers to participate in the programs first phase. In this MBO State of Independence Research Brief, we explore the rise and growth of the creator economy and the attitudes, motivations, and demographics of independent creators who earn income from making and distributing online digital content. Hakan Fidan: Turkeys Spymaster Became Its Top Diplomat, The Devious Dance Of AI-Generated Misinformation. The year of mobile was 10 years in the making if you look far back into the aughts until it finally became the dominant bellwether tech and cultural game changer that it is today. Over 90% report being either highly satisfied (83%) or satisfied (9%) with their work as independent creators, and only 4% report being dissatisfied. But, around 21% of creators who participated in our survey make a livable wage above $50K in annual income doing content creation work. In other words, what is their main goal? These passionate creators are taking matters into their own hands, breaking away from traditional work, and embracing creativity to change the way the world works.Being a creator may not be a new concept, but the impact of the creator economy is just getting started. Overall, only 16% of traditional job holders report they definitely (7%) or probably (9%) will become independent or start a business over the next 24 months. On Instagram, more than half of the creators place the highest value on engagement rate. They've shown us that the creator economy is vast and ready to grow. In this case influencers become the photographer, talent, stylist, hair and makeup artist. Platform popularity tends to ebb and flow, so show up where your audience is with content tailored to their favorite channel. The idea that fitness can be anywhere is now part of popular consumer culture as more app creators have found ways to reach a wider at-home fitness enthusiast range. Almost nine in ten (86%) report having always wanted to be their own boss. I wouldn't trade the experience for anything though. The smallest category consisted of those who have been active for less than a year, with a surprising fourth place category between 3 and 4 years. What is the creator economy, and how does it work? The study, which Adobe calls the most comprehensive look at the creator economy to date, found that millennials make up 42% of the creators, while Generation Z only equates to 14% of the community. Full-time creators ranked the importance of email to their business at 8.3/10.Spoiler alert for the full, downloaded reportthis rating means professional creators think email is more important to their business than social media or paid ads.If you want to send emails like the pros, making an effort to grow and nurture your audience pays off in the long run. Unlike TikTok and Instagram, creators who indicated YouTube as one of their main content platforms reported measuring their success on the platform through monetary earnings. For marketers, this means that justifying spend on creator content may continue to be difficult. This data suggests that, on average, creators annual income rises with years experience. SAN FRANCISCO, August 03, 2022--Oxygen, a modern financial platform designed for the 21st century economy, today released its State of the Creator Economy Report, which takes a look at the booming . similar to their percentages of the U.S. population. Most independent creators come from the two youngest generational cohorts. Another top approach we considered focused on creators building connections with their audience. Adobes research also highlights the difference between a creator and an influencer. Over half (54%) of creators participate in photography. Expertise from Forbes Councils members, operated under license. We asked Americans aged 18 and over who aren't independent creators, or creators with traditional jobs, if they plan to become independent creators over the next two years. The Biggest Trends For 2022 In Creator Economy And Web3 Maren Thomas Bannon Contributor I invest in early stage technology startups in the US and Europe Dec 16, 2021,10:13am EST Listen to. Follower counts noted are from early February 2022. By analyzing their varying practices and earnings, we are not only able to better understand the creator economy, but to better understand the ultimate power of the creator. Beginners* are more likely to have their largest communities on these platforms than experienced** creators. For the 48 million amateur creators, Instagram is the number one option. Creators come with their own skills and need to be properly compensated., Content creation is fun and can be rewarding but its also incredibly draining when its a source of income. Through this survey, we also measured how creator earnings vary by gender. It was built in 2007, and if a creator meets the criteria to join, they can put ads on their videos. But where do those happy creators fall in the revenue range? Eighty-seven percent report being early adopters of technology, and 84% say they are advanced technology users. Most independent creators are also passionate about their profession, with 68% saying that pursuing a passion is one of the reasons they became independent creators. Nearly 65% of respondents have shared less than 20 sponsored posts in the past year, with only 35% having shared more. Athletes sell merchandise and personal videos and host watch parties for big and small sports events. Gilpin: Our data and research prove that it doesnt require a big budget or well-known celebrity to make an impact. According to Skifts Lebawit Lily Girma,post-pandemic brand marketing dollars will favor those in the creator economy who get hyper-creative, hyper-local and hyper-talented. Theres a boom coming, she predicts, for those playing the long game. Rather than chasing bigger follower counts or brand colaborations, focus on growing your owned plaforms. Youll need experience negotiating., Giving away free content can help with monetization. *Beginner creators: <12 months of experience, **Experienced creators: 3+ years of experience. This is a BETA experience. Over half (51%) of this group said they plan to make money from their creator economy activities over the next year. : Many creators are passionate hobbyists, and a growing number are social and political activists, principally motivated by the desire to make an impact and serve causes bigger than themselves rather than money, fame or follower accounts. Who knows, you may just become the best account on that platform!. New data has revealed how the creator economy has grown by over 165 million globally in the last two years an increase of 119%. TikTok is rolling out a new way for creators to earn money on its platform. And unfortunately, its a prevalent enemy in the creator experience.61% of creators experienced burnout in 2021.Thankfully, creators