Earlier this year, Goldman Sachs predicted that the value of the creator economy could reach $5 trillion by 2027. This explosive growth stems from multiple factors, including advances in technology and increased digital media consumption. Influencers and content creators have become extremely common over this past decade, as social media platforms promote short-form videos and live streaming content.
Sachs' report noted that the creator economy's expansion is on par with global digital ad spending, creating attractive opportunities for creators and marketers alike. Furthermore, the number of creators joining this new profession is expected to see a CAGR of up to 20% over the next five years.
The creator economy is a very lucrative industry, with some influencers earning millions of dollars, but that money isn't evenly distributed. Smaller creators with fewer than 1,000 followers will be left behind. Brands choose big creators with millions of followers, thinking they can achieve higher conversion rates with brand deals and ad revenue. However, since the Internet serves everyone, content should not be glorified based on mass-market appeal. It doesn't offer any more appeal to future brands.
Research shows that micro-influencers, content creators with between 10,000 and 100,000 followers, have more engaged audiences than larger influencers. Viewers may feel more connected to micro-influencers and even smaller influencers because they provide unique and relatable content.
Despite this truth, niche content has far fewer opportunities to monetize. Not only does this limit these small-scale content creators from working full-time, it also means marketers miss out on the opportunity to connect with a new, possibly more loyal audience. Only 4.3% of the world's content creators earn more than $100,000 per year. The industry needs innovative ways to help small creators get paid.
Shown Live, a sponsorship marketplace that empowers creators and marketers, is taking on this challenge. The company was founded to transform the currently fragmented creator economy into a more equitable place.
Shawn Live's platform combines live streams across social media and Metaverse platforms to enable live content producers to generate income. The platform allows creators to be matched with marketers who are willing to pay for a specific amount of ad units (gifts) exclusive to Shawn Live.
Shayna Stewart, a marketing and media expert with over 10 years of experience in gaming, Web3, and music, founded Shawn Live to optimize influencer marketing for brands and creators. On this platform, Direct She is introducing Her Gifts, an ad unit that combines responsive advertising and brand awareness campaigns. Gifts offer marketers an efficient and affordable way to creatively connect with new audiences, while also allowing creators to reward their audiences.
Shayna points out that other advertising strategies are not interesting to viewers and reduce conversion rates. On the other hand, influencer marketing is difficult to deploy on a large scale like digital advertising. Marketers need to choose their partners carefully as it requires more time and money. Shawn Live solves this problem by giving marketers access to thousands of creators seeking sponsorship.
Shawn Live is revolutionizing advertising and influencer marketing through gifts you can create and start in 5 steps. Marketers just need to enter the gift title, expiration date, description, image, and redeemable link.
You can also include custom attributes and later select 5 tags for your content type. Finally, you'll need to select your maximum supply to see how much you'll pay for each gift. Shown Live automatically calculates the budget you need to reach your target audience with the supply you choose. This process accelerates influencer marketing efforts and helps brands see more immediate results.
Creators are then matched with gifts offering that content type. You can find these sponsorship opportunities by planning your livestream event with his SEO-friendly content calendar at Shawn Live.
All video and audio creators will benefit from using this platform. Whether you're a podcaster, streamer, or YouTuber, you can make money and excite your audience with unique gifts. These ad units can be anything from community-only drops to physical/digital products.
“Independent content creators can easily start their careers, but it can take years to build a large enough audience to provide attractive monetization opportunities,” Shayna said. say. “Needless to say, many niche creators are forgotten by brands simply because they have a small audience. At Shawn Live, we are committed to connecting small creators with interested marketers to tell their stories. We are committed to empowering creators to extract economic value from what they love by overcoming funding allocation hurdles and implementing ad formats that leverage the creator-viewer relationship.”
Shawn Live takes every opportunity to engage, connect and inspire audiences, all while benefiting brands and creators. The platform is scheduled to launch in the first quarter of 2024. The team at Shawn Live is currently hiring staff and conducting tests to ensure the platform is fully functional.
As Shayna grows, Shayna envisions Shaun Live becoming a media company that provides interactive advertising tools for small-scale creators to achieve their goal of becoming full-time creators.