Remember when being a “maker” was a ridiculous teenage pastime?
Now, consumers are trusting brands on a massive scale with influencers taking over creator brand marketing teams, and the industry is only getting bigger.
In 2023, we see the so-called creator economy growing to 50 million creators globally, with a market size of $250 billion. This number is expected to reach $480 billion by 2027.
Perhaps best of all, there are now kids’ summer camps dedicated to content creation.
But with great opportunity also comes drawbacks: the market is saturated, and AI makes it easier than ever for anyone to become a creator – meaning it really takes a special case to be sustainable and profitable. .
“Successful creators will be those who generate unique insights, can talk about unique experiences and are able to truly build trust,” says Jay Clowes, founder of Creator Science.
We got the inside scoop from Jay and many other successful creators and boiled down their advice to seven key tips. Read on to make 2024 bigger.
Creators’ tips for keeping the creator economy alive in 2024
1. Know your way around the platforms.
Jay Clowes says the best content strategy takes advantage of both search and relationship platforms. Here’s a description of what that means:
- search platform: Generally refers to social media, but also includes search-based platforms like Google and YouTube. These platforms have a built-in mechanism to connect new audiences to your content.
- relationship platform: Focuses on distribution that you own and control. If someone chooses to hear from you on a relationship platform (i.e. newsletter), you receive contact information directly for them, and your messages are reliably delivered there – there’s no algorithm to decide this. whether they view your content or not.
It’s generally a good idea to focus on a few search platforms and one or two relationship platforms rather than trying to conquer them all. For a long-term strategy, Klaus recommends focusing more on the relationship platform once you’ve got the ball rolling.
2. Get down and be yourself.
Content creation is like any other art: it can feel like a constant battle between what you want to create, and what you think your audience (or algorithms) might like. The creators convinced me that no matter how tempting it is to try to be the next MisterBeast, it’s better to stay true to yourself.
Jensen Tung, a YouTuber best known for his honest AI entrepreneurship and crazy fitness challenges, says it’s great to use others as your inspiration. But you should always “put your own twist and spin on it.”
Finding your niche won’t happen in a day, so experimentation is encouraged. Be patient and stay connected to yourself. Here are some questions to help you start finding your niche:
- What are your strengths (personality traits, background, skills)?
- What’s one topic you can discuss endlessly, with a unique perspective that only you have?
- What type of content do you enjoy creating?
- Which content creation format feels most comfortable for you (video, blog, newsletter)?
- Which content is the audience liking? Keep an eye on comments and feedback.
Once you’ve found your topic, Tung also has some suggestions for approaching your content.
“Don’t be afraid to be real and candid and talk about difficult or not-so-pretty topics. Vulnerability often has the opposite effect of pushing people away – it brings the audience closer to you,” he told me.
3. Optimize for highly-capable content.
Once you’ve found your niche, aim for it to become part of your audience’s regular routine. “I now see the audience’s reaction to using the word ‘binge’ as the ultimate sign of progress,” says Clowes in a LinkedIn post.
Natasha Pierre, host of the Shine Online Podcast, likes to create a video series, which is a collection of three or more pieces of video content that all have a common theme.
This not only helps you keep users coming back for more, but also makes it easier to create content – you have a reliable content structure, and posts that can remain evergreen long after they’ve been posted. .
4. Interaction increases viewership, and vice versa.
In a conversation on the My First Million podcast, Sameer Chaudhary (of the Colin and Sameer YouTube channel) explains how media content has become more participatory in nature.
First, we had the TV Guide channel that told us what to watch, then we had on-demand, and now, we have Twitch streams where viewers can interact with the creator and even watch the content. Can also influence.
So how do you build an audience? Wants To talk to you?
Basically, you have to show that you’re a real person. Find out which platforms your target audience lives on. discord? twitter/x? Twitch? Use your analytics tools to learn about their media habits and what topics engage them most.
It also helps to think about the place you want to occupy in your audience’s lives. Do you want to be their comfort creator, or reliable daily news source during their morning train commute?
Then, just show up. Join those comment section debates (in a delicious way), use the Community tab on YouTube, and go live on Twitch or TikTok. Comment on other people’s content you admire, or even comment on a random dog meme account. This will establish you in the minds of consumers, even outside your region, and give you engagement and traction.
5. Consistency is king.
This is the number one tip shared by John Lee Dumas, host of Entrepreneurs on Fire. With over 4,000 episodes, they have truly mastered the art of continuity.
But this is easier said than done. One of the biggest pain points is thoughtfulness – it’s easy to get tired when your output is so high.
“When you know exactly what your ideal consumer of content is struggling with, you’ll never be short of valuable topic ideas to share with them,” Dumas shared.
“And the more value you can provide, the more likely they are to come back for more content.”
Creator Natasha Pierre recommends productivity hacks to help you stay on track.
“Time block out your calendar, add themed days like days dedicated to administration or creation, and take regular breaks for movement. This helps me avoid burnout even in the busiest seasons,” she told me.
Additional tips for productivity include AI and automation tools – some examples include Describe, Adobe’s text-based editing, HubSpot’s AI Content Assistant, and Canva’s Magic Design tool.
6. Join a network.
Networks can be great for several reasons: steady income, greater reach, and a reliable corporate partner to fill out some advertising inventory. But arguably the most beneficial is the community.
Good content can’t be created alone, and there’s no better place for creators to connect with others than a dedicated space. Within HubSpot’s Creator Network for podcasters and YouTubers, creators are constantly guests on each other’s shows, swapping ads and bouncing ideas off each other.
As an added bonus, they get access to exclusive workshops, blog features (like this one), and networking events like Inbound.
7. Be prepared to work.
In a conversation between John Lee Dumas and Jay Clowes in Inbound, Dumas mentions the phrase: “The greater the obstacle, the less competition.”
While creating his podcast, Entrepreneurs on Fire, he realized that many people interviewed entrepreneurs once or twice a week. So to create more disruption and reduce competition, they decided to interview entrepreneurs everyone Day of the week. He says this is a key factor in the success of his podcasts (they have a combined total of 155 million listeners and counting).
For both Jay Clowes and John Lee Dumas, it took years of trial and error before they finally succeeded.
Both of their journeys are reminders that success often requires perseverance and continuous improvement. But it also shows that with the right tools, mindset, and community, it is possible.