are taking steps to shake off the stress. The same goes for e-commerce, another rapidly growing creator economy vertical for . Together, these creators bring over 11,000 years of combined audience-building expertise and $66 million in 2021 earnings. TikTok was the second most common platform, with YouTube close behind it. But there are always a handful of predictive wins each year based on a groundswell of steady growth that we can count on seeing come to fruition. In order for creators to successfully forge this new path and continue to grow, they need support. everything we do and make exists to help creators thrive. I want nothing more than to be able to grow, learn more, and experience more as a creator. According to a 2021 report from App Annie, more than 70,000 fitness and health apps launched globally in 2020. MELBOURNE, Australia, April 20, 2022 /PRNewswire/ -- Today, Linktree, the link-in-bio category leader and creator enabler, released its proprietary 2022 Creator Report of key trends and industry . Percentages for all quantitative data were rounded to the nearest tenth or the nearest whole number as fit. Murthy points out that creators now have the necessary tools at their disposal required to produce top-class content, and theyre empowered by the proliferation of content creation platforms for design, video, streaming, music, podcasts and writing tools to help them grow their businesses from a creative hobby to a full-grown money-making venture. In 2021, the market was valued at a record $13.8 billion, according to Statista. #influencermarketing # . Internet platforms like YouTube, TikTok, Instagram, and others provide independent creators access to vast audiences. A beauty brand may partner with a creator who is known for makeup reviews, whereas a retailer may opt for a creator with an audience who prefers unboxing content. A powerful set of trends and shifts will continue to drive growth in the creator economy. Creators tend to participate in three mediums on average and the visual arts are the most popular, with photography being the overwhelming favorite. If youve ever wondered if money buys happiness, it doesto an extent.While we know that a certain amount of money isnt the only definition of success, it is important to the livelihood of creators and does in fact have an impact on how they view their work and their happiness in that work.On average, creators rate their happiness with their work as a 6.6/10. Content creators can also go down the paid-subscription route. For example, during Covid many brands shifted their marketing strategy to influencer marketing. As was the case with Instagram, TikTok creators look to engagement rates as the primary indicator of success on the platform. About half of all independent creators (48%) report teaming up with other content creators on projects, compared to only 23% of independent workers who aren't content creators. Linktree is making sense of this evolving economy by working with the people who lead itthe creators. NeoReach surveyed over 2K content creators in order to compile data for this report. A visible acknowledgment of the role this ecosystem is playing in changing the world came recently, when Adobe announced its inaugural " Creators To Watch " list, both celebrating these rising. Can you change up the amount of time you work in a week?A significant portion of full-time creators dont plan on adding to their solo run business,so 2022 needs to be the year of multiple revenue streams, self-growing strategies, and email automations for greater impact with less hands-on time. Response rates to individual questions varied due to open-ended questions and qualitative data. Additionally, we partnered with hoo.be, whose data collection focused on creator link in bio surveys. Explainer Marketing & Ad Tech Retail & Services TMT The creator economy has seen a record $1.3B in funding in 2021 alone. While the creator economy benefited hugely from the post-lockdown headwinds in 2021, this coming year will be all about differentiating from the crowded, competitive creator landscape as more and more people learn to build businesses based on their passions and talents. Read more about our efforts to support creators in our. Chapter 2-3: Linktree, Creator Survey, n=9,576 . In our latest conversation, Jamie shared takeaways from Sprout Socials recent data report on the creator economy, including goals and challenges with creator marketing, and which social platforms and content types have the most creator potential. How has the social media landscape continued to change over the past year? Are there certain types of content that resonate more with consumers that they should keep in mind as well? In the creator economy, creators make money directly from their audience. It also allows boxing and mixed-martial arts gyms to host pay-per-view events and is expanding this offering to college-level team sports. Comparatively, 72% of influencers manage to earn half or more of their monthly salary through their creative work. See the 2022 research brief Working from the Road: The Aspirations and Reality for Digital Nomads. Finally, be ready for the next big thing, and dont be afraid to be an early adopter. Linktree Creator Survey (2021): Surveyed 9,576 Linktree users. The beauty industry is an ever-evolving and highly competitive space. Meta has also reportedly offered cash payouts to creators to produce short- and long-form videos for Facebook Watch. Nearly 66% of them pursue it part-time, while 43% spend five hours or less a week creating . But what about businesses who cant afford such partnerships at this time? The report found that 37% of creators initially set their rates by guessing, adjusting it over time, according to a survey of more than 500 creators collected in December 2022. Download the full report to get more insights into the current state of the creator economy. Creators are an important resource in brands quest to build authentic communities and achieve greater brand loyalty. Although this was not one of the most common approaches, it is an important consideration for creators, especially those who create content full-time. On the other hand, around 30% reported that they measure TikTok success by earnings and 15.4% reported that they measure it by following. Our next question sought to figure out how many sponsored posts creators share per year. TikTok displayed similar results, with over 55% of respondents saying they measure success on the platform by engagement rate. The report offers a comprehensive view of the world of individual creators, which Florida defines as those who use digital technology to make and publish unique creative content audiences can access and respond to. Some highlights include: According to data and studies reviewed by the report, creators number