The Economy of the "Zero Talent Economy"

I have been debating this post, as some people might consider it to be bitter, elitist, and uptight. My aim at writing this post is neither of them. You need to understand that this is a trend that's natural, and it has its place in the economy. I am just trying to explore what's what and where creators can be placed in the infrastructure of marketing. So no bad feelings if you're dancing around on TikTok, or are selling stuff on eBay through drop shipping.

Talent and Contribution is Different

There are loads of things that require zero talent, and are still beneficial for brands, companies, and creators. After all, everything is a skill.

One might argue that some creators going live randomly and dancing on camera on TikTok have zero talent. However, this is not the question here. They understand the trends, and they ride the waves. That requires talent and consistency. They are not trying to impress people with their dancing skills; they are good at building connections. And that's talent.

Here are some of the things these creators have that you can also implement in your marketing:

a. Keeping promises. When you say you will answer questions, you turn up. When you say you will promote a brand, you do it.

b. Being prepared. It might seem like some creators are just randomly going live or creating content. However, they do their research their own way. Many of them being a part of Generation Y, even Z live and breathe social content and trends. They will watch TikTok videos instead of reading lengthy research papers, and that's their way of learning.

c. Work ethic. Creators become famous because they are able to turn up every time. They are consistent and keep up with the trends. And that's admirable.

d. Attitude. Keeping up your attitude when you are low or starting from scratch requires a lot of skills. Let's have a look at Mr Beast! He literally started with a used laptop and a few hundred followers. And he worked hard for years before they had his breakthrough. How many of us would have given up after just a few months?

As you can see, some people might look down on people who seem to get overnight success and large brand collaborations, but they miss the big picture. I'll confess; I used to be one of them. But then I thought; they have a place in the economy.

Everyone's Got Their Strength and Weaknesses

If you are tempted to embrace the elitist views I used to have before, you'll need to understand that everyone contributes their unique way.

Let me tell you a story; when I first landed in the UK, I - obviously - couldn't get a marketing job. It's still hard to get one with a Hungarian degree that's not accredited fully. So, I tried myself at a carvery.

It was a disaster.

I didn't remember faces, names, and table numbers. And I was too stressed to smile. It was a busy carvery, which made it worse. I packed in after a few hours, and the bosses agreed.

That's why I always tip people at the restaurant. They can do what I cannot do.

The same with makeup artists and hairdressers. I would not have the attention to detail or patience to do what they do. That's not my strength.

Of course, most of these people could not do a marketing SWOT, but that's OK. I could no do what they do.

So, yes: creators and people who seem to get "money for nothing" have a place in the economy.

Should You Jump On the Trend?

It might seem like it's a good idea to follow the trend, try dancing on camera, dropship popular products, and get paid "for nothing". However, you'll need to take into consideration your attitude and your strengths.

For example, for drop shipping, currency or Forex trading, you will need to analyse trends constantly. I love analysing campaign reports, but poring over numbers all day would simply make me lose the will to live.

So, as you see... it's all a give and take!

Substance and Values

Everything has its value on its own right. That's the basic assumption of Pluralism. There are multiple intrinsic values and they are happy to live side by side, based on each individual's perception and preference.

As a conclusion, what seems to have substance for you might not be valuable for other people. A TikToker talking about a product in bad English might just be a blubber for you. Another viewer might get inspiration and feel that they belong.

Majority vs. Niche Advertising

Mass advertising and niche advertising are different. One needs a vast amount of budget, the other one needs a vast amount of data.

It's important that you know whether or not your niche values your niche, your communication channels, and content. Mass advertising is less concerned about individual characteristics.

However, as an SME owner, you have to laser-target the segment of the market with the most relevant messages. And that's something online creators (and influencers) do very skilfully.

They often have a huge amount of empathy and understand the problems their audience are facing. And that's why they have a place in advertising and the economic system.

The Economy of the Creator Economy (Zero Talent or Loads of Talent)

Creators and the economy of online influencers is constantly going through the process of Natural Selection. If they can attract enough people with the right message, they will get paid by brands who want to reach and influence the same people. But if they do something that's not appropriate, they will fall out of brands' favour.

So, to all the wannabe "Kardashians" and "Big Brother stars" out there; whatever you start, make sure it agrees with your value system, your communication style, and work ethics.

I would apologise for the long musing above, but that's my communication style. It feels natural for me. It might annoy you, and that's fine. Just like different creators would connect with people with different values.

However, if you have anything to add, correct, or argue with, please leave a comment. Your feedback is always welcome.