Unless you were hiding in a cave the last couple of years, you’ve probably noticed how traditional norms in advertising, marketing and content creation are being challenged and transformed by neo-creators. They utilize a slew of social media and other online channels, offering products, services and content appealing to consumers that yearn for differentiated experiences, values and identity.
A visible acknowledgment of the role this ecosystem is playing in changing the world came recently, when Adobe announced its inaugural “Creators To Watch” list, both celebrating these rising stars and presenting a platform for them to continue their groundbreaking work. I hope this marks the start of a trend. Let’s discuss more about the importance of the creator economy and why more companies should recognize these world-changing stars.
Traditionally, content creation was relegated to large companies because of the need for expensive tools and limited market access. The creative process was restrictive, without room for freedom or experimentation.
But thanks to advancements in technology and a change in the mindset of consumers and businesses, all of that is changing. There are many reasons behind the proliferation of the creator economy, but in my view, two are the most significant
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