Connect with us

SOCIAL

Who Really Benefits from the Creator Economy?

Published

on

Who Really Benefits from the Creator Economy?

The Creator Economy has become a much bigger focus over the last few years, with the rise of TikTok sparking a new battle amongst the social platforms to maximize their creator appeal, in order to keep popular users posting to their apps.

Which makes sense. Vine, which many view as the precursor to TikTok, eventually died out because parent company Twitter couldn’t establish an effective revenue share model for short clips, a key challenge of the format. If TikTok can’t get creators paid, they won’t stick around, which both YouTube and Instagram see as an opportunity to mitigate TikTok’s growth.

Combine that with the increasing work from home push, which has seen more people reassessing how they make money, and indeed, whether they could possibly get paid for the content that they post online, and you can see how the platforms view this as a key opportunity to win over more creators, and keep them posting to their apps – while ideally, fending off rising competition.

It all connects up, and for social platforms battling for audience attention, it’s a perfect scenario for them to also lure the most entertaining users to post more often, in order to prop-up their engagement stats.

But there’s one core, essential truth of the creator economy that undercuts the emphasis and enthusiasm in the space: Most people are simply not good enough at being entertaining, on a consistent basis, to make any real money out of being an online creator.

The stats tell the tale – according to a recent survey conducted by influencer marketing platform Aspire, which incorporates feedback from over 1,700 creators, only 4.3% of them are earning six figures or more per year from their online posts.

Which, really, makes sense. Sure, there are the Mr. Beasts of the world – who recently turned down a billion dollar offer for his YouTube channel. But off the top of your head, how many top online creators can you actually name?

PewDiePie, Dream, the DÁmelio sisters. You likely have your own, more niche favorites as well, but I’m guessing that list starts to thin out pretty quick.

One consideration here is that there’s a limit to how much content we can take in. That means that while some of the top stars are seeing millions of views, and occupying hours and hours of people’s time, that also then further reduces the amount of time left for other creators – which means that, realistically, there’s not enough capacity to support an infinite number of creators in an infinite number of niches.  

But the real truth is that being a successful creator is hard.

Not only do you have to be entertaining – which very, very few people are good at every single time they post – but you also need to keep churning out new content every other day. The pressure on creators, in this sense, is very real, and it can lead to significant mental and even physical health impacts for those working to keep up with demand, and keep themselves top of mind for their respective audiences.

But you have to keep posting. Stop uploading your content and people will lose interest, and all that work that you’ve put into building your presence will evaporate very fast.

You have to keep coming up with ideas, and you’ve no doubt seen for yourself how that pressure leads to some of your once favorite creators eventually losing their touch, as they scrape the bottom of the barrel again and again, desperately seeking new inspiration for their content.

The truth is that most people suck at making content, the vast majority of us can’t create great, resonant entertainment every time, over and over again. Some of the more established creators, with bigger audiences, can get away with this, but for most, a run of bad or boring content will see a big chunk of their audience unfollow, losing them all of that attention.

There’s a reason why you see the same movie stars in the top movies over and over again, there’s a reason why you see the same hosts on every other live event on TV. Because being an entertainer is not easy – it takes skill, it takes natural ability combined with a honed focus on what works, and an innate sense of your audience and what they want to see.

Most people just don’t have that, and won’t ever get it, no matter how hard they try.

Creating a trending clip is one thing, but repeating that success is near impossible, and for most, being a one-hit wonder online is the best they’ll ever achieve.

For all the hopes of social platforms that they can get people posting more and more stuff to their apps, helping to boost their all-important engagement levels, so that they can sell more ads, for all the tales that they may want to sell about how creators can make real money online, via their platforms, the truth is, they probably can’t, in general terms.

Most people are not going to see success as online content creators, but the platforms know that the next generation, who’ve grown up with these web-originated stars as their aspirational heroes, are also increasingly hoping that they’ll be the one to make it, and break through the popularity barrier. And they’re cashing in on this, in order to juice their performance stats.

That’s not to say that people should give up. If you’re passionate about a topic, and you create good content, then you should pursue that passion, within reason, and see if you can succeed. ‘Reason’ in this context is relative to your personal situation – but absolutely, exploring what makes you happy, and connecting with like-minded people, can indeed produce results, and career satisfaction.

