For decades, mass media platforms were ruled by the entertainment industry, news channels, and the big players of consumer brands. It was not difficult to be influenced by their content. To be able to contribute with an impactful message on such platforms, one had to be employed by them. But not anymore!
With the rise of social media, media content is no more centralized. Now, content can be created by anyone, anywhere, and is not owned by any company or channel. These are solely owned content by individuals who have access to such platforms. Changing patterns of content contributed to the boost of individual influencers and content creators. This resulted in the formation of a community that doesn’t follow any traditional media norms. The community builders consist of influencers, artists, bloggers, and more. As they grew, the platforms grew with them. Social media platforms have now empowered the content creator community to monetize their content. Brands are now heavily reaching out to creators for collaboration and other arrangements to engage with audiences. This transformed the creator community into a creator economy. These creators now have the potential to be the founders of their own brands and have grown from just an influencer account to an app, website, and merchandise for their fans. By 2021, there were close to 50 million independent content creators and other community builders.
Brands and Creators
The creator economy has paved way for newer avenues of income. No more sitting in a cubicle with only one source of income. In this economy, one can generate revenue by producing content that is consumable and influential. Creators today have millions of followers, which brands take advantage of for their promotions. The Influencer Marketing Hub estimates that the total market size of the Creator Economy adds up to around $104.2 billion. Also, since October 2020, $800 million have been invested in the Creator Economy as venture capital. One of the reasons for this boom is the digital transformation observed during the pandemic which exponentially grew the online content creator industry
Creating in the Metaverse
For any online creator to thrive, engagement is the key to success. Building and connecting with their community is the primary objective in a content economy. It’s an unconventional two-way communication and hence the content should be what the community most aligns with. However, consistently achieving this is a difficult feat.
- Creators can interact with their fans across the globe in the real-time virtual world. The 3D meetups will have no geographical, demographic, or crowd restrictions.
- They will have the luxury to create their own virtual world and build a unique experience for their followers with new ways of engaging activities.
- With Blockchain, creators can have complete control over their business with powerful ways to monetize work in the absence of a power hierarchy. For example, NFTs are a revolutionary way for online creators to monetize their work without losing ownership of it.
- Elimination of barriers, traditional methods, and technological obstacles to expanding business anywhere in the world.
This is a world of creators
The metaverse has opened numerous avenues for supporting artists and creators alike in the virtual world. With complete control and business independence, it has empowered people to reimagine their social media platforms and content. And this is just the beginning. With Blockchain, NFTs, and decentralized platforms, Web 3.0 has a lot more to offer. The opportunities are waiting to be explored which will only enable the creator economy to grow rapidly.