Ta kontakt med oss


Who Really Benefits from the Creator Economy?


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.  

Se även  Intresset för att lämna Twitter växer i takt med att Musks grepp skärps

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.

Se även  De fem bästa strategierna för att marknadsföra en bok på sociala medier [Infographic]

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.

Se även  LinkedIn Adds New Elements to 'Creator Mode' Including Audio Events and New Audience Growth Opportunities

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.


Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress


Vad händer härnäst för Constance Hall efter drama i rättsfall


Vad händer härnäst för Constance Hall efter drama i rättsfall

Mummy blogger Constance Hall is considering her next steps after recent court action resulted in her being ordered to pay $15,000 to the creators of her now-defunct website.

The Perth mother-of-seven, best known for her highly publicised Facebook blog with more than one million followers, was taken to court by Annabel and Jody Olward, who designed her website Queens of Constance.

The case, heard in Western Australia’s District Court and which wrapped up on May 19, revolved around a deal made between Ms Hall and the Olward sisters in 2016, whereby they would create her website for free in exchange for a 50/50 split of its advertising revenue.

Judge Christopher Stevenson found while Ms Hall failed to maintain the agreed-upon frequency of blog posts, neither party fully understood the magnitude of the venture.

Ms Hall was ordered to pay the Olward sisters $15,000 in damages, but the court also heard Ms Hall would receive $5250 in a counterclaim.

But how did it get to this point, and how did a self-professed queen, self-confessed bogan, and at times controversial figure, become something of a household name in Australia?

A couple of years before fame came knocking, Ms Hall was a struggling single mother, taking care of four children under the age of five, including newborn twins, and a separation from then-husband Bill Mahon.

Se även  Aktie- och aktiemarknadsnyheter, ekonomi- och finansnyheter, Sensex, Nifty, Global Market, NSE, BSE Live IPO News

The now-39-year-old turned to Facebook as an outlet, creating a page to blog, firing off a quick post to vent, and going about her day.

Camera IconConstance initially used her blog as a place to vent, and now uses it to discuss broader women’s issues, matters of equality, and sometimes back to her roots of parenting. Facebook Credit: Supplied

Constance — or Con for short — built a sizeable following, and had some experience with posts going viral. But “parent sex” would change everything.

“We had ‘parent sex’ yesterday,” wrote Ms Hall on January 5, 2016.

“You know what parent sex is, it’s that 3.5 minutes you get in between changing nappies and making food.”

Hall goes on to describe the quick lovemaking session, with measures taken to make sure her kids are none-the-wiser.

“It’s a pretty romantic scene really, listening to Iggle Piggle in the background, knowing your days are numbered when you here [sic] the ad break.”

The post resonated with Australian parents due to its honesty, its rawness, and its lack of filter: all descriptors that have been attributed to the Constance Hall blog, which exploded in popularity when the media got a hold of the “parent sex” post.

When “parent sex” was posted, her blog had about 250,000 followers. By the end of that year, it had ballooned to a million. And at the time of writing, it has 1.3m Facebook followers.

It was during this time the website fiasco involving the Olward sisters took place.

But two books, a clothing label, Dancing With The Stars appearance, a TEDx talk, charity ambassadorship, the court case, and another baby and two stepchildren later, and the Constance Hall empire continues to grow.

She still finds time to make regular blog posts; her latest musings, posted on Tuesday, explores the competition between women, societal pressures in a patriarchal world, and how it affects the development of teenage girls.

“For all the teenage girls out there, I need you to know something – you will come across bitchiness a lot in your life, but do you really understand why?” she wrote.

“I’m sure a lot of people have said the words ‘she’s just jealous, ignore it’ but I think it’s a bit more complicated then [sic] that.”

Ms Hall is no stranger to criticism, having spoken out in the past about bullying and how her meteoric rise to fame turned her into a polarising figure.

In a 2019 interview with reporter Allison Langdon on 60 Minutes, Ms Hall said she believed “tall poppy syndrome” was to blame.