There’s also the expanded concept of monetization in Web3, and how potential new paradigms for online connection will facilitate more ways for users to take a share of any money generated from their online activity, as opposed to big businesses gleaning the vast majority of benefit from such.

There are potential opportunities within this, but the concept of the Creator Economy being a pathway to monetary success is simply not realistic for the vast majority of people.

As such, it’s less a creator ‘economy’ as it is a ‘creator fantasy’, and it’s the big players that are benefiting from promoting that, and projecting the idea that you too can become a billionaire just by posting online.

You can’t, and it’s safe to say that nobody reading this is ever going to make even $100k from posting videos online.   

The fundamental flaw within the Creator Economy push is that it’s not an equal playing field, it’s not a democratically distributed opportunity, and in the majority, nobody’s really making any money. Except the big tech platforms, which are benefitting from the flood of hopefuls posting to their apps.

And eventually, what’s going to happen is that the field will thin, the brand deals will go to fewer and fewer people, and the focus will switch from broad-reaching approaches in influencer marketing, to curated, managed talent pools of the top stars.

Like it always has, via talent agencies, casting directors, publishers, etc. While the internet opens up new opportunities, time and time again, such potential has also, eventually, highlighted why the system had become the way it was before we sought to reform it.

Because it’s more efficient, it’s more effective, and while you want every single person to be able to go and start posting about that thing they really love, and get paid for doing so, it’s highly unlikely they’ll make it on their own.

But talent agencies could recognize their potential and mentor them, or guide them through to the next stage. Other advisors could see a means to connect these users with brand opportunities.

Which is where the real money will be, in the formation of intermediaries that can spot and manage talent to help maximize their potential, while also acting as a conduit to brand deals.

Maybe, that could be you. But a heap has to go right, even in that scenario.

Essentially, the Creator Economy, as it’s currently being presented, is a farce, and slowly, creators, brands and platforms are starting to realize this. YouTube, Meta, TikTok – all the platforms, of course, want to keep adding tools that will get you paid, as a means to keep you posting. But for the most part, these small payments are just carrots designed to lure you along, as you keep delivering more engagement.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

X Faces Restrictions in India and Pakistan Amid Government Orders for Content Removals

Published

on

New Report Finds That X May Be Inflating its Ad Performance Results

X is facing new challenges in both India and neighboring Pakistan, with the Indian Government calling on X to censor specified accounts to counter unrest, and Pakistani officials seemingly blocking access to X altogether, amid accusations of vote rigging in its recent election.

Firstly, in India. As confirmed by X, the Indian Government has issued a new order for X to ban users that it has identified as prompting civil disobedience.

As per X:

“The Indian government has issued executive orders requiring X to act on specific accounts and posts, subject to potential penalties including significant fines and imprisonment. In compliance with the orders, we will withhold these accounts and posts in India alone; however, we disagree with these actions and maintain that freedom of expression should extend to these posts.”

X says that even though it is moving to fulfill these orders, it will also continue to challenge the Indian Government’s bans through whatever legal means it has available.

It’s not the first time that the Indian Government has demanded specific censorship from the platform, with both X and previous Twitter management being called upon to remove certain comments and users who’ve gone against official rulings.

Last year, X was forced to remove a BBC documentary that was critical of Indian Prime Minister Narendra Modi after it was banned in the nation, which many used as an example to highlight X’s inability to uphold its own free speech approach.  

Twitter, meanwhile, was served with a non-compliance notice in 2021 for refusing to action similar account takedown demands from the Indian Government. In that instance, which directly related to civil unrest, India threatened to shut down Twitter entirely in response, while it also suggested that the company’s Indian staff could face up to seven years jail time for failing to comply.

As such, Twitter was effectively forced to action India’s requests, in order to protect its staff (note: The Indian Government has denied that any such threats occurred).

Both incidents serve as reminders of how authoritarian regimes will look to control mass communication platforms, like Twitter and X, in order to manage messaging, and combat noncompliance.

Pakistan, too, has a long history of seeking to control social platforms, though more notably due to “inappropriate content”, as opposed to what users are saying. Pakistan, which is a Muslim country, has banned various apps, at different times, in response to concerns about content, though in this latest instance, it does seem to be taking a leaf out of India’s book in using bans to quell civil unrest.

