🔮 What will happen in 2024?
Issue #284
The Creator would be our person of the year, were we to choose one. They power social media and inform Large Language Models. Yet few make money and most are vulnerable to the platforms they serve. But we love them for their creativity and gusto. So here’s to the creator in 2024 may it serve them well. Happy Thursday, Simon
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Embracing the creator in 2024
It’s getting to the pointy end of the year, so it's time for everyone to start making predictions for 2024. Unsurprisingly, when it comes to the creator economy, everyone is focused on AI. More interesting though, is a recent report which highlights the trend to the generalisation and democratisation of the creator economy. Back in 2022 35% of creators called themselves YouTubers, now 55% use the term content creator instead. It’s widened the market, creators no longer rely on one platform, their content has to work anywhere.
Labour protection in the creator economy
One of the big stories of 2023 was the Hollywood writers and actors striking against the big media conglomerates and winning. Could something similar happen with content creators and the big players they work with in the sector? Creators are in a precarious position with platforms able to change terms of payments without warning and bias from brands for white creators.
The influence of influencers
Creators may well be in a position to take on the industry, especially when you consider the influence they’ve had over marketing this year. They’ve shown you can make an impact without slick production and attract a quality audience. They’ve also been able to deliver ‘niche at scale’ and AI advancements will mean this content can find an audience rather than having to target one. This is great for brands, but they still need a strong partnership with the creator economy to reach the right audience with the right content.
Niche at scale on TikTok
A quick look at the engagement rate on TikTok with influencers in 2022 demonstrates how niche at scale works. TikTok nano-influencers (one to 10,000 followers) have the highest engagement rate (15.2%) globally. Micro-influencers (10,000-50,000 followers) came in second with 12.4%.Â
Cool tools
When it comes to engaging your audience in museums, galleries, or any setting, interactive media is a must. Artivive makes it easy to transform physical objects into augmented reality experiences. Simply drag and drop, no expertise needed.
What we're looking at
Do you think whoever came up with this idea had any idea how creepy it is?
Only in the USA would this be a selling point (and maybe required).
Battle of the generations - without the internet.