Trends Report

The State Of The Creator Economy

Creators Displace The Traditional Advertising Paradigm

May 10th, 2023
Kelsey Chickering, Principal Analyst
Kelsey Chickering Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Mike Proulx , Shar VanBoskirk , Shynise McElveen , Peter Harrison

Summary

Creators — individuals who make and monetize social media content — can make ideas, trends, songs, or products mainstream overnight. They even catapulted TikTok to be the most downloaded app of 2021, and now nearly half of Americans use TikTok monthly. In a Lego survey, “YouTuber” was the top answer — three times more popular than “astronaut” — for what US kids want to grow up to be. The creator economy grew exponentially over the past few years and shows no signs of slowing down. Marketers need a multidimensional strategy to compete for attention in a creator-led world. This report explains the complexities of the creator landscape and what marketers can do to benefit most from it.

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