X will now have to find a way to maintain an adequate balance between adhering to such requests, while upholding its own “free speech” ethos, though X owner Elon Musk has been clear from the start that his free speech push will not go beyond the bounds of local laws in each region.

So while Twitter has challenged India’s requests in the past, and X has vowed to seek further legal clarification around the same, it will be aligning with the Indian government’s requests, and removing users and content in line with their requirements.

Does that mean that X isn’t willing to stand its ground on its much lauded open speech approach?

No, not when the alternative is to see X banned entirely, which would eliminate all speech for the impacted individuals, and reduce all protests against government action.

And no matter what your opinion of X may be, it is still a highly influential platform, in many ways, which is why officials are still looking to control the discussion in the app.

Though the bigger for question for Elon specifically is how such actions could impact his other businesses.

Tesla is still working to get into the emerging Indian market, which could become a huge sales opportunity for the company. Tesla’s been working with the Indian Government to enact new concessions on import duties, in order to bring its vehicles to market, and it’d be interesting to know whether Indian officials have used such as a lever to pressure action at X.

Based on what we know, it does seem like X would have little choice either way, but it’s another consideration in this instance, which could cause some uncomfortable internal discussions around the same.



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

How I Landed Job Interviews Without Experience

Published

on

Working 9 to 5 Emily In Paris?width=398&height=256&fit=crop&auto=webp

The opinions expressed in this article are the writer’s own and do not reflect the views of Her Campus.

This article is written by a student writer from the Her Campus at Wilfrid Laurier chapter.

As a university student, entering the workplace can be a difficult transition for more than one reason. For starters, simply finding a job to get experience on your resume and begin your career can be one of the most difficult parts. Most jobs want you to have experience, but you can’t get experience without experience in the first place! In previous years, I was unsuccessful in landing summer internships in hopes to kickstart my career. This year, I decided to do my research and do everything possible to land interviews because I knew once I got to that point, I could sell myself into the position. Here are my tips on how to at least get to the interview portion of the stressful job search process.

Finding Jobs

First off, you need to be able to find jobs in your field. As a communication studies student, I was searching for public relations, marketing and social media focused jobs. I used a few search engines in order to find them. I began on Indeed, making my job search varied by using “Summer 2024 student internship” as a starter, and going more specific into marketing, social media and public relations after. Indeed was helpful, however, it seemed very limited. I then went to Google with the same searches. This led to a few more job search websites that gave me a few more job postings. My final place to search was LinkedIn. Prior to this year, I wasn’t using the platform for my job search. Getting a 30-day free trial of LinkedIn Premium helped tremendously, as they give more specific job postings based on your profile as well as tips and tricks to updating your profile to match with those hiring. One thing to remember if you’re looking for a summer job is to start looking early. I applied from January through February, searching for new postings almost daily. I also kept a spreadsheet in Notion to keep track of jobs I’d applied to, the status of if I’d heard back and links to the company websites for future reference once an interview was in place. Keeping this organized will allow you to not only know which jobs you apply to, but how long it’s been and whether you’ve heard back or not.

Resume and Cover Letter

Your resume and cover letter are extremely important because with many applicants, hiring managers may only glance or skim through both. You want your resume to look clean upon first sight, nothing too flashy or dramatic and preferably on a single page. Highlight your education, job experience and skills and abilities without writing too much or too little. I found that once I summarized my roles to two or three points each, I became more successful in landing interviews. If you have stellar grades, adding your transcript to applications is always something to consider, as even if you have little to no experience, your dedication to school may assist you in this. As someone with only retail experience wishing to enter a whole new field, making sure my roles reflected leadership skills, collaboration and possibly marketing skills was important. Any extracurriculars that may highlight the field you wish to enter and apply to is also a key feature to reflect in a resume. As for a cover letter, there are so many templates online as to how to make your cover letter look clean and professional by adding the company’s address, hiring manager’s name and your signature at the bottom. If you’re someone with no experience, talk about personal projects. I ran a TikTok account for years where I discussed books and collaborated with publishing companies and I found that when I had put that information in my cover letter, more companies reached out to me for interviews. The way you shape your interests and extracurriculars is a make it or break for a cover letter.

