economy will nearly double in size over the next five years to reach $480 billion compared to its current $250 billion market share. Despite not having the same name recognition as some celebrities, content creators with massive online followings are landing major deals.
In a watershed moment for digital content creators, the new streaming service Kick signed a $100 million deal over two years with xQc, a Canadian streamer who left rival platform Twitch. This historic, non-exclusive contract, secured by Evolved Talent Agency, is larger than the $97.1 million LeBron James just signed with the Lakers and is the 12th largest deal in entertainment history.
Impressive numbers aside, brands are working with digital content creators because of how much more accessible social media is as an advertising platform compared to traditional channels. This is especially true for new and emerging brands looking to earn the greatest return on their investment.
The content marketer world is evolving every day.
While trends play a key role in determining success, content marketers must have a greater understanding of how to balance technology with consistency across campaigns. This means knowing when to participate in or create viral moments, navigating a constantly changing algorithm, and tapping into emerging platforms.
Unlike influencers, content marketers establish a strong brand identity that allows them to seamlessly incorporate trends into their content and branded campaigns rather than forcing disingenuous deals onto their audiences. This is because content marketing is a two-way street where creators know how to maintain their authenticity and work with brands that share the same values, emphasizing consumer reliability and brand alignment.
For content marketers, individuality is their talent. And while it’s still too early to determine AI’s impacts on the creator economy, brands are already looking at integrating the technology across marketing efforts. Creators and brands alike will need help navigating and activating new territory.
Both sides can benefit from working with entertainment agents who understand the value of talent and can coordinate branded deals or events while building relationships with necessary audiences. Bringing in legal representation can make sense of contract terms, like negotiating payment or ironing out details around using a creator’s likeness in future AI content.
Successful content marketing requires more than simply uploading a video or sharing analytics and metrics. It relies on investments between creators, brands, talent agents, and legal representatives to develop meaningful partnerships based on a holistic understanding of the parties at play. This will help content marketers maintain organic growth and stability as audiences move away from influencers and towards authenticity.
As technology evolves, brands must remember just how much a creator’s human touch drives consumers.
As seen on the Inc Africa
