The future of the creator economy over the next 12 months.
Written By Tiffany Sayers
Influencer marketing is changing at probably the fastest rate it ever has and the creator economy is set for some interesting shifts over the next 12 months. Looking back on changes been and gone, it was only a couple of years ago that we wanted the highest possible follower count. Then suddenly follower counts didn’t matter at all and it was then all about engagement, micro influencers and nanos. Now, we’re garnering the best results by ‘seeing your customer as an influencer’ with the big shift into UGC (user-generated content). I think one thing is clear about the creator economy in 2024, we need creators to buy into our brands, rather than the brands buying the creators.
As a social agency owner for 18 months now, I make it my priority to live and breathe digital. Whether it’s reels, TikTok’s, audios, trends, data mining, pop culture or content. We create content for ‘now’ so we need to be aware of what’s trending now. By living and breathing these social platforms and trends as a personal passion, our professional output is hard to compete with.
Recently, we’ve been deep diving in the myriad of 2024 predications and this is a curated list for our readers, because the industry is in the midst of a shift and forecasting the creator economy has never been more exciting.
Influencer marketing is changing at probably the fastest rate it ever has and the creator economy is set for some interesting shifts over the next 12 months. Looking back on changes been and gone, it was only a couple of years ago that we wanted the highest possible follower count. Then suddenly follower counts didn’t matter at all and it was then all about engagement, micro influencers and nanos. Now, we’re garnering the best results by ‘seeing your customer as an influencer’ with the big shift into UGC (user-generated content). I think one thing is clear about the creator economy in 2024, we need creators to buy into our brands, rather than the brands buying the creators.
As a social agency owner for 18 months now, I make it my priority to live and breathe digital. Whether it’s reels, TikTok’s, audios, trends, data mining, pop culture or content. We create content for ‘now’ so we need to be aware of what’s trending now. By living and breathing these social platforms and trends as a personal passion, our professional output is hard to compete with.
Recently, we’ve been deep diving in the myriad of 2024 predications and this is a curated list for our readers, because the industry is in the midst of a shift and forecasting the creator economy has never been more exciting.
Influencer marketing is changing at probably the fastest rate it ever has and the creator economy is set for some interesting shifts over the next 12 months. Looking back on changes been and gone, it was only a couple of years ago that we wanted the highest possible follower count. Then suddenly follower counts didn’t matter at all and it was then all about engagement, micro influencers and nanos. Now, we’re garnering the best results by ‘seeing your customer as an influencer’ with the big shift into UGC (user-generated content). I think one thing is clear about the creator economy in 2024, we need creators to buy into our brands, rather than the brands buying the creators.
As a social agency owner for 18 months now, I make it my priority to live and breathe digital. Whether it’s reels, TikTok’s, audios, trends, data mining, pop culture or content. We create content for ‘now’ so we need to be aware of what’s trending now. By living and breathing these social platforms and trends as a personal passion, our professional output is hard to compete with.
Recently, we’ve been deep diving in the myriad of 2024 predications and this is a curated list for our readers, because the industry is in the midst of a shift and forecasting the creator economy has never been more exciting.
TikTok podcasts – coming to an app near you
Jun 16, 2024
When you think about it, it was only a matter of time really. TikTok can see metrics of how many people are leaving their app to go stream podcasts on Spotify, Apple etc. After pushing for long form content (exhibit A; 10 minute uploads) it’s clear that TikTok is definitely getting into the podcasting game. But why? One of the biggest challenges for podcasters (now) is discoverability and TikTok – being the fastest growing SEO and search tool since Google – knows how to amplify creators to niche audiences to drive genuine (you guessed it!) discoverability. TikTok ‘for you’ pages already push podcast content, it’s true, but currently their user then leaves the app to listen elsewhere and this is the foundation of the case to bring it all ‘in app’. Commercially speaking TikTok podcasts will boom through exclusive publishing deals on TikTok for 2–3-year contract minimums. The result? Enter stage left, the rise of the TikTok video podcast creator.