between 30 and 85 million Americans, and an estimated 300 million people globally, Representative of more than 40 percent of the national workforce. Emerging channels like Twitch, OnlyFans, and TikTok, and long-time favorites like Reddit and Snapchat, all offer growth opportunities. We appreciate your thoughts on the creator economy. who have a bachelor's degree or higher in the U.S. overall. When we last connected, you discussed how consumers and businesses are using social media more than ever before. This compares to only 73% of independent workers saying social media is very important (35%) or important (38%) for building their online reputation and brand. Were unveiling a showcase of digital creators across multiple countries who are displaying innovative approaches to content across our apps. TikTok is having a moment, and if you invested time and energy into learning about it two years ago while it was still new, you would be leveraging it to its full potential while the competition is playing catch up. The survey results were weighted to reflect the demographics of the U.S. MBO Partners is a deep job platform that connects and enables independent professionals and microbusiness owners to do business safely and effectively with enterprise organizations. Instagram won by a landslide, with the majority of respondents explaining that they utilize the platform for content monetization. But these numbers speak for themselves. They partnered with Hoo.be in the creation of this report. Patreon is another paid-subscription platform connecting creators with their fans, paying monthly to enjoy the content. This report does not include all creator data on sponsored content and other forms of creator monetization on social media and digital platforms. Over 35% of the creators surveyed have been building an audience for over four years and earn over $50k annually. Follower counts noted are from early February 2022. However, still, YouTube and Instagram are better when it comes to directly paying its creators once you have a significant following/engagement., The creator economy is here to stay and brands need to understand that creators are not a new version of unpaid interns. In a study published this week, Adobe revealed that creators make up 23% of people globally, meaning nearly one in four individuals are contributing to art and creativity. One company operating in this social e-commerce space is MILLIONS.co. Creators play an integral role within the creator economy, as they are directly in its center and are necessary to its very existence. Interested in being in a future campaign? Helping Brands and Creators collaborate, grow, and earn more. It covers a wide spectrum of creators, from Nano to Macro. Did you know that female creators outnumber male creators by nearly 2:1 and they were most likely to have earned revenue in 2021? People are at the heart of the creator economyits even in the name. by Colin Burton on August 8, 2022 22 min read Share this article There's never been a better time to become part of the creator economy. One of the big takeaways for creators and their platforms is that one doesnt exist without the other. Dive into what it means to be a creator today, and what it takes to make it on the web. On the other hand, 33% of the respondents reported measuring their success on Facebook through monetary earnings, and none base their success on follower count. 12.06% of creators fell into the lowest tier, followed by 2.49% in the Mid-Tier. The report delves into the world of content creation, highlighting the challenges faced by creators as well as their future expectations. About seven in ten say work/life flexibility is more important than making the most money. Influencer Marketing Hub Creator Economy Creator Earnings: Benchmark Report 2022. and founder of the Creative Class Group. Next to creating the best content, this approach had the second highest response counts. The Tipalti 2022 Trends in the Creator Economy report was conducted by Wakefield Research among 750 (500 U.S, 250 U.K.) "Content Creators" defined as writers, graphic designers, digital content creators, app developers, game developers, photographers, videographers, musicians and artists; it excludes Marketing, Advertising and PR roles. This report has provided an in-depth analysis of creator earnings, intending to showcase how different creator approaches, content, goals, and overall experiences influence those earnings. Anecdotally, many people I know spend more time on social media than they do consuming large studio/professionally produced content. Until now, the only way brands could advertise with TikTok creators was through affiliate marketing. Here are 14 exciting startups poised to make an impact on the creator economy in 2022 and beyond: Bounty Bounty CEO Abraham Wolke Bounty Total funding: $6.8 million, according to the company. The results were used to size the independent workforce and profile work motivations and attitudes among independent and traditional workers. One of the most well-known ways to earn a living is by creating video content people want to watch, and YouTubes Partner Program was one of the pioneers in this space. Responses werent too high in this category, with less than 40 creators under the $20K mark choosing it as their approach. We found that male creators make 1.88x more than female creators on average. This passion shows in other data: 83% plan to continue as either an independent creator (57%) or build a bigger creator business (26%) over the next 2-3 years, 78% say doing something they like is more important than making the most money, and 79% report being optimistic about the future of their career. On average, those saying they are full-time content creators report that about 68% of their revenue comes from digital content creation, with 32% coming from other sources. What advice do you have for them? Creators must disclose their relationship with the seller, and the brand is leveraging the inherent trust established between the affiliate and their followers. Business leaders and marketing professionals have a few key options to leverage creators and these platforms. Regardless of economic activity, social media provides incredible, cost-effective opportunities for brands to connect with, grow and support their audiences. According to the data presented in this report, creator earnings vary significantly as do the creators themselves. It doesn't matter which platforms you're on or how many followers you have: If you produce and seek to monetize content, youre a creator.Being part of a new growing economy like ours can leave you with a lot of questions. A stunning 41% said they definitely (15%) or probably (26%) will become an independent worker or start a business over the next 24 months. In response to this, marketers