Currently, 86 percent of young people are full-time content creators.
Influencer marketing is expected to grow to a $16.4 billion industry by 2022.
In 2022, the influencer industry is worth around 13.8 billion dollars.
Social networks have become a world that means for many people new economic forms, one of them being the marketing of influencer. Alejandra González, CEO of TNG Management and Commercial Director and Director of Public Relations for DW Group, detailed in an exclusive interview for Merca2.0, that today the influencer profession exists thanks to the world of advertising.
the figure of the influencers it has become one of the most important in the world, where brands and companies are joining this new economy of content creators. That is why there is already a definition for the marketing of influencers, that specialists detail as a novel marketing strategy that consists of achieving a series of collaborative links between brands, companies and those people with great visibility and prominence on the internet, who are known as ‘influencers’.
In that same context, the number of content creators in the world has grown day after day. According to Linktree company datain your report”Creator Report”, there are about 200 million content creators around the world.
Given this, platforms like Facebook, Twitter, Instagram, TikTok and Youtube They have become the perfect medium for many brands to carry out their advertising campaigns and thus reach a wider audience.
According to data from studies conducted by CPI Celebrity Performance, brands that use the image of a celebrity in their advertising campaigns have greater credibility and sympathy among the public. This ultimately translates into a higher probability of purchase by the consumer.
The economics of content creators
For Alejandra González, CEO of TNG Management and Commercial Director and Director of Public Relations for DW Group, it stands out as a director in a management company and digital agency that works with talents and brands, the importance of these figures in recent years.
“Our core business is creating careers with digitally native talent and our role as a talent agency is to be a participant in all of this, like the so-called creator economy,” he said.
He also added that the first step they take into account to work with these creators is to know what their dream is, what their passion is, and where they want to take their career. “This is very much in line with how we are developing relationships with brands,” Explain.
The specialist in translating key insights for content creators recognizes that right now with the democratization of connectivity and With so much freedom of expression that both creators and viewers have, it is possible to grow faster in this profession, if this figure is trained and professionalized.
“Today more than ever, Internet users are much more sophisticated in the type of information they are looking for and what they want to get out of this information, and also post-pandemic and the growth in connectivity in recent years. The responsibility has been much greater in the way of informing”, she adds.
He explains that the concept of the creator economy already exists and the main pillar that gave rise to a profession as an influencer or content creator is the world of advertising.
“I think that more and more we have to be strategic with advertisers, knowing how they can participate, not just in tactical issues such as a post, but in strategies, how to tell the brand story, how to make talent part of their creative teams. ”, he asserts.
As part of the trends in this industry for 2023, González says that it will become increasingly difficult to find these talents that have a long-term purpose.
“This economy of creators is for me the economy of the passion of doing what you want to do,” he said.
And this is how the world has changed thanks to technology and digitization, developing new professions and economic paths that are preferred by new generations.
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