Another year, another buzzword - Creatorpreneurs

Issue #288

Independent creators are nothing if not innovative when it comes to following the needs of an audience. That so many creators are focusing on educational and informative content offers guidance to all of us in terms of the audience demand out there. Happy Thursday, Simon

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Creatorpreneurs - a focus on learning

The creator economy has always been centred around entertainment, even when the content is trying to sell you something. But the market has seen a shift towards education and knowledge sharing, rather than chasing the cheap laugh or influencer status. Creators are now two times more likely to focus on a creatorpreneur model - building a sustainable business by extending beyond social media to books and podcasts. From an audience perspective, 62% are after educational content, especially in the areas of personal development, health, fitness and finance.

Is creator success just a matter of luck?

While there are a lot of talented creators telling unique stories in original ways, the majority are toiling away in obscurity. Figures from last year show 97.5% of YouTubers don’t make enough to hit the US poverty line. While strategy is important, when most of these creators make it big, it’s largely down to luck. Going viral depends on unpredictable algorithms, being on the right platform at the right time, chance connections with big name celebrities and staying on top of pop culture trends. The best strategy in the world can’t keep up with all of that.

Could we be in a digital dark age?

While we are in an age where anyone with an idea can create content (thank you AI) and deliver it to a huge audience (take a bow social media) does the audience actually believe what they’re watching? Probably not. Online trust is taking a dip thanks to AI-generated content and social platforms like X and Meta not releasing user data the way they once did. These trends make it harder to pick misinformation - what's the point of all this content if you can’t trust it?

Cool tools

Visual harmony is the cornerstone of captivating design. But crafting the perfect palette can feel like navigating a rainbow blindfolded. Coloors assists you in generating harmonious colour palettes that can be adjusted according to your requirements. And what’s more, you can browse through thousands of existing templates to get inspired!

What we're looking at

• Size doesn’t matter if you want to make a big impact.
• Would you sacrifice everything you own for a motorbike race?
• If you’re explaining something complicated, tell it through bees.

Happy Thursday

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This week’s newsletter was written by Tim Colman & Simon Kearney and edited by David Austin. Gifs produced by Ahmad Hafiz.