The creator economy , the economy of the so-called creator is a disruptive phenomenon growth. 50 million people in the world who define themselves as creators , for a market that in twenty years reached a value of $ 14 billion . Impressive numbers, powered and exploited by platforms such as YouTube , Instagram and Twitch , which in the 2018 surpassed the peak of concurrent viewers of a cable network such as CNN . In Italy the creators are 350 thousand , but we arrive at 450 thousand figures involved if we also consider those who work in the sector in support of the creators themselves.
People therefore spend more and more time consuming non-professional content, but it is the soaring of creators to arouse attention. In 2020 there were more than 51 million YouTube channels , with an annual growth rate of 23% . Everyone wants to become star of the web , success seems around the corner and costs are very low, since a smartphone is enough to recover and an idea to transmit.
Sure the numbers are daunting . 97.5% of YouTubers earn less than $ 12,000 , hard to live with, even if the number of YouTube channels that have made five or six figures grew by 40%, probably as a result of the incredible expansion of the phenomenon. Space therefore for a new figure: the micro influencers , individuals with a smaller following, but who constitute the majority of the influencers on popular platforms such as Instagram
For them it seems there is space . On Instagram , more than 46% of accounts have more than 1,000 followers , and accounts with a relatively low number of followers generate higher engagement . In fact, influencers with an audience of up to 15,000 followers generally see engagement rates of 3.86% , a figure that decreases with the increase of followers (accounts with 1 million of followers have an average engagement rate of just 1.21% ).
And then there are the newsletters for a fee . Companies like Substack (which managed to raise up to $ 84 million in funding) allow creators to earn up to several hundred thousand dollars per year.
But how do you become creator ? According to Luca Leoni , CEO of Show Reel Media Group, there is no creator who speaks to everyone or a transversal testimonial, today we always work by segments. Formats, languages and relationships have changed and therefore we need professionals and companies that represent this evolution.