“I think it’s probably one of the main reasons that everyone hates me, because the following got so big,” she said, and even confessed her thoughts turned to self-harm at her darkest point.

“There was definitely a time where I was just like, it would just be easier to not even be here.

“It was something that sort of swirled around in my head. I’d never felt like that before. I’d never even considered … like that’s terrifying. How could anyone do that, you know?”

Since her famous “parent sex” post in 2016, Ms Hall has become the target of online trolling and harassment.
Camera IconSince her famous “parent sex” post in 2016, Ms Hall has become the target of online trolling and harassment. Credit: Supplied

“People when they were commenting on my articles, weren’t so much commenting on the content, they were commenting about me,” Ms Hall told Mamamia’s Keryn Donnelly, also in a 2019 interview.

“It became more about me and less about my content.

“The trolls will do anything they can to completely destroy me. And that gets the jugular, that’s what they go for.”

Looking ahead post legal drama, Ms Hall is focusing her efforts on a new podcast.

“So this is happening,” she wrote on a post on May 16, on both her Facebook and Instagram accounts, announcing her latest venture.

“To be Frank with Constance Hall. The podcast that’s been forever in the making.

“Like everything I’m doing this independently, ok to be completely honest. I did pitch it to a network, but they failed to see its commerciality, thinking sponsors won’t take to the rawness of the content.

“Which is kind of a compliment right?”

It’s shaping up to be full of Ms Hall’s unfiltered style, discussions about life, “and some of the truly tapped shit that I find myself rabbit hole googling in the middle of the night.”

However, she doesn’t reveal which network decided to pass on the show.

It’s also yet to have a release date, but Ms Hall assures her followers, which she calls Queens, she will let them know as soon as it’s confirmed.

NCA NewsWire attempted to contact Constance Hall for this article.


Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress
Fortsätt läsa


Google utökar sitt coachningsprogram för digital marknadsföring för små och medelstora företag


Google utökar sitt coachningsprogram för digital marknadsföring för små och medelstora företag

Google has announced an expansion of its digital coaches program for SMBs, which provides online marketing advice and assistance, for free, to diverse small businesses across the US.

The program aims to connect SMBs with approved digital coaches from their area, in order to help them navigate the various aspects of getting their business online and maximizing brand awareness.

Originally launched in selected regions back in 2019, Google’s now expanding the program, with new coaches in Georgia, Iowa, Michigan, North Carolina, Ohio, Oklahoma, Oregon, Pennsylvania, South Carolina and Virginia.

Som förklarat av Google:

“Trained in partnership with Main Street America, these new coaches will work with businesses in their home states, with a focus on those that operate in small towns and rural communities. Digital Coaches will offer ongoing workshops on topics designed to help small businesses grow and thrive, including connecting with customers, selling online, and improving productivity – all for free.”

The benefit for Google, of course, is more ad spend, and more focus on improving the details of each businesses listed details, which will enhance Google’s database of businesses, services, and products that it can then highlight in Search.

So it’s free, in direct cost, but there are also clear benefits for Google in providing this education to as many businesses as possible.

Se även  Worsening economy has more shoppers getting online info before making in-store purchases

Google says that there are now 28 certified Grow with Google Digital Coaches across the US, helping Black and Latinx businesses to maximize their digital presence. Thus far, they’ve helped more than 160,000 small businesses gain new skills, and this new expansion could see that number rise rapidly, easing more businesses into the digital shift.

You can learn more about Grow with Google Digital Coaches, and how to access them, här.


Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress
Fortsätt läsa


Största böterna enligt EU:s integritetslagstiftning


Mark Zuckerbergs sociala medieföretag – ägare till Facebook, Instagram och WhatsApp – har fått ungefär två miljarder euro i böter

Mark Zuckerberg’s social media firm — owner of Facebook, Instagram and WhatsApp — has racked up roughly two billion euros in fines – Copyright /File Brendan Smialowski

Joseph BOYLE and Jules Bonnard

The European Union rolled out its mammoth data privacy regulation five years ago this week, and has since handed down billions in fines.

