The Creator Economy Amplified: Who Participates and Who Profits?

December 4, 2023

Lia Haberman: When Working With Creators, It’s All About Alignment

When working with a creator, Lia Haberman emphasizes, “It's not a one size fits all solution” for businesses.

Emily M. Reigart

November 24, 2023

What Comes Next for the Creator Economy? (Um, Apart from That $480 Billion)

Continued growth will be driven by marketing through short-form videos on platforms like Instagram, TikTok, and YouTube.

Adrian Pennington

November 25, 2023

How Influencer-Generated Content Has Become Core to Brand Strategies

The creator economy emerges as a powerful force in the digital marketing landscape, reshaping the way brands connect with consumers.

Adrian Pennington

November 20, 2023

Gavin Guidry: How to Get Great Content From/With/By Creators

Brands that “prioritize community and build authentic creator relationships” will benefit from influencer marketing, says Gavin Guidry.

Adrian Pennington

November 12, 2023

How Juliana Broste Takes Her Video Studio to Go

Filmmaker and host Juliana “Traveling Jules” Broste offers tips for creating an effective and practical studio while traveling.

Emily M. Reigart

November 5, 2023

Taylor Lorenz: How the Creator Economy Became… an Economy

“Extremely Online” is WaPo columnist Taylor Lorenz’s creator-centric chronicle of social media and the birth of the creator economy.

Emily M. Reigart

November 7, 2023

Consider Creators As You Would Any Other Media Entrepreneur, Say Gary Vee and Taylor Lorenz

While this job “has the worst reputation,” Lorenz says, “It's actually incredibly, incredibly hard. You [have] to be a great storyteller.”

Emily M. Reigart

November 5, 2023

“My Ken’s Job Is Camera:” Adrian Per’s Perspectives on Storytelling

Even in short-form video, explains filmmaker and content creator Adrian Per, “You still want to keep the basic principles of storytelling.”

Emily M. Reigart

October 29, 2023

Consumer-Centric: Evan Shapiro’s Vision for M&E

Media universe cartographer Evan Shapiro asserts that the M&E industry has entered into a new, user-centric era focused on consumers’ needs.

Jennifer Wolfe

October 29, 2023

From Pixels to Profits: How Virtual Influencers are Rewriting the Rules of Fame, Commerce and Authenticity, Part 1

As digital screens become more embedded in our daily lives, the line between the virtual and the tangible is becoming increasingly blurred.

Jennifer Wolfe

October 30, 2023

From Pixels to Profits: How Virtual Influencers are Rewriting the Rules of Fame, Commerce and Authenticity, Part 2

Disrupting industries from e-commerce to marketing to pop music, virtual influencers continue to rake in followers and profits.

Jennifer Wolfe

October 17, 2023

Casey Neistat: Create First and the Money Will Follow

Casey Neistat is most famous as a YouTuber, but that wasn’t his goal... his career “wasn't an option” when he started creating videos. 

Emily M. Reigart

October 11, 2023

How the Creator Economy Extends Beyond M&E

“It's really hard to find an actual vertical that doesn't have creators pretty dominant," says Jellysmack President Sean Atkins.

Emily M. Reigart

October 26, 2023

Virtual Influencers: Meet the AI-Generated Figures and Your New Online “Friends”

In the future, digital influencers can captivate millions of adoring fans while offering unparalleled customization and 24/7 availability.

Amplify Content Team

October 1, 2023

How These YouTube Creators Directed the Breakout Horror Feature “Talk To Me”

YouTube creators Michael and Danny Philippou shot “Talk To Me” using all the DIY skills they had learned producing shorts for streaming.

Adrian Pennington

September 19, 2023

Making Content as a Mobile Creator

“The tools are literally telling you as a creator, ‘You now have more power in your hand, go do something with it.’”

Emily M. Reigart

August 23, 2023

Get It To Go: The Gear You Need for Remote Production

Douglas Spotted Eagle shares his expertise on what equipment has proven the most useful for remote and on-the-go productions.

Amplify Content Team

September 20, 2023

What Travel Can Teach You About Production

Mobile production makes you a better filmmaker. Rubidium Wu explains how.

Emily M. Reigart

August 16, 2023

Traveling Jules Tells All: How to Perfect Personal Storytelling

"Telling your own story, that's the best part," content creator Juliana Broste says. "You are in control of what elements are included, what elements are not, and how you want them to feel."

Emily M. Reigart

August 14, 2023

Strategies for Social Video Storytelling

Douglas Spotted Eagle shares best practices for creating effective video for social media marketing campaigns.

Emily M. Reigart

August 2, 2023

Whether You’re a Photographer or Cinematographer or Both, Here’s How to “Think Like a Filmmaker”

The transition from still photographer to cinematographer should be simple, right? That's what Jeff Berlin thought.