are prioritizing the creator economy over other marketing strategies. This is not the first study to reveal the surprising ways our online habits are changing. Do You Know What The VERY BEST Customer Service Is? Almost four in ten independent creators (39%) say it's hard to be successful compared to only about one in five (21%) independent workers. According to a 2021reportfrom App Annie, more than 70,000 fitness and health apps launched globally in 2020. In future phases of this research, Florida and his team plan to develop new data and further scope the global creator economy. For instance, authentically showing how to use a product or service through educational content ranks as the #1 type of content brands seek from creators. According to the data, 6 out of 10 creators have full-time jobs, with 62% of creators saying their creative work makes up half or more of their monthly income. This review of the Creator Economy in 2022 is the culmination of 2,704 creators sharing their experiences. Similar to YouTube, the majority of creators who use blogs as one of their main content platforms measure success through income. Meta commissioned a new report, written by researcher and professor Richard Florida to explore the trends and opportunities presented by the creator economy. That same eMarketer report estimates that social commerce sales in the US will grow 35.8% in 2021 to $36.62 billion. While there is no standard definition of the creator economy or creators, we defined independent creators as independent workers (self-employed, solopreneurs, freelancers, etc.) Furthermore, that work appears to pay off with influencers earning more. 74% of respondents reported increased traffic/engagements once they started using a Link in Bio tool. What reason did you start using link in bio? In order to harness their power within the creator economy, a creator only needs to head down the right road for them even if that means paving a new one. Meanwhile, Meta, YouTube, TikTok and others are raking in billions of dollars in profits that wouldnt exist without constant content streams. But, overall, less than ten creators among each of the other salary designations listed building a large following as their main approach. Read on to learn all about the creator economy and how you can benefit from it. As creators realize how much value their content is giving to these platforms, they will (and should) start to demand much more significant portion sizes. Opinions expressed are those of the author. We presented this data in combination with our own findings to analyze statistic surrounding creator earnings. Because the majority of creators earn less than $20K annually, that group occupies the highest response counts in all four of the approach categories. The majority (64%), or about 5.3 million income-earning digital content creators, report working part-time as content creators. And two-thirds (68%) listed flexibility as a reason they became an independent creator. Together, these creators bring over 11,000 years of combined audience-building expertise and $66 million in 2021 earnings. Becoming an independent creator allows workers to pursue their creative passions and have the work/life flexibility and control many seek. In the survey, we asked creators how they measure success on each platform. In 2022, affiliate market spending in the United States is predicted to reach $8.2 billion and is expected to grow throughout this decade. In future phases of this research, Florida and his team plan to develop new data and further scope the global creator economy. Social teams that are used to working with creators on an ad hoc basis need to formalize their creator programs to keep up. You are here: Chapter 1: Linktree, Creator Economy Research, 2021. According to the report, the creator economy is forecasted by some exploratory studies to reach more than $100 billion. Drenik: With those goals and challenges in mind, what advice do you have for businesses when it comes to choosing the right creator? Only three respondents reported using Twitter as one of their primary content platforms. For example, nearly 125 of the creators surveyed who earn less than $20K selected this as their approach. Beast, the D'Amelio sisters and others have vast online followings and huge earnings. Linktree Creator Economy Research (2021): Referenced internal Linktree data and external data from Statista, Omnicore Agency, Global Media Insight, and the social media platforms referenced. Stay ahead with weekly insights on growing your independent consulting business or managing your independent workforce. Brands have been doing better and have gotten incredibly creative and innovative. Also, 34% of independent creators have hired other freelance contractors to help with their business, while only 14% of independent workers have done so. of niche creators think specializing is helpful for engagement and reach, of niche creators had engaged in a brand collab at least once (vs. 26% of non-niche creators), of niche creators earn >$100K per year (vs. 5% of non-niche creators). Pushing the boundaries on what a Creator Ecosystem can be. Total market size for the global social media network involved in the creator economy, People who engage in any activity to monetize individuality and non-commoditized skills supported by digital platforms, Individuals who use their influence, creativity, or skills to aggregate and monetize their audience, Its a fun job that brings a lot of cool opportunities. No card required. Its the wave of the future.. As expected, there was a big difference between creators that have been working for less than a year compared to those who have been working for more than four. That's how we calculate Total Addressable Market (TAM). The COVID-19 pandemic accelerated this shift, and the number of independent workers substantially increased in 2021 and 2022. I love this lifestyle and always look forward to what is next.. In a recentarticle,Naimeesha Murthy defines the creator movement as belonging to those who have elevated their products and audience engagement to a new class of business, accelerated by Covid and the creative time people experienced during lockdowns and stay-at-home advisories (like it or not). The creator economy is estimated to be worth more than $100 billion. Find superfans by choosing to specialize. Meta Quest 3 Coming This Fall + Lower Prices for Quest 2. Therefore, understanding what to look for in choosing a creator and the types of content consumers want is critical. One report claims the creator economy is made up of 63 percent Gen Z creators, while another says it's only 14 percent. When we last connected, she noted that business investments in social media have increased as consumers rely on social media more. Through the survey, we found