Ireland’s data watchdog smashed the record for an individual fine on Monday when it demanded 1.2 billion euros ($1.3 billion) from Meta over its transfers of personal data between Europe and the United States.

Here are some of the worst offenders of the General Data Protection Regulation (GDPR):

– Meta: undisputed fine king –

Mark Zuckerberg’s social media firm — owner of Facebook, Instagram and WhatsApp — has racked up roughly two billion euros in fines.

Breaches by Meta have included a mega-leak of some 533 million phone numbers and emails, mishandling children’s data and repeatedly failing to give a legal basis for its data collection.

Meta, along with the likes of Google, Twitter and LinkedIn has its European headquarters in Ireland, a low-tax regime that has courted big tech.

The Irish privacy watchdog has been reluctant to hand down big fines but said in a statement on Monday that the EU’s central authorities had ordered it to collect 1.2 billion euros from Meta.

Se även  China's students leap 'Great Firewall' to get homework help from ChatGPT

Austrian campaign group NOYB said it had spent millions in a decade-long legal battle to force the Irish watchdog to tackle the case.

“It is kind of absurd that the record fine will go to Ireland — the EU Member State that did everything to ensure that this fine is not issued,” said NOYB’s Max Schrems.

– US giants: In Meta’s shadow –

Luxembourg lit a torch under the Silicon Valley data industry in 2021 by slapping Amazon with a record fine of 746 million euros.

The country, whose low-tax policies have led campaigners to label it a tax haven, refused to give details of its decision at the time, only providing a brief statement after Amazon revealed the fine in its regulatory filings.

The online retail giant had been sued by a European consumer group claiming personal data was collected for ad-targeting without permission.

However, Amazon denied any breach and promised to appeal. It is unclear whether the fine has been paid.

Google has faced plenty of GDPR pain too.

France’s data watchdog hit the search giant with 50 million euros in fines for a lack of transparency on its Android mobile operating system in 2019 — the biggest such fine of that year.

– Clearview AI: Widespread penalties –

Se även  Dive into June’s Member Benefits with EA Play and Game Pass

Clearview AI may not be a household name, but it claims to own billions of photos of people’s faces that it sells as a searchable AI-powered database to law enforcement and other clients.

It scrapes the images from the web, often from social media accounts, without asking permission.

Privacy watchdogs in Greece, Italy, France and the UK have all hit the US firm with fines totally roughly 70 million euros, and regulators in Germany and Austria have declared it illegal.

The firm has consistently said it has no offices or clients in Europe and is not subject to EU privacy laws.

The status of the fines is unclear. France issued a penalty of five million euros recently, accusing the firm of failing to pay the initial fine.

– Public bodies, hacks –

In the early days of the GDPR, several watchdogs cracked down on public institutions, raising profound questions about the regulation’s scope.

Bulgaria fined its own tax authority around three million euros in 2019 after hackers stole the details of millions of people.

But several issues in the case were referred to the European Court of Justice, including whether such a hack automatically meant the data controller had not complied with GDPR.

The court has not yet issued a final decision.

Se även  De fem bästa strategierna för att marknadsföra en bok på sociala medier [Infographic]

Portugal handed down one of the first significant fines under GDPR — 400,000 euros — in November 2018 to a hospital near Lisbon.

The watchdog ruled that the institution had allowed unauthorised access to patients’ data and the case was seen as an early wake-up call for public bodies to get busy with GDPR compliance.

Portugal later gave public institutions three years to adapt to the new regime, meaning the fine was never enforced.


Håll ett öga på vad vi gör
Bli först med att få de senaste uppdateringarna och exklusivt innehåll direkt till din e-postinkorg.
Vi lovar att inte spamma dig. Du kan avbryta prenumerationen när som helst.
Ogiltig e-postadress
Fortsätt läsa