CREATOR ECONOMY OVERVIEW
The creator economy is changing the rules of the game: today, for the first time, anyone has the opportunity to produce and share content with an impact comparable to that of big brands and traditional media. People prefer to connect with other people, rather than with brands.
CREATOR ECONOMY I NUMER(ON)I
Not surprisingly, according to Goldman Sachs, this new ecosystem could reach a value of 480 billion dollars by 2027. And in Italy? Even in the country, growth is exponential: the market has already exceeded 352 million euros.
CREATOR OR INFLUENCER? LET'S TAKE STOCK
What really distinguishes this new model from the forms of digital work we have known so far? To understand it, it is worth making a comparison with the gig economy, that model in which people offer temporary and standardized services: think of riders, drivers, but also freelancers on platforms like Fiverr or Upwork.
CREATOR ECONOMY THE GIG ECONOMY...
In that world, work is often seen as a commodity: the customer looks for the lowest price or the shortest delivery time. The relationship between those who offer and those who buy is superficial and impersonal. The value is in the service, not in who offers it.
The creator economy, on the other hand, fits into what many call the passion economy: here the value comes from the relationship between creator and audience. People follow a creator not only for what they do, but for who they are. The personality, the vision, the tone of voice, the consistency – these are all elements that create connection, trust and loyalty.
CREATOR ECONOMY THE VALUE OF RELATIONSHIP
The public chooses to support, buy or follow because they feel an authentic connection. The creator is no longer a supplier, but a point of reference. It is the shift from a transaction logic to a relationship logic
CREATOR ECONOMY INFLUENCER OR CREATOR?
The next question is: what is the difference between influencer and creator? The answer lies in the business model and the nature of the content. The influencer monetizes his visibility by promoting products or services of others: his value lies mainly in the ability to attract attention and "rent" that audience to brands. In this model, the container - that is, the channel, the reach, the popularity - comes before the content.
The creator, on the other hand, builds visibility through the creation of authentic, original content that is often of educational, cultural or entertainment value. The content is the basis of his success, and it is thanks to that content that he can then monetize his own products or services.