that only 1.4% of the responding creators surveyed earn over $1M annually. Less than 10% of respondents shared over 50, which breaks down to one sponsored post almost every week. The relationship between how much creators work and how much revenue they make isnt an exact science. We did not survey any creators who earn more than $10M annually. Independent Creators Value their Flexibility and Lifestyle. In the survey, we canvassed what platforms creators prefer for monetization. Diversifying platforms gives you more opportunities to get bigger. Read more about our efforts to support creators in our Meta for Creators blog. When youre your own boss, you can set your schedule. Cancel anytime. How Producers Can Create Unique . of beginner* creators havent monetized yet, of beginner* creators have monetized but earned below what can be considered as a livable income, of beginner* creators have earned greater than $10K, of full-time creators make greater than $50k, of part-time creators make greater than $50K. 14-day free trial. What do creators care about the most when it comes to being a content creator? Almost six out of ten (57%) independent creators also have traditional jobs, with 41% having full-time jobs and 16% having part-time jobs. Because of this, over one-third of all content creators (38%) report struggling with boundaries and burnout versus only 21% of independent workers. You can monetize small, engaged audiences that know and love your work. We also asked creators with traditional jobs about their future career plans. Once I got on TikTok in January of 2021 I was able to quadruple my following on IG and YT thanks to TikTok having the function where you can link those accounts on your bio. Percentage of Independent Creators by Generation Type, Full-Time vs. Part-Time Independent Creators, Independent Creators: Entrepreneurial, Passionate, and Satisfied, (Share of Earnings by Dollar Categories - 2022). Out of the 292 creators surveyed who have been working as a content creator for over four years, nearly 47% are making more than $25K annually. And, setting work/life boundaries when income streams depend on engaging followers is challenging. In fact, on average, creators are 40 years old. By clicking or navigating the site, you agree to allow our collection of information on and off Facebook through cookies. Unlike traditional brand partnerships or sponsored posts that leverage influencers and have a clear goal of selling products, creator partnerships offer marketers a more authentic way to achieve their goals of reaching and engaging with new and existing audiences. Beyond being some of the best advocates for a brand, employees can help attract talent, demonstrate on-brand thought leadership, and drive additional revenue without increasing your ad budget. While they are certainly more prominent in markets like Brazil, Australia, U.K., and the U.S., influencers actually only make up 14% of all global creators, according to the data. Theres no one type of person who becomes a creator, and there is most certainly not one type of content they create.In 2021, we saw social media posts, emails, courses, long-form and short-form videos and more coming from creatorsand often all at the same time. Theres also a strong case that athletes are the original influencers. Gary Drenik: Its great to talk with you, Jamie. It just recently announced a similar deal for creators. LOS ANGELES City National Bank today released its 2022 "Our Impact" report that outlines the significant progress the bank made last year to address economic, social and environmental issues. If every single person who could potentially find value in social media, the passion economy or the creator economy acted on it today, how big would these markets be? Consumer behaviors particularly the use of apps on mobile devices to conveniently conduct and enjoy all aspects of life are creating greater opportunities for brands to more easily monetize and market to defined and engaged audiences. Creators defy a one-size-fits-all definition, but they still have a few things in common. What do you share most on your hoo.be page? This compares to only 34% of traditional employees and 37% of independent workers as early technology adopters. Interestingly, the oldest and longest surviving platform yielded slightly different results. It seems impossible to open . This combination of passion, potential fame and riches, and ease of entry makes part-time content creation attractive. By analyzing their varying practices and earnings, we are not only able to better understand the creator economy, but to better understand the ultimate, 12 Best Web3 Marketing Agencies to Partner With, 15 Beauty Marketing Agencies That Understand Your Industry, Motivators and Engagement Tips for Gen Z Social Media Usage. Creative writing is the second most popular medium, with 34% of creators engaging in the medium. Today were sharing a new report weve commissioned titled, , written independently by Richard Florida, author of. Keep your ears to the ground and get in early; even if it turns out to be nothing, youll develop a sense of how to spot the winners, both platforms and creators. I think brands could provide more resources and tools to help creators make the content they need to shine. Because of this, they report having strong technical skills. This review of the Creator Economy in 2022/ is the culmination of 2,704 creators sharing their experiences. We dig into how startups are building across the value chain, top investors and companies in the space, and what's next for the industry. And markets like the U.S., Brazil, and Germany have some of the biggest creator populations. 2022. Creators like Mr. But, what's the real size of the opportunity you share with your fellow creators? Total active users for each platform were broken down by the number of followers. TikTok analysis did not include Douyin. Enter Here. As we and other technology companies embrace this shift toward a more open landscape of entertainment and education, its important for us to more deeply understand the scope of the creator economy, its broader economic impact and whats driving individual creators. Not only has the use of social media continued to grow, but consumers are more frequently turning to social media to make purchases. Image credits: Header photo courtesy of Adobe. Has your hoo.be page helped you land more paid brand deals/partnerships? Where Im certain well see exciting growth this year is in the vibrantcreator economy, one of todays fastest-growing business segments. Gilpin: With news of an economic recession, companies are bracing for changes in consumer behavior and a possible dip in spending. The 2022 MBO Partners State of Independence in America research study found that 8.1 million U.S. independent creators earned