The creator economy has created a buzz over various online platforms. In the past decade, we’ve seen a steady and noticeable shift from the attention economy to a more creator-focused market.
随着互联网的出现，YouTube，Instagram，Patreon和Tiktok等平台的创建以及188滚球地址迅速变化的数字景观，我们看到像我们这样的普通个人会产生越来越多的内容。我们不再专注于大公司的传统基于广告的收入模型，这些模型已定义前几代。
由于这种转变，越来越多的人进入创造者经济这是“激情经济”的子集，全世界约有5000万人认为自己是“创造者”。
But what does it mean to be a creator? What possible repercussions can this shift have in marketing trends?What’s the driving force behind this economy?它在哪里，我们还能期待什么？
让我们深入研究，探索创作者经济的不同方面。
拥抱转变：朝着越来越以创造者为中心的经济发展：
A Primer on the Creator Economy
尽管您可能不熟悉创作者经济的概念，但您可能会定期遇到某种形式。订阅aYouTuber的频道？注册了教程PatreonorTeachable？Following your favorite影响者onTikTok？这些只是构成创造者经济整个范围的许多迭代。
In the content economy, skilled individuals and creatives have access to several online platforms where they can share their talents, passions, and skills, often in the form of consumable content, such as videos, tutorials, music, podcasts, and written works. Through these platforms, creators get paid via their monetized content, subscriptions, or donations, creating their own economy in the process.
The creator economy, over the y耳朵，在全世界的人们中变得更容易获得，为我们提供了越来越多的创作者和同样在增长的受众。这使我们提出了一个问题，即是否有人可以成为造物主。
在严格意义上说,是的,几乎每个人都能来up with niche or quality content nowadays. We can also say that, to some extent, almost anyone can have their dream job, in the context of the creator economy.
但是，人们倾向于将创造者生成的内容赚钱的概念浪漫化。是的，这似乎很容易，但是这种轻松和可及性的感觉掩盖了成为创造者所带来的努力和辛勤工作。像其他任何工作一样，创建内容，尤其是与您的目标受众共鸣的类型一样，需要大量的努力和奉献精神。
In this set-up, you can be one of the best creators, have top-of-the-line equipment, and churn out high-quality content but still only have a handful of viewers. Some get lucky and become popular orviralwithin a short amount of time. For many others, achieving this milestone can take them up to several years.
注意经济与创造者经济
为了进一步了解创作者的经济是什么，您首先需要知道注意力经济是什么。
如何在典型的关注经济设置中测量和利用注意力？
在注意经济中，个人的注意力基本上是商品化的。它被视为一种货币，正在信息涌入的背景下进行交换。想象以下图：您要注意YouTube视频同时推迟或忽略其他职责。虽然可能几乎不可能衡量注意力，但可以从一个人花在专注于某些事情上的时间来推断其价值。
在1990年代后期，迈克尔·戈德霍尔（Michael Goldhaber）提出了从基于物质的经济转变为基于注意的经济，这预示着我们从工业经济到更恰当地命名的注意力经济的分离。尽管这种新经济通常被称为“信息经济”，但Goldhaber认为，关注而不是信息是一种稀缺的“商品”。
随着各种社交媒体平台的诞生以及2000年代的信息量的增加，这种稀缺和宝贵的资源188滚球地址被用作货币。您可以免费或有限地使用数字产品和服务，但要点是，您必须注意这一点，并且在某种程度上是您的个人信息。
过去，内容创建者依赖于平台的受众。188滚球地址但是，随着从基于注意力的经济逐渐转变为以创造者为中心的经济，我们可以观察到一些显着的变化：
- The rise of content creators and the increase of their leverage over platforms
- The decrease in the barriers to micro-entrepreneurship brought about by this influx of creators
- 个人能够发现自己的利基兴趣并与志趣相投的人建立联系，然后他们开始与被视为主流的事物抗衡
These changes brought about a palpable power shift, with online platforms scrambling to give creators tools that can help them monetize their views or audience engagement.
创造者经济and Engagement
This economy puts an emphasis on engagement, community engagement to be precise. A creator who is able to command their audience’s engagement is more likely to succeed in this economy.
