Creator Economy Amplified: Lindsey Gamble on the Increasingly Blurred Lines of Influencer Marketing

Watch “Creator Economy Amplified: The Increasingly Blurred Lines of Influencer Marketing.”

Influencer marketing, a concept that has evolved significantly since its inception, is on the brink of reaching unprecedented heights. With the global influencer market projected to grow to $143 billion by 2030, per Statista, the industry stands at a pivotal juncture. Lindsey Gamble, an influencer marketing strategist and creator economy advisor, offers his insights into the transformative trends shaping this space as we head into 2024.

As part of NAB Amplify’s “Creator Economy Amplified” series, we sat down with influencer marketing strategist and creator economy advisor Lindsey Gamble to take a deep dive into key trends from over the past year and unpack his predictions for 2024.

The associate director of influencer innovation at social media management platform Later, Gamble’s extensive experience and insights have not only shaped brands’ influencer marketing strategies but have also provided a roadmap for navigating the evolving landscape of the creator economy. He touches on the increasingly blurred lines between creators and publishers, the integration of AI in social media, and the strategic moves made by various platforms to cater to creators and audiences alike.

Watch the full conversation in the video at the top of the page.

The Evolving Roles of Creators and Publishers

The social media landscape is undergoing a transformative shift, with the roles of creators and publishers increasingly converging, Gamble notes. Social media platforms, traditionally the realm of individual content creators, are expanding their embrace to include a broader spectrum of content producers, including publishers, digital magazines, and content collectives.

The evolving roles of creators and publishers signal a maturing digital landscape, he says, one where the lines between content production and distribution are becoming increasingly blurred. “It’s one of the most fascinating things that I’ve been keeping an eye on over the last year and change.”

The blurring lines between creators and publishers are evident as platforms like Pinterest and LinkedIn adjust their strategies to cater to a wider array of content producers. “Social media platforms have really over-indexed on creators, helping them with new tools, ways to monetize,” says Gamble. “More recently, that’s changed; we’ve seen a lot of these social media platforms go back to the traditional playbook where they’re also turning their attention to publishers.”

Pinterest, for example, has broadened its definition of creators to encompass magazines and digital collectives, opening up opportunities for these entities to participate in its Creator Inclusion Fund. Similarly, LinkedIn, which has heavily invested in supporting creators, is subtly shifting its focus to appeal to a broader user base, including professionals and businesses.

Amid new opportunities, this shift is not without its challenges. “Creators and publishers are kind of in competition today,” Gamble explains. He describes a landscape where publishers are adopting creator-like strategies to produce content that resonates on a personal level, while creators are exploring monetization avenues traditionally associated with publishers. This competitive yet symbiotic relationship underscores the complexity of the evolving creator economy.

GenAI’s Role in Social Media and Content Creation

The integration of generative AI into social media platforms is revolutionizing the way content is created, discovered, and consumed, says Gamble. “AI is here, it’s not going anywhere.”

Snapchat was the first social media platform to jump into the fray, in early 2023, he recalls, “which was really a surprise.” This marked the onset of a trend that major platforms like LinkedIn, Meta, and YouTube soon followed.

“Now we’re [really] starting to see tools and features that are beneficial to creators,” he says. “That can be something as simple as being able to remove the background out of your existing photo and put yourself in a totally different setting.”

However, the integration of AI is not without its challenges, particularly for creators. As brands begin to leverage AI tools to produce their own content, the space for traditional creator-led content could shrink, Gamble suggests.

But the benefits of generative AI are undeniable when it comes to growing your business as a creator, he adds. “YouTube launched a lot of features last year, and one of the standout ones is an AI dubbing tool,” he says, detailing how the ability to release a single video in a variety of languages not only reduces barriers to reaching a wider audience, but also provides new opportunities for monetization. “It’s a great addition to creators in terms of their businesses.”

Social Becomes Search

The evolution of social media platforms into more search engine-like entities is another significant development Gamble highlights. He notes the importance of AI in this transformation, enabling platforms to offer personalized content recommendations and insights. This shift, however, demands that creators optimize their content for algorithms to increase discoverability, a task that AI tools are making more manageable and effective.

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“Because social media platforms are becoming very similar to search engines like Google,” he says, creators not only “have to create great content that people are going to resonate with, and content that feeds into the algorithm, but you also have to take a approach similar to SEO for websites.”

Depending in your perspective, this is either an opportunity to increase discoverability or just another task to do as a creator, Gamble remarks. “In addition to posting that content, you also have to figure out ‘how do I write the right captions… that are going to get me in front of people when they’re using these platforms,’ like a search engine, in addition to those discovery mechanisms.”

TikTok’s E-commerce Ambitions

TikTok is rapidly emerging as a powerhouse in the influencer marketing arena, captivating audiences and creators alike with its dynamic content and interactive features, and now making strategic moves into the e-commerce space.

Instagram remains at the core of influencer marketing, Gamble says, noting that the Meta-owned platform still holds the most ROI for advertisers. “If you look at some of the data, most brands are starting on Instagram, but TikTok is definitely picking up, especially for new brands.”

Anticipating TikTok’s next big move, Gamble predicts, “I think we’re going to eventually see TikTok launch a TikTok Shop Day that pretty much is what Amazon Prime Day is.”

He also points out an emerging trend where “creators are becoming a consumer segment,” with TikTok at the forefront of this shift. Brands are increasingly recognizing the value of partnering with creators not just for their content creation skills but also as influential consumers who can authentically promote products. This approach is particularly evident on TikTok, where the platform’s unique ecosystem fosters a close-knit community of creators and viewers, making it an ideal venue for targeted e-commerce initiatives.

The Future of the Creator Economy

As we look toward the horizon of the creator economy, Gamble emphasizes a pivotal shift in how brands and creators collaborate. Understanding the nuanced needs and preferences of creators is becoming increasingly essential for brands aiming to develop effective products and marketing strategies.

“Brands that look at creatives as a segment, not necessarily just launching products, but figure out a way to position their brand and products as a benefit to creators can really tap into the 300 million or whatever the number is today of creators out there that they’re missing out on,” he explains.

Gamble’s insights suggest a future where partnerships between brands and creators evolve beyond traditional sponsored content. By genuinely understanding and integrating into the creator lifestyle, brands can uncover innovative ways to support creators, whether it’s through products that enhance their creative process or services that address their unique challenges. “Talk to creators, consult with them, and look beyond sponsored content to gain valuable insights,” he advises.

Looking ahead, Gamble shares his vision for the creator economy: “Essentially, I think we’re going to move away from social media platforms,” he predicts, “and everything’s just going to be a platform for creators and brands to create and build audiences and monetize.”