Keep On Trying

Landing an interview is a long process sometimes. It can become disheartening seeing friends around you land interviews and jobs in their fields as you continuously apply. I’d nearly given up a few weeks in, with no emails or updates on jobs I applied to. But I kept trying, getting feedback on my cover letters, resume and profiles throughout the process and ended up receiving interviews for multiple companies within the same week. The job market is a combination of experience, how you shape yourself through a resume and connections you may have. Don’t be too hard on yourself if it’s taken longer than you wished to land an interview. With a few hours a week dedicated to the search and writing of cover letters, you’ll have interview requests in no time.

Whether you’ve just graduated, are currently in school or just want to kickstart your career, job searching can be a scary thing. With dedication and constant feedback, you’ll become more and more sure of yourself and ability to get the jobs you want. Good luck on the job search and remember all good things come with time.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

LinkedIn Shares New Insights into How Public Group Posts are Distributed

Published

on

LinkedIn Shares New Insights into How Public Group Posts are Distributed

Could LinkedIn groups be making a comeback?

I mean, probably not. Long gone are the Halcyon days of robust LinkedIn groups, most of which have since been overrun by spammers and scammers looking to get attention at all costs, which has rendered most groups, and group notifications, as spam themselves.

But maybe, there is a way for LinkedIn to get at least some groups back on track.

Maybe.

Today, LinkedIn has published a new overview of the work that it’s put into building public groups, which is an option that LinkedIn’s still in the process of rolling out to all users.

Public groups, as the name suggests, are wholly viewable by members and non-members, as opposed to having to join a group to see what’s happening within it. Up till a year ago, LinkedIn users could only create “listed” or “unlisted” groups, with listed communities showing up in relevant searches, and unlisted ones hidden from non-member view. So you could find a listed group, but you’d still have to join it to get a view of the discussions happening within. But with public groups, they’re both listed and the content is viewable.

Which, according to LinkedIn, has been a positive:

Over the last few years, the Groups product has evolved significantly across feed, notifications, creators, group discovery, content moderation, and other domains of organizer tooling. In continuation of these improvements, we launched public groups to help non-group members see valuable conversations happening in groups, and to help group organizers and creators foster more engagement and a stronger community. This has led to a 35% increase in daily group contributors and a more than 10% incremental increase in joins in these groups.

Which makes sense. Enabling users to view what’s happening within groups, especially highly active, well-moderated ones, is going to attract more members. But it is also interesting to consider whether there might be value in switching your group to public, and making it more of a focus.

Within the new technical overview, LinkedIn explains that public group posts are eligible to be distributed in member timelines, as well as their expanded networks.

“For posts created inside public group, we set the distribution to MAIN_FEED to allow for distribution on the home feed to group members, first degree connections of the author, and first degree connections of any members who react/comment/repost on the post. This helps increase distribution of public group posts.”

That could facilitate good distribution for public feed posts, and could help to increase engagement within your LinkedIn group.

As you can see in this example, another strong lure is that only group members can comment on a public group post. Anyone can react to a public group update, but you have to actually join the community, which you can do via the CTA, to participate in the discussion.

In combination, this could be a powerful way to maximize group engagement, and depending on where that fits into your strategy, it could put more emphasis on LinkedIn groups as a means to broaden connection and community.

Though, as noted, many soured on LinkedIn groups long ago, once the spammers settled in. Back in 2018, LinkedIn actually tried to initiate a groups refresh, with new regulations around spam, and limits on notifications about groups activity, to discourage misuse.

That, seemingly, didn’t have a huge impact, but as LinkedIn notes, it has continued to update its group rules and processes, in order to make it a more compelling product.

Could it be worthy of consideration once again?

There are definitely things to like here, and for those who already have active LinkedIn groups, making the switch to “Public” could have some benefit.

I do think that LinkedIn groups require strong moderation to maximize their value, and establishing a core focus statement for your group, and what it’s for, is also essential to help to guide your direction.

But maybe, they’re worth a look once again.

Maybe.

You can read more about LinkedIn’s latest public groups updates here.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS