Content creation is the cornerstone of contemporary digital marketing and communication strategies. In most cases, this is focused on social media platforms, where a vast majority of content is consumed.
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Dec 28, 2023
Social Media Marketing
Content
Content creation encompasses the development of material intended for self-expression, distribution, marketing, and publication across various mediums. This can take multiple forms, from textual and visual to auditory and interactive, each serving a unique purpose in engaging audiences. This digital tilt of society means that content creation is the primary means of communication for brands and businesses. As content creation now defines much of what we consider marketing, social media has become a creative playground for information and experiences conveyed through various media to deliver value to consumers. These platforms not only host a diverse range of content, from text posts and images to videos and live streams, but they also facilitate unique interactions between creators and their audiences. Furthermore, the rise of features like stories, reels, and interactive polls on platforms such as Instagram, TikTok, and Twitter has expanded the creative possibilities, allowing for more dynamic and engaging content than ever before.
Content Creators
A content creator is an individual who produces material that has enough value for people to follow them on social media, which could mean they create content that's informative, entertaining, or anything in between. Most content creation is on social media platforms, where a vast majority of content is consumed. Content creators are a broad category and may include celebrities, politicians, professionals, artists, or essentially anyone with a public social media handle who makes content. Influencers have emerged as a prominent subset of content creators, typically characterized by a large following on social media platforms, with enough social clout to influence others in varying degrees. Influencers have the power to mold public opinion and are frequently involved in endorsing products, spreading memes, championing causes, and popularizing various ideas or trends. Additionally, the rise of digital platforms has democratized content creation, enabling anyone with a unique perspective or skill to build a social media audience and make an impact, regardless of their existing popularity or professional background.
Creator Economy
The creator economy represents an economic model that enables individuals to monetize their online content, goods, and services by tapping into their own creativity, talents, and passions. About 23% of people contribute as creators, engaging in activities such as photography, videography, and creative writing across digital platforms like social media and blogs. Interestingly, Millennials form a substantial part of this economy, accounting for 42%, whereas Gen Z makes up 14%. A notable 48% of creators are driven primarily by the desire for freedom of expression, with only 26% motivated by financial gain. Influencers, often seen as the face of the creator economy, actually constitute just 14% of it. While content creation can indeed be a lucrative venture, it often starts as a side hustle, requiring significant time and commitment to turn into a successful full-time endeavor.
The creator economy is not just about money, it also plays a significant role in advancing social causes. An overwhelming 95% of creators actively support causes important to them, with food and housing security, social justice, and climate change being top priorities globally. Creators frequently use their platforms to raise awareness about social issues, give voice to underrepresented causes, and generally behave with concern for society in a way that is absent from "creator accounts" that are managed by brands and businesses. Regular creators and influencers find content creation to be an important creative outlet which supports their mental well-being. Research from Adobe has shown that the more time creators spend creating and sharing content, the happier they feel. For the wider consumer population, the opposite effect has been found in numerous studies around the way social media impacts individual mental health.
Types of Social Media Content
Valters Lauzums
Adjunct Instructor
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