🧑🤝🧑 Building a creator community in 2025
Issue #336
This is our last issue for the year. I hope you’ve all enjoyed the journey. I think it’s fair to say that 2024 has been the Year of the Creator. While some of the predictions we share below point to to 2025 being the tipping point for creators, especially in terms of brand participation in the creator economy, 2024 was the year we saw creators really take equal, if not preferred, billing against traditional media. It’s great to be here and observe this shift in the way we consume content. Happy Thursday, Merry Christmas, Happy New Year, Simon.
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Where to for creator marketing in 2025?
Wherever marketing budgets have gone, many predict creator marketing will play a bigger role in 2025. But what will it look like? Well, AI will see more content but it also means a lot can be made inhouse. Also expect a rise in the quality of social posts. It’s not enough to throw a generic brand post up. Brands will pay creators for posts that embrace storytelling and the social platform. Finally, these posts need to be relatable, not aspirational.
Creator marketing leads to community
It’s no surprise traditional marketing techniques don’t have quite the same clout they used to. With consumers more interested in what influencers and creators have to say, brands have to embrace this community. The stats say it all. 86% of consumers listen to recommendations and reviews, 84% learn about new products through conversations and 52% would switch a brand if they hear about a negative experience. It means transitional marketing execs have to step back, empower creators and let the community work it out. It’s probably easier said than done.
Off to creator school
Pioneering creators probably never dreamed of reaching so many people, or making money. Most don’t make a full-time living from the gig. That doesn’t stop people from trying which is probably why colleges and universities are offering influencer majors. Topics include spotting misinformation, effective communication and understanding business contracts. Expect a lot of TikTok’s about taking the courses. While there is a need to add some professionalism to the sector, will this take away what audiences love about this content? We’ll find out in 2025.
Cool Tools
This smart phone probe lens is my sort of creator tool. Simple to use, outstanding results, small size. You could basically include this in your backpack go kit and let the others wonder how you achieved such results. It's on my Christmas shopping list.
Hot Tips
Could 2025 be the year that marketers stop being advertisers first and become content creators first? The predictions that are flying around certainly point to that sort of tipping point. Old habits are hard to break but we live in hope.
Viral Hits
It wouldn't be our last issue of the year if we didn't recap the biggest moments on the Internet and the memes of 2024. These US-produced lists highlight one inescapable fact. The Internet is a very parochial beast. Whilst the greatest communications platform ever created, what's popular remains very home-grown.
Stuff from us
Our recent work with Prudential got us thinking about the visual language of AI. Rather than forcing the 'future' look, we let clean design and movement tell the story. Sometimes the best way forward is keeping things naturally simple.