Even at 90 years old, there’s a lot of love for the Lego brand, which ranks consistently high globally in both reputability and coolness. Through the years, the humble brick has cemented its status as a cultural icon by evolving to keep up with the times. A movie franchise, Amazon Alexa skills, virtual builders and…Read More
Last week, the French data watchdog–Commission Nationale de l’informatique et des libert?s (CNIL)–ordered three French websites to stop using audience analytics site Google Analytics, deeming the site to be illegal under the General Data Protection Regulation. The websites have 30 days to comply or risk hefty fines up to EUR20 million, or 4% of the…Read More
The sun is almost shining and spring is in the air. And with with the emergence of the improved, if still volatile, weather across the U.K., gardening chain Dobbies Garden Centres has released a campaign that aims to motivate and compel gardeners to take action. The brand, established in 1865, is the U.K.’s largest garden…Read More
What is it?
Technology has grown a $100billion dollar industry driven by an estimated 50million creators to monetize their hobbies and interests. The pandemic has accelerated the growth of the industry through more people sitting at home and tuning into the lives and content of creators across Twitch, Tik Tok and Patreon to name a few. These platforms have allowed ordinary people who create extra-ordinary, and sometimes ordinary content to growth their bank accounts exponentially. But there’s more to it than simply creating a few videos and getting a brand endorsement and becoming an “influencer”.
Why is it important?
Creators aren’t only leveraging their large followings to create influencer content for companies, many are redirecting their top fans and followers to their own websites and apps. Some redirecting their audience from the traditional platforms to paywalled platforms such as a Patreon and OnlyFans. All still in efforts to turn like clicks into cash. Creators are increasingly creating their own products and large established audiences, the “who is our customer” question is addressed from the off.
The creator as a business is an ever-emerging part of this fast-growing industry. On the more radical end of the Creator as business we’re seeing these audience leaders leverage their reach through NFT’s and the Metaverse. Specifically, here looking at the likes of Snoop & Gary Vaynerchuk who both launched NFT’s as a means to monetize their following and art.
The definition of a creator is ever expanding as we grow to classify anyone who consistently produces content, art, objects or entertainment. Going well beyond the scope of only influencers, including carpenters who sell jewellery boxes on Etsy or a freelance logo designer on Reddit.
How can brands leverage it?
People are attracted to this creator economy for a few reasons, one of them being that the need in the market may not be serviced or offered by traditional businesses, where the creator has tapped into this. A (excuse the pun) prime example of this is KSI and Logan Paul’s energy hydration drink Prime, marketed as a better tasting healthier Gatorade.
Creators be used to expand on the product offering or building on a brand message and making the brand more relevant. These “influencer” agreements are being redefined into lasting relationships where money is not the only compensation but co-creation and lasting collaborations are added as contractual terms. As the battle for consumer attention rages on, it will be more beneficial for brands to co-create with creators rather than just using their creative talents for throw-way content.
If you’ve shopped for high-end headphones recently, there’s a pretty good chance you’ve come across something called the ‘Harman target curve,’ or perhaps just the ‘Harman curve.’ Maybe you read a review that said a pair of headphones sound amazing because they’ve been tuned to said target. Or perhaps you saw an edgy comment suggesting headphones tuned to the Harman curve suck. But why exactly are more manufacturers, audiophiles, and reviewers paying attention to the Harman curve? There is a lot of science behind the acoustics of headphones, much of it covered in our primer on speaker measurements, but in…
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When you use the internet, you leave behind a trail of data, a set of digital footprints. These include your social media activities, web browsing behavior, health information, travel patterns, location maps, information about your mobile device use, photos, audio and video. This data is collected, collated, stored and analyzed by various organizations, from the big social media companies to app makers to data brokers. As you might imagine, your digital footprints put your privacy at risk, but they also affect cybersecurity. As acybersecurity researcher, I track the threat posed by digital footprints on cybersecurity. Hackers are able to use…
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Just days before the Russian invasion of Ukraine, thousands of people in Canada joined a truckers’ protest movement called the “freedom convoy” to oppose government health measures. To support the protest movement organizers launched a fundraising campaign on the GoFundMe platform. However, the social funding platform seized the approximately $10 million in donations that were raised, alleging that the movement failed to both prohibit the promotion of violence and harassment and adhere to sanctions Canadian authorities had imposed. Organizers responded quickly by turning to the world of cryptocurrency to evade seizures and continue funding their movement. They raised nearly $1…
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The last fifty years have seen a worldwide effort to maximize one and eliminate the other.
Marketers and technologists work overtime to create convenience. We’ve gone from hunting and growing our food to pressing three buttons on a phone to get it…
And the cost of that convenience is high. We give up privacy, control and satisfaction to get it, in every corner of our lives.
At the same time, the market has figured out that we simply don’t like to be bored. And so there’s more stimulation, more options and more noise than ever before.
The problem is that boredom is a partner with satisfaction and joy. It’s hard to overstimulate ourselves into those feelings.
Less than a year after Discovery and WarnerMedia announced their plans to merge, Warner Bros. Discovery has officially arrived. The companies crossed the finish line Friday afternoon and completed their $43 billion merger, combining the media assets of WarnerMedia and Discovery to create a new, streaming-centric media company that will once again reshape the media…Read More
