The Business of Creators in 2022: What Marketers Need to Know

Content creators are more important to the success of marketing campaigns. 98% of brands have a dedicated budget for working with creators, according to our report. Community will be a top priority for marketing in the years to come.

More than 300 marketing and business-specific content creators were surveyed to get more insight into the world of content creators. We found some information that marketers need to know. You can access the full report by checking our report.

5 Things Marketers Should Know About Content Creators

Five things marketers need to know about content creators

1. Most creators want to grow their businesses.

Many content creators are looking at growth as their top priority. More than half of content creators want to grow their businesses to support a team. 42% of them want to grow as a soloentrepreneur. Some people want to keep creating content as a hobby.

With growth being the main goal for more content creators, brands should offer partnerships that help them meet their goals.

"Hubspot's started to invest in independent creators to help them do what they do well," said the director of new media. Right now, we're investing in people who do podcasts. We're giving them financial value, distributing their show across our brands, and we're promoting their show across our network.

Excellent opportunities for brands are provided by mutual beneficial deals.

Denhoff said that by partnering with creators, they can provide them stability financially and through the support of HubSpot's channels. I think marketers have to think about how they can partner with creators and give more value to them.

Content creators struggle with financial stability. More than half of creators don't make enough money to sustain themselves. If you offer a partnership that will bring them closer to their goals, they are more likely to want to work with you.

2. Content creators value independence.

The majority of content creators get into the profession because they want to be their own boss, according to our survey. creators wont compromise their happiness for anything they disagree with They would like to have control over their work.

It is important for marketers to treat creators the same as any other business. When collaborating, marketers should consult creators on strategic planning.

Paying your creators on time is a must.

3. Creators are reaching new audiences.

Content creators have a knack for getting people to listen to them. Users rely on the platforms for community and entertainment so it's difficult for companies to navigate.

Drew Afualo and Ninja have strong relationships with their followers on TikTok and twitch, prompting brands to partner with them to reach their audience.

Determine your organization's goals and research where your audience lives online to find your audience and partners. If you want to analyze which channel was the most effective in connecting with your audience, you need to experiment with a multi platform project.

You will be able to find creators whose work meshes with your goals if you decide which initiative will become the main audience-driving platform.

4. Micro and nano influencers make for excellent partnerships.

It's important for brands to form partnerships with micro and micro-influencers who are aligned with their goals, audience, and brand mission. Micro and nanoInfluencers have under 1000 followers, while megaInfluencers have over 1 million followers.

You may be more inclined to work with them because of their large following. Smaller followings are more likely to have a higher engagement rate than larger followings. A higher follower count is associated with a higher campaign price. A smaller following can be aligned with your budget.

5. Gen Z is becoming a growing generation within the creator economy.

More Gen Zs are starting to take root in the creator economy due to the fact that most content creators are younger than them. Companies should work with Gen Z creators because of their ability to connect with Gen Z consumers.

Businesses struggle to connect with their audience on TikTok. Gen Z uses TikTok as a search engine and social media as a place for growth and education. If brands want to reach new audiences on platforms like TikTok, they need to work with Gen Z creators.

You have the information you need to create a successful partnership with creators who align with your brand's goals now that you know more about them.