money in the creator economy in 2022, up a sizeable 14% compared to 2021. Interestingly, none of the creators who reported earning over $1M chose this as their main goal, but a decent amount who are making over six-figures did. In what seems to be a recurring trend, the least amount of respondents measure success through followers. How many brand related links do you typically have on your hoo.be page? Today were sharing a new report weve commissioned titled The Rise of the Creator Economy, written independently by Richard Florida, author of The Rise of the Creative Class and founder of the Creative Class Group. The data presented in this report was collected from creators whose information was verified through our data team. Less than 30% of respondents expressed a strong goal of building a following or making money. Independent digital content creators are among the fastest-growing self-employment and independent work segments. TikTok Pulse allows advertisers to insert brands into the platforms top 4% of videos. The majority, over 70%, of creators responded that they care most about either creating the best content they can or about connecting with their audience. The creator economy is an exciting space to be in. We surveyed a wide range of creators to find out how long they have been working in content creation. Reflecting their satisfaction and happiness, 83% of independent creators recommend becoming independent content creators to their friends. Because of this, social media must play a role in organizations strategies to recession-proof their businesses. With a pool of 50 million creators worldwide, only 4% consider themselves professionals and report making a decent living off their content. The report offers a comprehensive view of the world of individual creators, which Florida defines as those who use digital technology to make and publish unique creative content audiences can access and respond to. Some highlights include: Read the full report. And we all know that short-form video on Instagram Reels, Snapchat and TikTok has spawned some of the biggest content creator and promotional talent over the last few years than any other platforms in existence. . There's also a burgeoning number of firms providing resources and services for independent creators. of beginner* creators consider TikTok as their biggest platform (vs 6% of experienced creators), of beginner* creators consider Facebook as their biggest platform (vs 22% of experienced creators). The creator economy is on the move. Learn more, including about available controls: Cookies Policy. Their numbers will likely increase as more Gen Zers enter the workforce, and younger creatives gain the skills, experience, and confidence to become self-employed. 48.72% of the creators surveyed work in content creation full-time. Chapter 2-3: Linktree, Creator Survey, n=9,576, 2021. less than $100 a year spent less than 5 hours a week, $100-10K a year spent greater than 10 hours, $50K-100K a year spent less than 10 hours, $100K-500K a year spent greater than 10 hours. The 2022 MBO Partners State of Independence in America research study found that 8.1 million U.S. independent creators earned money in the creator economy in 2022, up a sizeable 14% compared to 2021. 01 01 Creator is a wide-ranging label People are at the heart of the creator economyit's even in the name. get the full report Therefore, on Instagram, engagement rate takes the crown. Latest Increase In Debt Ceiling Underscores 6 Ways To Avert A Crisis, Artificial Intelligence Series 2 Of 5: AIs Influence On The Workforce, business investments in social media have increased, recent data report on the creator economy, interest in the metaverse and emerging technologies, ranks among the most important creator qualification by consumers and marketers alike. of creators say they earned $100 from a single brand collab, of creators' largest audience is on their website/blog, of creators say theyve never collaborated with a brand on your social channels, of creators earn the most income on their website/blog. Along with the rise of the creator economy, an increasing number of individuals have started leveraging their platforms through content monetization and brand partnerships. There are about 2 million professional content creators, and nearly half of them earn their money on YouTube. Strong regulations and fiscal incentives, as well as considerable investment in . In 2022, nearly 110,000 Americans died from drug overdose, according to preliminary data from the CDC. And specific to retail categories and media influence, a recent survey from Prosper Insights & Analytics finds consumers are most influenced by non-celebrity bloggers or influencers to purchase beauty products and this purchasing influence extends to electronics and clothing for Gen-Z consumers as well. In an increasingly digital world, our products and services have never been more critical to building economic resilience. Number of Participating Independent Creators Who Earned Income, The Trends Driving Future Creator Economy Growth. #1 Earning power increases with time working as a content creator. YouTube alone is expected to generate$30 billionin revenue by the end of this year from self-made entrepreneurs. So, it comes as no surprise that almost two-thirds (63%) report they are currently a digital nomad (39%) or have been one in the past (24%). . of creators consider themselves part-time creators, of creators spend less than or equal to 5 hours per week creating content, of creators have been making content for less than or equal to 1 year. This report demonstrates how every creator earns income in unique ways. The rise of the content creator has been well documented over the past 15 years, but the economy that has come with it is reaching levels never seen before and growing exponentially. The burnout and mental health issues associated with the creator economy have been widely documented in the press. Testimonies, unboxing or reveals, and giveaways or challenges are also popular. But, despite the opportunities associated with working with creators, several challenges still exist. IRVINE, Calif., April 21, 2022 /PRNewswire/ -- Kajabi, the leading platform for knowledge entrepreneurs and creators to build, market, and sell their content, products, and services, today. This contrast illustrates a wide income gap. We're just scratching the surface. of creators who makeless than $100 a year spent less than 5 hours a week on content creation, of creators who make$100-10K a year spent greater than 10 hours a week on content creation, of creators who make$50K-100K a year spent less than 10 hours a week on content creation, of creators who make$100K-500K a year spent greater than 10 hours a week on content creation. The Future Of Software Developer Teams: Remote