Jon Silberg

May 15, 2023

Navigating the Creator Economy: A Deep Dive with Industry Experts at the 2023 NAB Show

The 2023 NAB Show session, “The Independent Age in the Creator Economy,” offered expert insights into brand partnerships and more.

Jennifer Wolfe

June 20, 2023

Vying for Eyes: Investments in the Attention Economy

A panel of experts at the 2023 NAB Show shared their advice on how to grab viewers’ attention in three seconds or less, or risk losing them.

Adrian Pennington

May 29, 2023

TikTok x Brands x Consumers: What Content Producers Should Know

TikTok execs use the NAB Show stage to educate and inspire brands and creative agencies about how best to work with the platform.

Adrian Pennington

May 17, 2023

Advice for Content Creators Who Want to Be Content Entrepreneurs

Content Inc. host Joe Pulizzi and Creator Science founder Jay Clouse dissect the anatomy of what makes creators and influencers tick.

Adrian Pennington

June 15, 2023

How to Stand Out in a Three-Second World

Media experts at NAB Show provide strategies for making an impact across digital, social and traditional platforms

June 14, 2023

The Mr. Beast Game Show, TikTok OH NO, and the Truth About Instagram Algorithms

Mr. Beast wants to produce TV, collective action for the creator economy, weird new chatbots, and algorithm insights from Adam Mosseri.

Amplify Content Team

June 4, 2023

What’s Behind the $100 Billion+ Creator Economy (Hint: It’s Not Creativity)

Comprising over 200 million people globally, the creator economy is an industry pegged to reach more than $100 billion by the end of 2023.

Adrian Pennington

May 31, 2023

Jim Louderback: YouTube Algorithm Insider Explains What’s New, and Revelations from an Expert Model of the Creator Economy

New insights on audience satisfaction and content optimization from YouTube’s internal algorithm czar plus copyright challenges.

Amplify Content Team

May 15, 2023

How to Build a Business in the Creator Economy

Making a living in the creator economy requires a business approach to revenue generation and management, even at a small scale.

Adrian Pennington

June 12, 2023

Jim Louderback: Twitch Enrages Creators Again — Why Can’t they Learn? Plus the Dark Side of Baby Gronk and Good News for Shorts Creators!

Twitch turmoil, Baby Gronk, Shorts improvements, what Apple’s new headset means for creators, and much more!

Amplify Content Team

April 9, 2023

The Creator Economy Is… Going Through Changes

It will be a challenging year for the creator economy, with brands cutting back on spending under more austere and uncertain conditions.

Adrian Pennington

April 13, 2023

Harvard Business Review: Generative AI Will “Prompt” Big Problems for Netflix, YouTube and TikTok. Here’s How.

Generative AI streamers will output personalized content for billions of people at scale using text prompts created by individual users.

Adrian Pennington

April 7, 2023

Citibank: The Creator Economy Will Be Worth $75 Billion by 2024

The creator economy is on track to reach $75 billion by 2024, with half of revenues stemming from ad-based video platforms like YouTube.

Adrian Pennington

March 17, 2023

Amy Webb: What’s the Future of Media? Personalized, Participatory, and “Push Button”

FTI’s 2023 Tech Trends report says entertainment has reached a tipping point, with new technologies enabling novel forms of expression.

Jennifer Wolfe

March 19, 2023

The Data in and Danger of Our Online “Attention Economy”

The $500 billion online advertising business is in crisis as the internet degrades the very resource it depends upon for its survival.

Adrian Pennington

November 11, 2022

It’s the Creator Economy and We’re All Just Working In It

A “must-have” for marketers and brands to engage target audiences, social video has emerged as the place where cultural trends originate.

Adrian Pennington

July 14, 2022

Will Content Creators Become the Most Satisfied Workers in Our Economy?

More than half of creators have a content business that supports at least one person, and 44% are the primary source of household income.

Adrian Pennington

January 13, 2022

Now There’s a Creator Economy for Enterprise

Signaling the next wave of video transformation, 84% of enterprises had an increase in their output of video content over the last year.

Adrian Pennington

August 17, 2021

Is the Creator Economy Really a Democratic Utopia Realized?

The creator economy “gold rush” is partially driven by technology advances like streaming, AI, blockchain, XR, 5G and advanced analytics.

Adrian Pennington

February 2, 2022

The Developer’s Role in Building the Creator Economy Is More Important Than You Think

Connecting artists directly with developers might solve one of the biggest problems with the creator economy: earning a living wage.

Adrian Pennington

August 17, 2021

Can the Creator Economy Actually Change… the Economy?

The creator economy is worth more than $100 billion, with two million global creators already making six figures.

