A new article on
Forbes says that 50M people joined The 'Creator Economy' via platforms like OnlyFans, YouTube, Etsy And Twitch. The author remarks on the fact that YouTuber is now three times more popular among kids in the US than astronaut as a prospective job.
It's not just the fame, though. Fortune follows when it comes to creating online. Two million creators are already making six-figure sums. Josh Constine is Head of Content at SignalFire
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"If you take a traditional job where you're employed by somebody else, you can't actually be yourself. In the modern age, self-expression is so integral. We identify ourselves by what we do and how we spend our time."
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However, it's going to be interesting to see how this develops from the point of view of marketing. Sponsored Influencers rake in dollars, but we've already seen backlashes against them, driven by a perceived lack of authenticity - and with more wannabee influencers out there, there's only so many brands to go around, right?. So, maybe going to the brands isn't where the money is for creators?
On OnlyFans, users can sell erotic content to subscribers and get paid monthly fees. Some of those people make more than $100,000 each year by privately engaging with their fans. Anyone can make money if they're willing and able to create. Constine adds:
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"I think society is waking up to the fact that on your deathbed, you care about what you did, not what you owned. People care about how they actually spend their time, and they want to spend it doing what they love, and if they can make that passion into their profession, that's going to drive the biggest long-term fulfilment. Content isn't one size fits all anymore. And finally, people of every type of background and demographic can see themselves represented in entertainment and have their interests catered to."
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That's borne out by YouTube. The platform claims that channels earning five and six figures are growing 40%. This article speculates about whether COVID-19 and more and more channels and ready-made tools for creating has created the perfect forum for amateur creators. Will this change how brands view online celebrities and is this food for thought where marketers are concerned?