创作者如何在线赚钱？
创作者可以通过多种方式在线赚钱。这是一些最常见的手段：
- Shares from advertising revenue
- 创建或发布赞助内容
- 付费订阅
- Selling their own merchandise
- Digital content sales
- 独立企业
其他受欢迎的利基市场包括直播，播客，以及最近的NFTS或不可杀死的令牌。
经济颠覆了传统方法的内容of earning money. No longer do these creators have to work for a boss or be tied to big companies or labels. Nowadays, there are many avenues where creators can market their talents and skills online. Artists, for example, can showcase their crafts on sites like Etsy or Shopify. Gamers can do livestreams on platforms such as Twitch and Mixer.
Creators can even diversify cross-platform. They can have a channel on YouTube for time-lapse painting videos or short tutorials while simultaneously running a page on Patreon where their patrons can pay for a full-length video tutorial on the same subject.
How It Alters Marketing Practices
我们仍然可以看到一些我们最喜欢的创作者内容中广告的普遍性。您非常熟悉视频中间的广告，无法跳过的广告或有时在文章前出现的弹出广告。
These ads break consumers’ engagement with content, interrupting the experience and creating a sense of disconnect between the creator and the audience, and that’s something that needs to be improved on. This, in turn, signals a need for change in the advertising industry.
Jiri Kupiainen, the CEO of Matchmade, suggests that creators should have control over the advertising that goes with their content for them to preserve audience engagement.
好吧，大型社交媒体公司呢？
像Facebook，YouTube和Tiktok这样的社交媒体巨头通过广告交流赚钱。但是，根据Kupiainen的说法，从长远来看，这种商业模式将无法与创作者的经济合作，其需求主要是：a）专注于创作者和b）观众参与。
他预测，在创作者经济背景下如何进行在线广告商业模式的几个具有里程碑意义的变化：
专注于创建者的广告
在可以被认为是激进建议的情况下，Kupiainen认为将重复使用和混合的创建者内容作为广告内容将成为一种司空见惯的实践。这类内容以相对较低的成本产生了高昂的参与度，这使它们成为喂养传统在线广告模型而不会失去对创建者的关注的绝佳替代饲料。
Utilizing creator-based targeting
Picture this scenario: you’ve been browsing for hiking boots a lot lately. When you open a video on YouTube, before it starts, you see an ad for the latest model of hiking boots from your preferred brand.
现在，Kupiainen预测的是从基于兴趣的广告定位到基于创作者的广告的转变。您最喜欢的内容创建者会向您展示广告，而不是被展示您可能感兴趣的内容，而不是为您的一位粉丝展示广告。
The rise of different marketplaces
Kupiainen predicts the rise of unique marketplaces for creator media inventory. These marketplaces will, in a way, compete to see which one is able to first bring creators, advertisers, and platforms together.
一方面，平台拥有的市场虽然最初获得一些吸引力，但无法完全满足创建者经济的不断变化的需求。另一方面，独立的市场将在在线平台和创建者之间的模棱两可的关系上蓬勃发展。188滚球地址
From these two, there will come a hybrid marketplace that is able to leverage big data and machine learning for efficiency, while still being able to make “human” decisions.
1,000名粉丝？尝试瞄准100位真正的粉丝
Many creators dream of being able to live off on their income from their content. A popular essay by Kevin Kelly claims that for a creator to be successful, they only need thousands of true fans, or fans who are willing to purchase anything that their favorite creator makes.
If you’re able to build a following of 1,000 loyal fans who fork over an average of $100 per person annually, then you, as a creator, may earn enough money to make a living off content creation.
然而，李金, a venture capitalist, proposes something more offbeat: making money with fewer fans. She posits that creators can make more money by having only a hundred super fans who are willing to pay them up to $1,000 a year.
这是如何运作的？
Let’s say a creator comes up with quality content that they decide to publish for free online. They can amass a huge following via horizontal social platforms (think general platforms like Facebook or Twitter) or through email lists.
The creator can then leverage some of these fans and turn them into true fans who will patronize the creator’s high-value content, whether in the form of having access to exclusive content or access to value-adding extra content.