Adrian Pennington

January 14, 2022

How Social Platforms Are Attempting to Co-Opt the Creator Economy

From Facebook to TikTok, established social media platforms are spending big money to arrest an exodus of independent video creators.

Adrian Pennington

May 17, 2023

Advice for Content Creators Who Want to Be Content Entrepreneurs

Content Inc. host Joe Pulizzi and Creator Science founder Jay Clouse dissect the anatomy of what makes creators and influencers tick.

Adrian Pennington

April 10, 2023

Build Your Brand Like a Creator

Meet three young creators. This conversation, moderated by Jim Louderback, will preview NAB Show's Creator Squared workshops and panels.

July 5, 2022

We Have 200 Million Content Creators. Now Let’s Talk About Making Money.

Linktree’s “2022 Creator Report” shows that 70% of creators earn less than 10% of their income from partnerships with brands.

Adrian Pennington

November 23, 2021

Four Scenarios for Media Monetization

Industry consultants at Deloitte have developed four “extreme but valid” scenarios for the evolution of media revenue models through 2030.

Adrian Pennington

April 23, 2022

Let’s Look at the Money Moving Into Digital Content (A Lot)

New report from IAB shows podcasts and streaming for music and radio are leading digital ad growth, which hit $4.9 billion during 2021.

Adrian Pennington

January 18, 2023

How Streamers and Influencers Get It Together

A new study from CreatorIQ examines influencer strategies employed by Netflix, Prime Video and Peacock to achieve record levels of success.

Jennifer Wolfe

November 22, 2022

Has Influencer Marketing Evolved (Devolved?) Into Influencer Commerce?

Celebrity endorsements have become the gold standard for creating fast wealth, making social media influence more important than capital.

Adrian Pennington

November 20, 2022

The Move to Influencer Marketing (and What That’ll Mean)

Marketers are advising brands that influencer content should be an integral part of all digital marketing campaigns going forward.

Adrian Pennington

November 14, 2022

The Making of the Micro-Influencer

Rising in power, creators are upending traditional relationships brands have with their target audiences. But how do you pick the right one?

Adrian Pennington

September 25, 2022

Charting the Influence of… Influencer Culture

New research on social media influencers highlights the aspirational quality of a job that blurs the line between influencer and celebrity.

Adrian Pennington

September 1, 2022

What Are the Investments Being Made in Influencer Marketing?

A new Influencer Marketing Impact Report finds that consumers are flocking to YouTube, while marketers gravitate to the more staid Facebook.

Adrian Pennington

August 2, 2021

Creator Versus Influencer: What’s the Difference?

King’s College London Department of Digital Humanities lecturer Sophie Bishop challenges our preconceptions of influencer culture.

Adrian Pennington

May 1, 2022

We Have Some Wrong Ideas About Creativity

A recent study on “creativity bias” shows that people harbor an aversion to creativity, subconsciously seeing it as noxious and disruptive.

Adrian Pennington

November 22, 2022

Here’s Where Social Marketing Is Headed

Social media management company Hootsuite has released its Social Media 2023 Trends report. Check out some notable takeaways from the report.

Emily M. Reigart

June 30, 2022

TikTok May Have Just Won the Streaming Wars. Here’s How.

Producing its content for almost nothing, TikTok has swiftly overtaken streamers like Netflix with 22.5 trillion minutes viewed in 2021.

Adrian Pennington

June 5, 2022

TikTok Is Close to Social Domination (and/or Destruction, Who Knows?)

Owned by Beijing-headquartered company ByteDance, TikTok is dominating social media platforms like YouTube and Instagram.

Adrian Pennington

November 2, 2021

How Creators Should Reset Their Social Strategies

Creators can thrive in niche communities on a single platform, where growth and profitability are less reliant on scale.

Adrian Pennington

July 5, 2022

TikTok Is Not a Social Media Company (Says TikTok)

TikTok global head of B2B marketing Carly Zipp discusses how the UGC platform is the future of entertainment marketing.

Adrian Pennington

July 1, 2022

TikTok is Coming After TV. Can It Be Stopped? (Should It Be?)

TikTok is now a direct competitor for video viewers to everyone from broadcast TV and cable services to Netflix and studio streamers.

Adrian Pennington

March 14, 2022

The TikTok-ing of Western Civilization

The age of “Everything Culture” has arrived, bringing a new world where everything essentially becomes A Thing.

Michael Burns

October 3, 2021

Podcasts Are Hot, News is Not and GenZ is All About Netflix and TikTok

Third annual US Media Consumption Report reports 56% of Americans are listening to podcasts, while news consumption is at an all-time low.

Adrian Pennington

September 10, 2021

How Live Streaming Fuels Social App Engagement

Live streaming creates new creator communities as Twitch and other streaming platforms allow new forms of community engagement and support.

Adrian Pennington