Footnote: you can now link a podcast episode directly to an upload option in TikTok and if that isn’t proof, I don’t know what is. For more, I’ve linked an article here.
When you think about it, it was only a matter of time really. TikTok can see metrics of how many people are leaving their app to go stream podcasts on Spotify, Apple etc. After pushing for long form content (exhibit A; 10 minute uploads) it’s clear that TikTok is definitely getting into the podcasting game. But why? One of the biggest challenges for podcasters (now) is discoverability and TikTok – being the fastest growing SEO and search tool since Google – knows how to amplify creators to niche audiences to drive genuine (you guessed it!) discoverability. TikTok ‘for you’ pages already push podcast content, it’s true, but currently their user then leaves the app to listen elsewhere and this is the foundation of the case to bring it all ‘in app’. Commercially speaking TikTok podcasts will boom through exclusive publishing deals on TikTok for 2–3-year contract minimums. The result? Enter stage left, the rise of the TikTok video podcast creator.
Footnote: you can now link a podcast episode directly to an upload option in TikTok and if that isn’t proof, I don’t know what is. For more, I’ve linked an article here.
When you think about it, it was only a matter of time really. TikTok can see metrics of how many people are leaving their app to go stream podcasts on Spotify, Apple etc. After pushing for long form content (exhibit A; 10 minute uploads) it’s clear that TikTok is definitely getting into the podcasting game. But why? One of the biggest challenges for podcasters (now) is discoverability and TikTok – being the fastest growing SEO and search tool since Google – knows how to amplify creators to niche audiences to drive genuine (you guessed it!) discoverability. TikTok ‘for you’ pages already push podcast content, it’s true, but currently their user then leaves the app to listen elsewhere and this is the foundation of the case to bring it all ‘in app’. Commercially speaking TikTok podcasts will boom through exclusive publishing deals on TikTok for 2–3-year contract minimums. The result? Enter stage left, the rise of the TikTok video podcast creator.
Footnote: you can now link a podcast episode directly to an upload option in TikTok and if that isn’t proof, I don’t know what is. For more, I’ve linked an article here.
Curation over information
Jun 16, 2024
The next generation of creators to blow up over the next years will be those that enter the era of ‘curation over information’ (according to Influencer and pop culture commentator Nicky Reardon). This is the idea that as technology like AI and social media continues to develop information is really becoming a commodity. For example, we can find a tutorial on basically anything in less than 3 seconds nowadays – thanks to information. Where ‘curation’ starts to matter is that people who have already analysed all the information can then provide advice by curating it down in relevant ways according to their niche, to save their audience time and money. The example Nicky uses when explaining this someone who watches all 10 new release movies before you, can advise which to see at cinema and which to wait for home release. We’ve moved on from the ‘edutainment’ moment (where creators educated in niche areas using an entertaining format) and now we’ll see the next big creators come through the ranks by content curation within niche sectors relevant to their audience interests. Audiences will flock to these creators because they’re giving them value and solving a problem for them. Brands will pay attention to these creators because they want to be at the forefront of the options that the creator curates and boils it down to.
The next generation of creators to blow up over the next years will be those that enter the era of ‘curation over information’ (according to Influencer and pop culture commentator Nicky Reardon). This is the idea that as technology like AI and social media continues to develop information is really becoming a commodity. For example, we can find a tutorial on basically anything in less than 3 seconds nowadays – thanks to information. Where ‘curation’ starts to matter is that people who have already analysed all the information can then provide advice by curating it down in relevant ways according to their niche, to save their audience time and money. The example Nicky uses when explaining this someone who watches all 10 new release movies before you, can advise which to see at cinema and which to wait for home release. We’ve moved on from the ‘edutainment’ moment (where creators educated in niche areas using an entertaining format) and now we’ll see the next big creators come through the ranks by content curation within niche sectors relevant to their audience interests. Audiences will flock to these creators because they’re giving them value and solving a problem for them. Brands will pay attention to these creators because they want to be at the forefront of the options that the creator curates and boils it down to.
