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Email us at sales@psfk.comUnlocking the Power of Creator Led Brands
This PSFK guide is a shopper marketing report that how brands and retailers are engaging creators to facilitate fan engagement, content production and monetization.
Executive Summary
In the ongoing evolution of the economy, it’s now the creator who holds outsize sway in the marketplace. Part budding entrepreneur, part social media influencer and part emerging brand, these individuals are taking advantage of the wealth of digital platforms and resources available to build an audience, market and sell their product (lifestyle, creativity, recommendations or more recently actual products of their own design.) and earn an income.
Report Overview
As many of the popular creators of today look to transform themselves into the brands of tomorrow, this is a must-watch space with valuable insights and disruptive potential. To help our community of brand and retail change makers better understand the creator economy landscape, PSFK has identified 7 innovative collaboration strategies for creators, brands and retailers.
What You’ll Learn In This Report
- How the recent pandemic has accelerated people’s collective time online and provided many would-be creators the time and opportunity to pursue their side hustle as their main career.
- How the growing number of digital communities and platforms (think Facebook, YouTube, TikTok, Substack, OnlyFans, etc.) are attracting and retaining talent
- Why platforms are rolling out a host of new creator tools and features to facilitate fan engagement, content production and monetization.
- How brands plan to leverage creator cache through affiliate marketing programs and product collaborations to reach younger, digitally-savvy consumers.
What’s In This Report?
To help our community of brand and retail change makers better understand the creator economy landscape, PSFK has identified 7 innovative collaboration strategies for creators, brands and retailers.
This creator economy report includes:
- 7 strategies for the creator-led economy
- 34 best-in-class examples from organizations leading the way through innovation
- Consumer insights around the influencers and the creator led economy
Published on: Aug 18, 2021
Who Prepared This Report?
This creator economy report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.
Key Topics
Creator FundsAs major social networks and emerging platforms look to grow their audiences, they recognize that the quality of content being shared on their channels matter. In an attempt to woo individual talents and creator collectives to focus their activities and cater to fan communities on a specific platform like TikTok or Facebook, these companies are setting aside significant funds to be distributed to top creators who achieve predetermined metrics or milestones.
Influencer MarketplacesAs social media’s importance as both a marketing and sales channel for brands and businesses continues to grow, the role of influencers of all sizes as a way to attract and engage audiences expands as well. As this marketplace becomes more sophisticated from understanding an influencer’s fan demographics to tracking relevant campaign KPIs, both companies and creators are turning to new platforms for connecting and managing their relationships.
Plug & Play OperationsCreators and entrepreneurs typically have the creative ideas but they don’t necessarily have the business savvy and operational resources to build and scale, particularly when transitioning from marketing their influence to manufacturing and selling physical products. To provide access to critical backend support and infrastructure required to make this leap, a number of emerging services are creating a suite of interconnected solutions like sourcing, production, commerce and logistics that can be used a la carte...
Featured Examples
Content Creators To Receive More Than $1 Billion From Facebook By 2022Social media giant Facebook is dipping into its war chest to court content creators in a new offensive against competitor tech platforms.
Bitclout Finds Success By Taking Liberties With Its Creator CoinsDesigned to let users bet on the popularity of public figures by buying tokens associated with their profiles, influencer marketplace Bitclout uses its blockchain-based technology to tie digital value directly to actual people and their actions and reputations in the real world.
Leap Builds Omnichannel Stores For Modern BrandsNew York-based retail-as-service company Leap provides just about everything its customers need to open and operate a store, outside of the merchandise. The scalable, turnkey platform for omnichannel retail helps modern brands and eCommerce businesses provide a best-in-class brick and mortar experience to their customers.
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