Harnessing the Power of the New Creator Economy

More than 50 million people worldwide consider themselves to be “creators.” The creator economy may seem like it crept up out of nowhere. In reality, this $20 billion industry has been steadily rising for several years, even as early as 2011 when YouTube began using the term to describe the niche video “vloggers” on its platform. Who are these creators? Why is the term dominating headlines now? And how are “creators” different from their $16.4 billion “influencer” counterparts? This session will dive into the forces behind this explosive industry and how brands should start to re-evaluate their content creation strategies to incorporate these savvy, (and influential) digital powerhouses.

After this session, you’ll be able to:

  • Identify opportunities for your brand within the creator economy
  • Take steps to incorporate creators into your content strategy
  • Differentiate creators from influencers and harness their standing as digital powerhouses