In a recent New York Times review, many young creators talked about the stress of trying to follow trends and generating corresponding content fast enough.
This is especially evident on TikTok, where algorithms decide what is going to appear on your main “For You” page. This means trends will blow up and fade very quickly. Trying to cater to fads can sap your passion just as much as ordinary overwork.
However, there are signs that the balance may be shifting again.
Olivia Marie, who’s been a professional creator for over eight years and has a following of over 200,000 across Instagram, YouTube, and TikTok, says there’s been a trend towards less “perfect” and more “casual” videos.
For her, the best way to deal with these changes is just to focus on making content that she sees as valuable and that she enjoys making.
It seems as if the trend is toward relating towards the creator instead of just wanting flashy videos or other content.
“Vlogs, real conversations, and everyday photos are performing the best lately,” says Lindsay Adkinson, who’s been a creator since 2015 and has over 450,000 followers across TikTok, Instagram, and YouTube.
Some of the biggest challenges for content creators include creating content you love—and that people want to consume—keeping up with the trends and staying relevant.
And then there are those pesky algorithms that decide which content goes viral and which will vanish without a trace. It’s hard for creators to know what the platforms want you to do in order to perform well.
“The creator economy,” says Alex Lefkowitz of Tasty Edits, “offers a wide range of opportunities, platforms, and tools for both new and established creators to distribute and monetize their content and so earn a living.
However, to become successful and master the challenges thrown at creators, it’s crucial for them to strategize and focus on their strengths.”
You need to know what your long-term goals are, and understand why you want to become a creator. Stick to your vision instead of getting caught up in passing trends that quickly fade, and be as real as you can to create a loyal fan base.
With that said, here are a few things you should keep an eye on:
Education and Entertainment Still Rule the Pack:
For the past few years, one of the biggest trends has been a strong focus on creating educational and entertaining content.
Focus on crafting content which will promote your brand while also entertaining and educating your audience.
Voice-Centric Content is on the Rise:
Video still attracts more viewers, but lately there has also been a steady increase in audio.
According to Pixlee, Podcast listenership is up by 29.5% in the past three years.
Podcasts give people more flexibility. They can multitask—driving, exercising, or even working while they listen to content.
There has also been an increase in voice platforms like Google Podcasts, Spotify, Apple Podcasts, and Twitter Spaces.
Building Trust is Key:
When you’re looking for an influencer to work with, always look for a brand or individual who has built a level of trust with their followers.
Some things that can help determine this are making sure they have received verified status on social media and analyzing their engagement rate per post.
Also look for creators who focus on quality audio and video, who have mastered the art of lowering their bounce rates so they have longer watch times than other creators.
This way, you’ll be getting actual engagement on your influencer contract, not just thin and fleeting visibility.
Monetizing Strategies are Varied:
There are even more ways to make money in this creator economy, such as e-commerce, drop shipping, and direct advertising.
Creators are starting to tap into more niche markets, too.
For example, one might focus on entry-level gadgets while another takes on higher-tier products.
The gamer community is another good example. Some creators reach a larger market with more trendy games like Mobile Legends, while others narrow their focus by playing novelty games on old-school consoles.
Digital Content Will Keep Rising:
Not only is there an increase in the supply of content, but also in the available platforms on which to publish that content, along with an increasing audience.
People are spending more and more time online and as they keep looking for entertainment, the market will keep rising.