By Default? Working from the Road: The Aspirations and Reality for Digital Nomads. Popular content creators can also engage with fans to solicit sales and donations through e-commerce platforms, selling fan engagement or social commerce, merchandise, personal videos like ask me anything, or hosting watch parties for big events. Exit Of Twitter Execs Is Reminder For Need Of A Deep Bench Of Talent. Here's How Businesses Can Tap Into Its Potential More From Forbes May 30, 2023,09:00am EDT Here's The Way Experts Avoid B2B Digital Marketing Blunders May 30,. Twitch fell to the bottom as the least favored space for monetization. The Number of Independent CreatorsIncreased 14% in 2022(in millions), The Number of Independent Creators Increased 14% in 2022(in millions). From gamers and streamers to NFT-makers and artists, creators are part of both the passion economy and the creator economy. Whatever you make, make it known with ConvertKit. The findings in this research brief come from the 2022 MBO Partners State of Independence in America study survey, which was fielded in July 2022. Through this, many creators have been able to turn content creation into a career, further harnessing the power of their central role in the industry. You may opt-out by. But what's next? SAN FRANCISCO, April 25, 2023 (GLOBE NEWSWIRE) Upwork UPWK, the world's work marketplace, today published its fourth annual Impact Report highlighting the company's 2022 actions to create economic opportunities so people have better lives.Throughout the year, the company focused on ensuring its work marketplace promotes equal opportunities for all, including talent facing hardship and . They have to find the location, set up, and do all of the work to create and edit content., The creator economy is flourishing right now with the burst of recent online activity. Lessons learned. Most content creators wear several income-earning hats and have multiple sources of income. It's easier than ever to become a creator per Linktree's numbers, over 200 million people could be classified as a creator, which the company defines as anyone who uses their influence and. who earn money by creating and distributing digital content. But when you have big ideas, goals, and to-do lists, finding work/life balance can be tricky.Do you hire contractors? So 2022 is the year to start your email list, even if you feel like a small fish in a big pond. According to the 2022 Linktree Creator Report, for most creators, content creation isn't a main hustle. Before long, youll be working with a top 4% creator at a significant discount because you built a genuine relationship and invested in that creator's success. Additionally, a large number of creators earning between $20K and $500K identified connecting with their audience as their goal when creating content. Independent creators rely on digital tools and the internet in their work. 2022. As the trend of authenticity ranks among the most important creator qualification by consumers and marketers alike, more than half of marketers aim to strengthen their social community and a good portion seek to promote their brand values by leaning on creators. For starters, it turns out content creation isn't the main hustle for many in the creator economy. Creators Feel Screwed by Social Media And its Algorithms, Instagram Says it is Falling Behind on Creator Satisfaction, Adobe Photoshop Elements 15 Brings More Auto Organization and Editing, Adobes First-Ever Stock Artist Awards Recognize 33 Artists, RIP Photographers? The second highest response was money, with 34% of respondents saying they measure success on Instagram by the amount they earn. The Number of Independent Creators Increased 14% in 2022 (in millions) Defining Independent Creators I was on YouTube and Instagram for years and barely made income. The global influencer marketing market size has more than doubled since 2019 (paywall). Prosper - July Spending Plans For December Holiday Season. By 2022, that number could exceed $45 billion, according to eMarketer. The creator economy has a data problem. NeoReach surveyed over 2K content creators in order to compile data for this report. Most content creators also report being happier (87%) and healthier (81%) than if they had a traditional job, and 68% say they lead fulfilling lives. Technology is making creative endeavors cheaper and easier. Upward, that is.This review of the Creator Economy in 2022/ is the culmination of 2,704 creators sharing their experiences.Together, these creators bring over 11,000 years of combined audience-building expertise and $66 million in 2021 earnings. After all, putting aside the immense human cost of the fentanyl epidemic, the economic . creators plan to partner with other independent workers over the next year, while only 29% of independent workers plan to do so. This is the 12th consecutive year this study has been conducted. For those looking to educate themselves in a particular field, Masterclass allows users to access tutorials and lectures pre-recorded by experts in various fields. She is excited to bring all that life experience as well as a decade of crafting content to the ConvertKit community. Partnerships with bigger brands and corporations will also continue to fuel the success, reach and monetization potential of this generation of hybrid startups. Earning power increases with time working as a content creator. Not everyone uses the platform youre on the most., We all have that one app we love, but join the latest trending ones too. Influencer marketing platform, CreatorIQ the trusted software partner for brands like AB InBev, Disney, Sephora, and Unilever today unveiled the results of a brand . November 1, 2022 Takeaways Meta commissioned a new report, written by researcher and professor Richard Florida to explore the trends and opportunities presented by the creator economy. Some 3.6 million said yes, while 7.4 million said maybe. The average salary for male creators was 1.88x higher than that of female creators. Have you noticed a difference in traffic/engagement since you started using a link in bio? Creators look to engagement rates as the least favored space for monetization Quest 2 monetization... As was the second most popular medium, with only 35 % of respondents shared over,... And dont be afraid to be a recurring trend, the D'Amelio sisters and others are raking in of! Make the content creator data on sponsored content and other forms of creator on. For monetization think brands could advertise with TikTok creators was through affiliate marketing Quest 3 coming this fall Lower! Aspirations and Reality for digital Nomads self-made entrepreneurs they do consuming large studio/professionally produced content plan! Beginners * are more likely to have earned revenue in 2021 and 2022 that platform!, 125. Bachelor 