Connecting With Creators for Business Benefit

The Creator Economy is a network of independent professionals, including the self-employed, solopreneurs, independent contractors, and freelancers, who earn money by creating and distributing digital content. The number of independent creators earning money by creating and distributing digital content is 8.1 million, according to MBO’s report on the Creator Economy.

The content produced in the Creator Economy is varied. Teachers, photographers, writers, artists, entertainers, videographers, influencers, gamers, and thought leaders all share their knowledge or skills online. They can be found on platforms like YouTube, TikTok, Twitch, Apple Podcasts, and blogs, among others.

This unique group of independent professionals are passionate about their work and enjoy being their own bosses. They are also entrepreneurial and constantly seek new ways to earn money, which is a big advantage for the companies that partner with them.

Defining Enterprise-Creator Connections

Working with creators can help companies connect in new and exciting ways. For example:

The Millennial/Gen Z Connection

Creators often produce content on platforms that younger generations use, like YouTube, Instagram, and TikTok. According to MBO’s data, over 70% of creators are under 40, which makes them relatable to younger audiences. Companies looking to reach these groups can benefit from creators’ insights and ability to connect with their target audiences.

The Social Connection

Creators are experts in social media, understanding what works with their audiences. By teaming up with creators for campaigns, companies can tap into this knowledge to create more engaging content.

The Worker-Creator Connection

Creators can also help businesses reach employees and independent contractors more effectively. According to a survey by MSL Group, content that is shared by employees receives eight times more engagement than content shared by brand. Giving employees easy access to creator-generated content can increase brand awareness and online interaction.

The Innovative Connection

Hiring creators can open up fresh ways of communicating with customers and employees, such as:

• Sales teams using creator content to share with prospects and customers
• Operations teams using creator content in sales meetings or conferences.
• Marketing teams using creator content for company booths at trade shows and other events
• HR teams working with creators to create engaging internal communications

Explore: Filling Solution Gaps With Open Innovation

Establishing a Mutually Beneficial Partnership for Creators and Companies

Creators, with their blend of technical skills and audience insights, help businesses engage with their stakeholders through meaningful content. In return, companies offer creators more income opportunities and ways to experiment with new content.

The potential for growth is significant: According to the global financial firm Goldman Sachs, the creator economy is expected to roughly double to $480 billion by 2027, up from about $250 billion in 2023.

Learn More: What Independent Digital Content Creators Can Bring to Your Organization

For more information about the Creator Economy, check out MBO Partners’ Creator Economy Report.