The creative economy is bursting with opportunity as we dive into 2022. But why is it better than ever?
There’s a lot going on right now – from pandemics to changing privacy regulations. Traditional marketing techniques have never been trickier to implement. Because of this, creative content-makers and marketers have turned elsewhere: social platforms.
Welcome to the new(ish) world of social media and subscription-based marketing – where all your advertising needs are a click away and then some!
Let’s take a look at why 2022 is the year of creative:
Who me? I’m a creative
More than 50 million consider themselves content creators now. Though platforms such as TikTok may have started as a fun time-passer in the insanity of isolation, users have found they can maintain a full-time career through it.
That’s no number to scoff at, and clearly, social media platforms are eager to get involved. Investors have poured $1.3 billion into social ad space – TikTok leading the creator fund money flow with $200 million and making waves across the platform as a result. The more empowered content creators feel the more social media channels will flourish.
But what do you really need to know when it comes to the current state of the social media space?
- Snapchat spent a whopping $250 million in 2021 for creators to exclusively use its feature, Spotlight.
- Meta announced an investment of $1 billion for further creative opportunities on its platforms.
- 58% of users say that in the next 12 months, [they] would pay a monthly subscription fee between $1 and $15 to access their favourite creator’s exclusive content.
The key? Not only are brands investing in social media advertising, but they are also eager to splash the cash for your content on their PVOD services. Until that spark dies down (if ever), it’s a vital area you should consider getting your content on.
Right now, the big dogs are barking-mad for your creative. Whether you’re an independent influencer or brand, you should be focusing on making top-quality content that catches the eyes of those looking for exclusivity.
But…
The questions are, how long will these massive platforms keep dishing out the big bucks for content creators? Will we see more creator exclusivity, or are we heading into a free-for-all if creative funds decrease?
No matter the change, what’s vital is you grab a notepad and start taking notes on how influencers interact with audiences.
It’s not enough to throw out the same content again and again; independent influencers strive to create unique and distinct content almost daily, and you should too!
If you’re looking for a good starting place when it comes to making native content that hits big on the top social media channels, you’ll love all our bite-size sessions. They’re filled with tips and tricks on when to post, what to post and how to best engage your audience.
Bring in the brands!
For all you indies out there, big brands are still bursting with advertising potential for you to grasp.
According to Influencer Marketing Factory, 31% of creators cited influencer marketing as their main source of income. We’re seeing even the biggest of brands trying to naturalise native content onto social media.
If Spider-Man can brand itself as a TikToker, why can’t smaller businesses? Marvel’s campaign wasn’t as flashtastic as the movies; it didn’t need to be. What’s essential is that you don’t make ads – make TikToks!
Whether it’s business updates, a funny clip from the office or an impromptu Q&A, keeping the conversation going with your audience will only spark traffic and brand engagement.
Easy-peasy, NFTeasy
We couldn’t talk about creative expansion without mentioning the rise of non-fungible tokens (NFTs).
NFTs are unique, digital purchases – ranging from images, videos or artwork. When you purchase an NFT, it’s yours and yours only.
The newest crypto-craze seems to be popping up everywhere. From TikTok stars like Addison Rae to the real Slim Shady, Eminem, purchasing “Bored Ape #79” for roughly £334,000.
Though it’s yet to be seen if this latest fad will maintain its hype throughout 2022, the ability to sell creative digitally not only makes sense in these socially distancing times, they’re also pretty easy to make and distribute.
The Absolute Essentials
Whether you’re TikTokking, blogging, or NFT logging – strategising your creative is an absolute must! Here are our top tips to try out through 2022:
- Fitting in
Your creative on Instagram isn’t going to be the same as on Reddit. Your content needs to embed itself naturally onto specific platforms. Keep track of video length, tone of voice and assets for each service you’re testing stuff through.
- Keep with the times
Being yourself will always be important, but if yourself is a flat-Earther who hates dogs, memes and everything in between – you might need a brand check-up. Gen Z takes up a massive chunk of social media, with 76% of its audience desiring a brand accepting equality in ideas, cultures and experiences.
- Don’t go OTT with your OTT
Though creativity comes from a mindset with no limitations, the annoying reality is we have to schedule our content. If OTT services such as Youtube have taught us anything, it’s the algorithm that’s in charge. Always research the streaming services you intend to publish content on – whether it’s copyright laws, peak times of engagement or just the latest trends.
Keeping up with the latest platform trends is essential. We can help with that! Click here to see our ongoing updates on all the hot goss across the web.
Stay happy!
Algorithms? OTT? Gen Z? That’s a lot to remember – when can I get back to the creative stuff?
Whether it’s the making or marketing of creative, though rewarding, it can be insanely stressful at times.
In 2021, a Vibley survey found that 90% of creators experienced burnout, and 71% even considered quitting altogether – we don’t like that one bit.
Sometimes, the best thing you can do for yourself (and brand) is stepping away for a moment and enjoy the creative work of others – much like ours right here (wink wink). But more importantly, don’t overload yourself; keep in contact with other creatives and reach out. Now more than ever, keeping together is a must.
Until next time, if you’d like help kicking off a creative campaign or want insights into the social media marketing realm – contact our creative team.
