Juggernauts like Netflix face an existential challenge. Nimble, captivating content creators are gripping the attention of the world. These savvy influencers are taking away their fanbase to start their own empires.
What exactly is a “creator economy?” Fueled by the proliferation of digital platforms and tools, it empowers individuals to build successful brands and cultivate a following of dedicated audiences and in the process, virtually upend traditional media delivery as we know it. Major networks the likes of CNN and Warner Bros. are fast losing ground in this media landscape.
Matt Kimm (@DJPress) has amassed an impressive following with up to 2 million “Likes” on TikTok for his artful music mixing and comedic acts. Kimm draws his followers in by effortlessly switching between himself and his alter ego, Pressed, eliciting responses ranging from the riveting to the revolting–without ever being too far from his raison d’etre: to bring people together.
“It’s like a sophisticated meet-and-greet but you don’t even need to meet your fans, which is even better!” he puts it. Before going into content creation full-time, Kimm had led a successful TikTok media firm but got tired of the corporate stratosphere that drained him of his creativity. Before he knew it, he’d bootstrapped his way into social media content creation stardom.
According to Goldman Sachs, the creator economy is expected to reach $480 billion by 2027, up from the $250 billion it is today. It reflects a fundamental shift in consuming and engaging with media content.
Tucker Carlson’s swift pivot from Fox News to his own streaming network since departing from the media powerhouse was achieved by leveraging his personal brand, his following’s loyalty and creating a thriving media venture offering a mix of commentary, interviews, and documentaries. Carlson’s distinctive personality and worldview that competes with his former employer, is ever enticing.
As audiences increasingly seek personalized, niche content that aligns with their specific interests and preferences, traditional media must learn from the success stories of individual content creators who have built loyal audiences by delivering authentic, engaging, and real content to find success.
Los Angeles-based game analyst and digital consumer strategist, Toni Tambunan, refers to this as the “community” people are seeking.
“People are looking for leadership and a guide because a lot of us are lost sheep. Traditional media doesn’t enable this…you need to build a community because a community is unbreakable,” Tambunan said.
The journeys of household names including Jonny Harris and Cloe Abrams from Vox to independent YouTube acclaim serve as compelling examples. Former video journalists at Vox, Harris and Abrams pivoted from a traditional career in journalism to being independent content creators on YouTube. By cultivating their unique voices and building connections with their audiences, both leveraged the power of their “True 1000 Fans“ to support their work through platforms like Patreon and direct donations. Moreover, Harris, for his insightful and engaging explainer videos, and Abrams, for her thought-provoking content on social and political issues.
Will Wang, intensity in his gaze, poised seductively at the baseline, ready to unleash a fierce serve.
@willywang49 creator, Willy Wang, alternatively, has 6.4 million “Likes” on TikTok. Wang rose to stardom, sharing clips of his teammates and himself playing volleyball to funny TikTok sounds.
“I use trends and recreate them to relate to volleyball,” Wang said.
However, Wang stands apart from other creators in this sphere. His tactic? Be “controversial or funny,” heads before offering more candor.
“My goal is to have my viewers leave comments on my videos. That way, the algorithm pushes my video to more people,” Wang said.
Where traditional media relies on mass-market broadcasting and content is insignificant and uninteresting, it struggles to maintain relevance with consumers; fans gravitate to content emphasizing authenticity and personal branding. Every now and then to keep retention, networks air-divide controversial content that engages viewers by making them upset. Nonetheless, it leaves viewers feeling empty.
“You have to obey the three E’s,” Tambunan explains. “It’s got to be entertaining. Give people a way to exist in the space…to have existence, like in the form of an avatar. It also needs to have some kind of economic economy. Not just necessarily money but in ‘likes,’ comments, and followers.”
With the rise of algorithmic news feeds and recommendation engines prevalent on Youtube and Meta, as well as short-form media content made famous by TikTok, traditional media must likewise embrace a series of strategic shifts and innovations.
In fact, people are willing to subscribe to channels and pay to participate in conversations where content is niche and more suited to specific viewers’ needs. Johnny Harris’s “Patreon” has over 6,238 subscribers, making sustainable and lucrative careers possible.
What does the future hold for media in the creator economy? As audience expectations and habits change rapidly and creator-audience ties disrupt the industry, legacy business models and power structures must embrace a more decentralized production and distribution approach to thrive in this landscape. Significant investments in technology, talent, and engagement are necessary to build sustainable businesses.
What sets traditional media apart from the creator economy comes down to the ease of interaction with the audience. Kimm’s alter ego, Pressed, expressed how he “creates as many opportunities for my audience to engage as possible: running gags, easter eggs in the background, polls, you name it.”
DJ Pressed, lost in the rhythm, steals a secretive moment behind the decks as the crowd pulses to his beats.
Creators who build thriving, engaged communities united by shared interests through the power of authenticity and being relatable continue to tap into the passion and loyalty of niche audiences–something traditional media could learn some valuable lessons from, especially to foster meaningful connection.
