Globally, there are approximately 3 billion social media users, and Influencer Marketing Hub estimates that this year alone, social media influencer marketing will be worth over $14 billion. As this trend gains traction, more and more companies are forming alliances with micro to mega-influencers on social media to spread brand awareness, create campaigns, and eventually boost sales.
What is Creator Economy?
As more people start creating digital material, they engage the creator economy, a network of independent firms and small businesses that make a living by producing and sharing information online. You see examples of content production when you browse Facebook or Twitter, watch a YouTube live video, or chuckle at a hilarious meme.
In the past, major corporations like television networks, newspapers, and record labels were the primary producers of creative content. The whole public can now participate, though, because of the development of the internet. Those who produce anything from articles and podcasts to blogs and ebooks now make up an entirely new economy.
The creator economy market size grew to $104.2 billion by 2022, more than doubling from its current value in 2019. Here are some further fascinating details on the scale of the creative economy: Twitch streams were watched by an average of 2.67 million viewers simultaneously in 2022 on more than 95,000 live channels.
Are Creators and Influencers the same?
People who create digital content are referred to as digital creators or content creators; however, the more inclusive term creator has evolved to include those who may not necessarily come within the “digital” definition. Consider artists like sculptors, gardeners, or athletes who, while their main “content” isn’t produced digitally, can still reach audiences through digital platforms and supplementary digital content.
Influencer was a term used before the internet, and its meaning has changed. Those with greater followings who persuade their viewers to connect with the content, make purchases, follow trends, or take other actions are still the ones who are referred to most frequently when this phrase is used today. The word “creator” was first used to refer to influencers in modern usage. Any online creative with a loyal following motivated to interact could be regarded as an influencer.
How do creators make money?
One of the well-liked income methods for content producers like bloggers and YouTubers is advertising. To take part in advertising campaigns, there are requirements. For instance, a blog must meet a minimum threshold of sessions or website views, but a YouTube channel must have at least 1,000 subscribers, among other criteria.
Selling digital products
Selling ebooks, courses, images, and goods is a well-liked and lucrative source of income. Compared to producing material for third parties, these activities have higher profit margins and revenue possibilities. Selling goods and services also helps content creators’ brands develop.
Making Content for Third Parties
Writers create written materials like publications, marketing collateral, and website content for other people. Videographers, graphic designers, and content producers operate businesses by offering their talents to others. As a result, they get paid differently depending on their expertise and talent.
Collaboration With Other Content and Brand Developers
Digital content producers collaborate to develop and market goods and services to a larger audience. They also collaborate with similar brands through alliances. For instance, a fashion blogger may work with a garment manufacturer and receive payment for promoting their products on social media platforms. To share your expertise with others, for instance, you may sell training programs if you are an expert in a particular field. A variety of bloggers are also offering classes on blogging.
Advertising Using Affiliates
By endorsing third-party products in their content and receiving a commission anytime someone purchases through their link, affiliate links are a popular way for digital content creators to monetize their work.
What Are The Risk In the Business Of Content Creators?
The risks in the business of content creators can lead to the closure of their business or significant loss in several ways:
- Huge legal cost: If a content creator is sued for copyright infringement, invasion of privacy, defamation, or other legal issues, they may incur high legal costs and damages. They might have to shut down their business if they cannot cover these expenses.
- Accidents and injuries: Accidents or injuries sustained during production may incur high medical costs, lost wages, and legal liabilities. A content creator’s firm may be at risk if these expenses are not insured.
- Damage to equipment: It can be expensive to repair or replace significant damage to pricey equipment, which could put a content creator’s firm in a precarious financial position.
- Loss of income: A content creator may suffer a significant loss of income due to a cyber incident such as hacking, data theft, or identity theft. This will result in brand equity and subscribers built over the years.
- Competition: It might be challenging for content producers to continue making money due to fierce customer competition and exposure. They can find it challenging to stay competitive and finally be compelled to shut down their firm if they cannot adapt to emerging trends and technologies.
- Account takeover: Loss of access or account takeover is another significant risk most creators face. It is estimated that every 10 minutes, an Instagram creator account is hacked in the US alone. Most of these account takeovers result in ransom demands causing significant financial and reputation loss to creators.
Important Note: In 2021, cybercrimes cost US people $6.9 billion, including $956 million from romantic scams, $1.4 billion from investment fraud, and $2.39 billion from business email breaches. In the first half of 2022, cybercrime has reportedly harmed 53.35 million US people. The US was most frequently targeted by cyberattacks between July 2020 and June 2021, making up about 46% of all attacks worldwide. Businesses face a severe security risk from ransomware, which has successfully encrypted data for 60% of US organizations. In 2021, the average cost to fix these attacks was $1.08 million, down 49% from 2020.