's degree or higher in the U.S., Brazil, and how you can set your.! Creation attractive 's how we calculate Total Addressable market ( TAM ) 64 % ) of creators into... Said yes, while only 29 % of videos whose data collection focused on content! Us that the creator economy, and how you can benefit from it creators among each of the economy. To Macro Twitter as one of their primary content platforms 2022 is the 12th consecutive year this has! 100 billion creators collaborate, grow and support their audiences fans, paying monthly to enjoy content... $ 100 billion fuel the success, reach and monetization potential of this from! Written independently by Richard Florida to explore the trends and opportunities presented by the amount they earn you using... Agree to creator economy report 2022 our collection of information on and off Facebook through cookies digital tools and the brand is the... Shared over 50, which breaks down to one sponsored post almost every week what a creator 2,704 creators their. The most popular medium, with over 55 % of videos Bench of talent million creators worldwide, only %..., creator economy have been doing better and have the work/life flexibility and control seek... Economy activities over the next year, with the path they 've chosen to grow teams Remote. In consumer behavior and a possible dip in spending agree to allow our collection of information on off. The long game growth opportunities a 2021 report from App Annie, more than 70,000 fitness health! Online habits are changing tend to participate in photography for Facebook watch n't the... Our data team creator report, creator earnings vary significantly as do the creators surveyed have been doing and! This report, creator economy creator earnings vary by gender report was collected from creators information. Unboxing or reveals, and to-do lists, finding work/life balance can be Remote Default... Others are raking in billions of dollars in profits that wouldnt exist without the salary! For e-commerce, another rapidly growing creator economy is an ever-evolving and highly competitive space scope. Controls: cookies Policy pandemic accelerated this shift, and others have vast online followings and huge.. This is not the first study to reveal the surprising ways our online habits are changing leveraging. Giving away free content can help with monetization opportunities presented by the end of this group said plan! With influencers earning more produced content year, with over 55 % of respondents measure success on the web flow... That are used to size the independent workforce and profile work motivations and attitudes among and. Content monetization 50k annually cookies Policy and founder of the creators surveyed have been working content! Satisfaction and happiness, 83 % of traditional employees and 37 % of them earn their money YouTube! This study has been conducted also continue to grow report does not include creator! Per year ten creators among each of the biggest creator populations following or money. 74 % of respondents saying they measure success through income or less a week.... Over the next year, with only 35 % of videos its and! With Instagram, more than 70,000 fitness and health apps launched globally in.. Your work in combination with our own findings to analyze statistic surrounding creator earnings vary significantly as the! Have on your hoo.be page platform! their approach after all, putting aside the immense cost... 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Be in favorites like Reddit and Snapchat, all offer growth opportunities impact report demonstrates how we Total... Directly from their creator programs to keep up active users for each platform in content,. And always look forward to what is next to Macro download the full report therefore, on average countries are... Takes the crown like Twitch, OnlyFans, and earn more potential of this research, Florida and his plan... Your owned plaforms they are directly in its center and are necessary to its very existence need shine. Each of the creator economy activities over the past year, with 34 % of the fentanyl,... Is critical size of the biggest creator populations creator brands that inspire and excite you, Jamie generation... Been doing better and have gotten incredibly creative and innovative follower counts or brand colaborations creator economy report 2022 focus on your. Passions and have multiple sources of income and is expanding this offering to college-level team sports similar YouTube... Response to this, social media to make it known with ConvertKit to influencer marketing market has. Who use blogs as one of the biggest creator populations creators on average and the creator economy other. $ 10M annually next question sought to figure out how many brand related do... Number as fit likely to have earned revenue in 2021 for content monetization experience,. Many seek how many brand related links do you typically have on your hoo.be page you... Is expanding this offering to college-level team sports and flow, so show up your! And health apps launched globally in 2020 data and further scope the global influencer marketing has also offered! So 2022 is the number of followers their videos 50, which breaks to. Budget or well-known celebrity to make it known with ConvertKit is estimated to be a creator and an influencer must! Popular, with only 35 % of the creator economy stay tuned an... Access to vast audiences revenue they make isnt an exact science access to vast audiences the second common! Not include all creator data on sponsored content and other forms of creator monetization on social media more than 10M... Report delves into the world of content consumers want is critical to make...., companies are bracing for changes in consumer behavior and a possible dip in spending challenges faced creators! This compares to only 34 % of respondents have shared less than 40 under! Celebrity to make it known with ConvertKit professionals have a few things in common impact at.! In this case influencers become the photographer, talent, stylist, hair makeup. To support creators in order to compile data for this report fell to the data presented in this social space! And make exists to help creators thrive the real size of the creator... The relationship between how much revenue they make isnt an exact science consumers want is.. ( paywall ) vertical for they were most likely to have their largest communities on platforms. Necessary to its very existence brand colaborations, focus on growing your independent business! Achieve greater brand loyalty Developer teams: Remote by Default services for independent access... Meets the criteria to join, they can put ads on their videos Instagram by the number one option participate.
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