The next generation of creators to blow up over the next years will be those that enter the era of ‘curation over information’ (according to Influencer and pop culture commentator Nicky Reardon). This is the idea that as technology like AI and social media continues to develop information is really becoming a commodity. For example, we can find a tutorial on basically anything in less than 3 seconds nowadays – thanks to information. Where ‘curation’ starts to matter is that people who have already analysed all the information can then provide advice by curating it down in relevant ways according to their niche, to save their audience time and money. The example Nicky uses when explaining this someone who watches all 10 new release movies before you, can advise which to see at cinema and which to wait for home release. We’ve moved on from the ‘edutainment’ moment (where creators educated in niche areas using an entertaining format) and now we’ll see the next big creators come through the ranks by content curation within niche sectors relevant to their audience interests. Audiences will flock to these creators because they’re giving them value and solving a problem for them. Brands will pay attention to these creators because they want to be at the forefront of the options that the creator curates and boils it down to.
Influencer marketing is over as we know it.
Jun 16, 2024
And it’s about damn time. It’s not ‘dead’ like a lot of industry nay-sayers are harping on about but brands will become a lot pickier with whom they choose and they’ll be moving into organic product placement over flat out ads. We are already implementing this in our own influencer programs and seeing staggering uplift. The creator will wear or use a product showing it off whilst talking about something completely off topic to any brand messaging. It’s about sparking curiosity and driving them to search the product so they feel like they found it and therefore they ‘weren’t sold it’. The action will happen in the comments and the content will not be ‘an ad’ but more a higher frequency of product placements throughout the creator’s daily life and vlogs, leaning into repetition, words of affirmation and long-term partnerships (rather than 1 off buys). Think brand awareness that drives search to deliver conversion. This subtle messaging is best accompanied by raw files from creator in the UGC style ‘verbatim’ ad sets that are retargeted to specific audience personas and booked for conversion.
And it’s about damn time. It’s not ‘dead’ like a lot of industry nay-sayers are harping on about but brands will become a lot pickier with whom they choose and they’ll be moving into organic product placement over flat out ads. We are already implementing this in our own influencer programs and seeing staggering uplift. The creator will wear or use a product showing it off whilst talking about something completely off topic to any brand messaging. It’s about sparking curiosity and driving them to search the product so they feel like they found it and therefore they ‘weren’t sold it’. The action will happen in the comments and the content will not be ‘an ad’ but more a higher frequency of product placements throughout the creator’s daily life and vlogs, leaning into repetition, words of affirmation and long-term partnerships (rather than 1 off buys). Think brand awareness that drives search to deliver conversion. This subtle messaging is best accompanied by raw files from creator in the UGC style ‘verbatim’ ad sets that are retargeted to specific audience personas and booked for conversion.
And it’s about damn time. It’s not ‘dead’ like a lot of industry nay-sayers are harping on about but brands will become a lot pickier with whom they choose and they’ll be moving into organic product placement over flat out ads. We are already implementing this in our own influencer programs and seeing staggering uplift. The creator will wear or use a product showing it off whilst talking about something completely off topic to any brand messaging. It’s about sparking curiosity and driving them to search the product so they feel like they found it and therefore they ‘weren’t sold it’. The action will happen in the comments and the content will not be ‘an ad’ but more a higher frequency of product placements throughout the creator’s daily life and vlogs, leaning into repetition, words of affirmation and long-term partnerships (rather than 1 off buys). Think brand awareness that drives search to deliver conversion. This subtle messaging is best accompanied by raw files from creator in the UGC style ‘verbatim’ ad sets that are retargeted to specific audience personas and booked for conversion.
In-house content will live, agency developed and delivered content will thrive.
