In today’s digital landscape, the allure of becoming an influencer is undeniable. The process seems simple enough—capture a quick video, snap some selfies, pile on those Instagram hashtags, and presto! You’re an influencer, right? However, the reality of evolving from a content creator to a true influencer is far more intricate than this superficial perception. Even marketers, who often perpetuate this notion, fail to grasp the depth of effort required to ascend the ranks of influence. This article delves into the nuances of influencer evolution, shedding light on the journey from content creation to genuine influence, backed by insights from the Creator Monetization Report 2017. Let’s navigate this path together, understanding who these creators are, how they produce content, and how they monetize their efforts as they build their sphere of influence.
A noteworthy revelation is that modern content creators are not confined to a single platform. They span across various media to engage their audiences effectively. Let’s break down the different categories of content creators and their versatile content strategies:
With an average of seven monthly blog posts, creators are maintaining an impressive output. Bloggers, in particular, tend to surpass this average, publishing around nine times per month. Additionally, bloggers are prolific across various media channels, including podcasts (twice monthly), live video (twice monthly), and pre-produced video (four times a month). This strategic frequency translates to a potential publishing schedule:
In essence, a minimum of four content pieces is churned out each week, marking a robust content schedule.
Creators are not content with their current output; they’re driven to amplify their content production across various media. The coming year will witness an increase in publication frequency across the board:
This ambition aligns well with the audience’s appetite for video content, with a resounding 96 percent of US teens engaged in YouTube content consumption, averaging two hours daily. To leverage this trend, creators are also turning to Stories on platforms like Instagram, Snapchat, and Facebook, offering new avenues to engage their audience.
Content creation is just one facet of a creator’s journey; engaging and maintaining an audience is equally vital. While metrics like site traffic and social media following are commonly examined, one powerful but often overlooked audience base is the email list. Successful creators rely on a loyal email audience for organic reach, making email a potent means of communication.
At Convince & Convert, we’ve honed our email strategy, moving from frequent weekday emails to a more focused approach with the “ON” email sent every Sunday. This approach reflects the standard frequency of one weekly email to subscribers, with the addition of one or two monthly emails featuring specific content or products that offer value in exchange for attention.
When integrated into a creator’s content production schedule, the process shapes up like this:
Becoming a capital “I” Influencer goes beyond surface-level content. It requires a genuine ability to engage and influence an audience. Establishing this level of influence demands investing time in cultivating a community, understanding them, and being a constant presence beyond standard posts. Influencers must strike a balance between credibility and approachability to maintain a thriving community.
Dedicated daily hours are essential for effective community management, including activities such as:
On average, creators need to allocate seven to ten hours weekly (at least one hour per day) for effective community management.
A surprising 28 percent of creators surveyed in the Creator Monetization Report do not generate revenue from their content. On the flip side, 29 percent rely solely on online content as their primary income source. Interestingly, while a majority (62 percent) of creators remain dissatisfied with their monetization income, revenue continues to rise year after year.
Advertising remains the leading revenue stream for creators, followed by affiliate commissions, brand deals, and sponsorships. The dynamic landscape of influencer marketing lacks a standardized rate card, with rates influenced by creator type, post quantity, duration, and engagement metrics.
In conclusion, the journey from content creator to influencer is an intricate process, demanding dedication, diverse content production, active community engagement, and savvy monetization strategies. By understanding these underlying dynamics, both creators and marketers can navigate this landscape with a clearer perspective, appreciating the depth of effort invested in each influencer’s ascent to true online influence.
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