那么，创作者如何赢得忠实的超级粉丝？造物主如何鼓励他们的粉丝在他们身上花大笔钱？
通过给粉丝一个具有有意义价值或目的的产品。
创作者了解，粉丝们渴望自我完善和转变。这就是为什么他们为他们提供独家的增值内容，这些内容可以帮助改变生活的各个方面，无论其健康和健康，工作或教育。
Think of it this way: in an offline, real-world setting, people are willing to pay for the services of skilled professionals who can help improve their lives. This “value” mindset is being carried over into the online world and has prompted content creators to come up with content following the value model.
李金then suggests a “recipe” that can help creators gain more while having fewer fans: go niche and use their audience’s desire for results as leverage. But, the “recipe” goes beyond that and calls for four core principles:
- 高质量和独特的内容
- Being able to deliver concrete value and results
- Accountability
- 访问独家的增值内容，造物主的认可，并带来一种提高社会地位的感觉（与观众有关）
How Creators are Utilizing the Content Economy
How have creators utilized the content economy over the years?
Aside from creating music, videos, and livestreams, creators have become more creative at coming up with content for their audience.他们还冒险进入金博宝188备用网址, patronage, fan engagement, online courses, and merchandise.
让我们看看一些最受欢迎的途径内容创建者:
- 博客
- 电子书
- 摄影
- 播客
- Webinars
With these platforms come several ways in which content creators make money. According to Virtually Founder and CEO Ish Baid, there are three main ways that creators have utilized the content economy to generate an income: advertisements, donations, and sales.
- Advertisements.内容通过Google Adsense获利。诸如Googl188滚球地址e或Facebook之类的在线平台向您的受众展示广告，从创建者和分销商中，从中的利润将分为一半。该途径通过在发布者或内容创建者网站上的流量获利。
除Adsense外，其他两种流行形式的基于广告的货币化是品牌赞助和会员链接。
Brand sponsorships give content creators the opportunity to promote a particular brand and get paid for doing it. Many companies are getting on this train as they can expect up to 10 times more return on investment when their brand is endorsed by a content creator, compared to relying solely on traditional methods like pop-up ads or ad banners.
同时，会员链接是一把双刃剑。一方面，创作者可以从会员链接中获得成功的销售。另一方面，如果没有人最终使用其会员链接购买产品，他们最终可能会免费推广产品。
- Donations.捐赠是他们面对的价值 - 他们的顾客向创造者捐款，他们不希望得到任何回报。捐赠的流行途径包括Patreon和Ko-Fi。
根据平台，捐赠可以是常规收入来源。但是，这可能会劝阻某些内容创建者，因为某些平台可能会产生高交易费用。188滚球地址捐赠金额也可能有所不同。
- Sales.One of the emerging platforms for monetizing content is through selling merchandise or services. Some of the most popular merch being marketed by creators include apparel, e-books, online courses, and artwork.
同时，一些内容创建者提供了诸如演讲活动或自由职业者的服务。由于创作者倾向于获得100％的利润，因此这种途径越来越受欢迎。它也相对容易进入。但是，根据BAID，基于销售的收入可能是耗时的，可能需要进行前期投资。
YouTubecreators, for example, are able to monetize their content via Google Adsense, sponsorships, and patronage. But before they can start earning from the videos, they need to consider a number of factors such as optimizing their content for the YouTube search engine and creating engaging and high-quality content.
What’s In Store for the Creator Economy?
无可否认，向更具创造者的经济迈向地震的转变。这种新的内容经济使全球数百万个人能够做自己喜欢的事情并分享自己的技能，同时又能够从受众参与度中获得收入。多年来，内容创作者在网上和离线上都雕刻了重要的存在，在此过程中创造了自己独特的经济。
这一转变还表明，与大公司决定和限制观众可以看到或可以访问的东西的速度缓慢但最终偏离了。传统模型正在撤消，所有这些都以能够满足这种新经济的需求的名义。
我们现在看到的是创作者经济带来的无限机会。随着公司和创作者继续寻找吸引观众的新方法，我们还可以期望这种经济变得更加多样化。还对更多的途径进行了调整或制定，以满足创作者及其受众的不断变化的需求。
The creator economy has given us a more democratic take on consumerism, giving creators an avenue where they can do what they love, while enabling the audience to actually have a say in the kind of content they actually want to consume or patronize.