Jun 16, 2024
I hate to say this, but I do think we’re going to see in-house social media teams lose their jobs over the next 1-2 years. It’s not to say that an in-house team won’t be necessary but social media teams come with high overheads for some medium to large corporates. Social media agencies are experts who have refined their services to efficiently produce content shoots, scheduling, reporting, community management and events, all across multichannel outputs. If you’re a business, like most looking to manage your bottom line then don’t be afraid to lean on your social media agency to do some heavy lifting. Smart businesses will bring in specialists for content and lead the agencies to champion their brands through strong in-house marketing managers and ambitious GMs.
Whatever it is, the way you tell your story online can make all the difference.
I hate to say this, but I do think we’re going to see in-house social media teams lose their jobs over the next 1-2 years. It’s not to say that an in-house team won’t be necessary but social media teams come with high overheads for some medium to large corporates. Social media agencies are experts who have refined their services to efficiently produce content shoots, scheduling, reporting, community management and events, all across multichannel outputs. If you’re a business, like most looking to manage your bottom line then don’t be afraid to lean on your social media agency to do some heavy lifting. Smart businesses will bring in specialists for content and lead the agencies to champion their brands through strong in-house marketing managers and ambitious GMs.
Whatever it is, the way you tell your story online can make all the difference.
I hate to say this, but I do think we’re going to see in-house social media teams lose their jobs over the next 1-2 years. It’s not to say that an in-house team won’t be necessary but social media teams come with high overheads for some medium to large corporates. Social media agencies are experts who have refined their services to efficiently produce content shoots, scheduling, reporting, community management and events, all across multichannel outputs. If you’re a business, like most looking to manage your bottom line then don’t be afraid to lean on your social media agency to do some heavy lifting. Smart businesses will bring in specialists for content and lead the agencies to champion their brands through strong in-house marketing managers and ambitious GMs.
Whatever it is, the way you tell your story online can make all the difference.
Threads will bring new talent
Jun 16, 2024
Changing the game despite the fact it’s not an inherently new idea. Threads is an X (Twitter) challenger that was launched around the time X was fumbling the ball. According to Coco Mocoe – “Instagram reels can’t compete with TikTok because TikTok health is A+. But with Threads, Twitters health is at a D- and that’s the point of difference.” Whilst Instagram has a discoverability problem, X (Twitter) has a negativity problem. The key point of difference with X and Threads is that your identity is heavily intertwined with your Instagram. Meaning - you can’t be anonymous (as easily) as X. So, people will be less likely to negative (or vicious) on Threads because of the anonymity challenges. Threads will see new talent rise up regardless but that said, we’re not prioritising threads in our content plans yet as the drop off rate is too alarming.
Changing the game despite the fact it’s not an inherently new idea. Threads is an X (Twitter) challenger that was launched around the time X was fumbling the ball. According to Coco Mocoe – “Instagram reels can’t compete with TikTok because TikTok health is A+. But with Threads, Twitters health is at a D- and that’s the point of difference.” Whilst Instagram has a discoverability problem, X (Twitter) has a negativity problem. The key point of difference with X and Threads is that your identity is heavily intertwined with your Instagram. Meaning - you can’t be anonymous (as easily) as X. So, people will be less likely to negative (or vicious) on Threads because of the anonymity challenges. Threads will see new talent rise up regardless but that said, we’re not prioritising threads in our content plans yet as the drop off rate is too alarming.
Changing the game despite the fact it’s not an inherently new idea. Threads is an X (Twitter) challenger that was launched around the time X was fumbling the ball. According to Coco Mocoe – “Instagram reels can’t compete with TikTok because TikTok health is A+. But with Threads, Twitters health is at a D- and that’s the point of difference.” Whilst Instagram has a discoverability problem, X (Twitter) has a negativity problem. The key point of difference with X and Threads is that your identity is heavily intertwined with your Instagram. Meaning - you can’t be anonymous (as easily) as X. So, people will be less likely to negative (or vicious) on Threads because of the anonymity challenges. Threads will see new talent rise up regardless but that said, we’re not prioritising threads in our content plans yet as the drop off rate is too alarming.