How can you secure your digital assets?
There are several steps that digital creators can take to reduce their risk of financial losses and liability claims, including:
- Protect sensitive information: Digital creators should protect their websites, databases, and other digital assets against online risks such as cyberattacks and data breaches by and data breaches by implementing multi-factor authentication, maintaining data backups, and having a good anti-virus program installed on the machines.
- Keep accurate records: Digital creators should maintain thorough records of their work. These documents can aid in defending against disagreements and lawsuits resulting from mistakes or omissions in the provision of their goods or services.
- Manage risks associated with third-party products and services: A digital creator should take precautions to limit the risks involved with any third-party products or services they employ in their work by having proper and well-executed agreements.
- Maintain accurate contracts: Digital creators should make sure that their contracts are accurate, unambiguous, and readable, that they are aware of all of their rights and obligations under them.
- Properly secure digital assets: Digital producers should take precautions to safeguard their digital assets, such as hardware, software, and online data, from damage, loss, and theft.
- Stay up-to-date with industry standards: Digital creators should consider these important points to keep themselves updated.
- Technology: Stay informed of the latest tools, software, and hardware available to produce high-quality content.
- Trends: Keep an eye on current and emerging trends in the creative industry, such as graphic design, photography, animation, and web design, among others.
- Best practices: Stay informed of best practices in your field, such as digital marketing, social media management, and content creation.
- Audience behavior: Stay informed of how audiences consume and engage with content online, including the platforms they use and their preferences.
- Social media: Stay up-to-date with the latest updates, algorithms, and trends on social media platforms, such as Instagram, Facebook, and TikTok, among others.
- Legal and ethical issues: Stay informed of the latest legal and ethical issues surrounding the use of digital content, including intellectual property, privacy, and security.
- Monetization: Stay informed of different ways to monetize your content, such as sponsorships, advertisements, and selling merchandise, among others.
Does Insurance Apply to Content Creators?
Yes, insurance is a must for any digital creator. Like any tangible business or service, creators are subject to various dangers that could cause them to lose a considerable amount of money, damage their reputation, or even close up shop.
You create material for your audience as makers, and you also consume a lot of stuff for background research. Both of these activities pose a high risk that your work may unintentionally offend someone or give rise to copyright claims from other companies or creators.
Similar to how the world of online cybercrime is growing, you risk falling prey to ransomware, identity theft, impersonation, content loss (data), and account takeovers on Instagram and YouTube.
What kind of insurance do creators need?
Depending on their specific business and the risks they face, a digital creator may need several types of insurance. Some standard insurance policies that digital creators might consider include:
- General Liability Insurance: This kind of insurance defends against liability claims brought about by third-party property damage or bodily injury. For instance, a digital producer may be liable for damages if their website or product hurts a user. Legal bills and settlements may be covered in part by general liability insurance.
- Professional Liability Insurance: This kind of insurance offers a defense against lawsuits resulting from inaccuracies or omissions in transmitting a digital creator’s goods or services. For instance, a digital creator may be held accountable for damages if they give false information about a product or service and a user is harmed as a result.
- Cyber Liability Insurance: This insurance protects against financial losses brought on by data breaches, cyberattacks, and other online dangers. For instance, a digital creator could be held accountable for damages if their website or database was compromised and sensitive material was taken. Legal fees, settlements, and other costs associated with a cyber event may be covered in part by cyber liability insurance.
- Business Interruption Insurance: This kind of insurance offers financial assistance in the event of a catastrophe that interferes with a digital creator’s company activities, like a natural disaster or equipment breakdown. For instance, if a fire damages a digital creator’s studio, it might not be able to operate for a while. Business interruption insurance can assist in reimbursing missed earnings and costs during this period.
- Equipment Insurance: The loss or damage of digital assets, such as computers, cameras, and other machinery used in the production of digital goods and services, is covered by this kind of insurance. For instance, if a digital creator’s notebook is stolen or damaged, they might be forced to spend a huge amount of money on a new one. Insurance for equipment can aid in defraying replacement costs.
It’s essential for digital creators to carefully consider their specific needs and risks when choosing insurance coverage. They may also benefit from consulting with a licensed insurance agent or broker who can help them find the right coverage at an affordable price.