Content producers have more flexibility, including how they negotiate relationships with influencers. Posted on February 10, 2022 By: Robert Professional Person and industry Email List Williams Photo by cottonbro in Pexels Influencer marketing is evolving into what is known as the "producer economy", consisting of content creators seeking to build their own media brands independent of social media platforms . This push for greater control over distribution also affects brands as they build their own media networks to reach consumers. "The digital environment is so cluttered, it's hard to break through the Professional Person and industry Email List noise," said Jennifer Smith, chief marketing officer at online video platform Brightcove. “The challenge for marketing is to think about two things: How do you create content for that space.
Over time, they can deliver higher quality content based on subject matter expertise and extend the exposure of their Professional Person and industry Email List own media brands. But while this approach offers flexibility and greater creator control, it is not without challenges. By ditching mainstream sites that are popular with consumers, creators and brands are gambling with the Wild West of independent platforms and potentially risking viewers passing them on to content already on their favorite social apps. Greater Ownership The next stage in the transformation of influencer marketing is the significant growth of content creators over the past few years. Brands’ global spending on influencers is estimated to Professional Person and industry Email List more than double from $6.5 billion in 2019 to $13.8 billion last year, according to data compiled by Statista.
Creators and brands with their own channels on social platforms or video-sharing sites are at the mercy of recommendation algorithms that cannot ensure organic reach. Their content can get lost in a lot of clutter, reducing the Professional Person and industry Email List return on investment. As the creator economy is expected to evolve into a producer economy consisting of influencers and brands who own and manage their own media channels, their relationship may also change. Marketers who are negotiating partnerships need to consider not only their needs, but those of content creators, influencers or other Professional Person and industry Email List potential brand partners, Brightcove said. "Whether it's selling financial services, technology or children's games, marketers are thinking about that," Smith said.