Future-gazing in the world of content, creators and communities

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    manish chopra

    Norwegian dance crew Quickstyle, known for their viral choreographed reels, recently collaborated with celebrities like Virat Kohli and Suniel Shetty, as well as brands like Boat. When their fans flocked to shopping malls in Mumbai, eager audiences flocked to catch a glimpse of them. This is why the creator community is currently in the spotlight. Creators play a central role in advertising, shows and magazines with their relatable personas and authenticity that earns the trust of their followers. Brands are partnering with them to connect with their target audiences, increasing demand for small town and city creators. As communities prioritize local and hyperlocal content, the demand for small town and city creators is growing. India, with her 1.3 billion young population, 65% of whom are under the age of 35, offers a huge chance for this phenomenon to thrive. The creator economy is driven by a variety of factors, including community relevance, creator branding, AI, the metaverse, and the emergence of creator-based economies.

    The emergence of microcommunities
    In addition to the growing importance of community building, the pandemic has also highlighted the importance of microcommunities. As people are spending more time online and pursuing unique interests, they are looking for niche communities that serve their specific needs and passions. These hyperlocal communities are very powerful in providing a sense of belonging, fostering engagement, and fostering meaningful connections not found in large, generic communities. Community-led relief efforts during pandemics and other crises, as well as the success of creators and brands building dedicated micro-him communities around their content, demonstrate the relevance and potential of this trend.

    Brands: Strengthening this ecosystem
    Strengthening this ecosystem of creators, content and communities are brands shifting media spending to ad formats like creators and branded content ads. According to a study by Social Beat, the value of the influencer marketing industry is estimated to grow at a compound annual growth rate of 25% over the next five years, reaching Tk 2,200 by 2025, making influencer marketing explosive. The rapid growth has made influencer marketing a necessity. Creators are an important factor for marketers as they have the power to influence diverse consumers. According to ASCI’s “Influencer Trust Report,” 90% of respondents claim that he made at least one purchase based on an influencer’s recommendation.

    Brands that relied solely on traditional TV commercials are now turning their attention to the power of influencer marketing. Tanishk’s innovative marketing campaign for Women’s Day is a true testament to this change as it unites women from all walks of life and connects diamonds with their individual passions. Whether painter or biker, Tanishk delivered a powerful message that every woman deserves to shine in diamonds for every occasion. This is the result of social her media relics instilling new confidence in users.

    The Rise of Creator Brands: A Cultural Shift
    The world of branding has changed a lot in recent years. The rise of creator brands. These unique brands are the brainchild of creators who have built up a devoted following and are now leveraging their audience to create their own brands.Deepika Padukone is already on the road with her 82.E and now other creators are following suit. Chandigarh-based visionary Vishnu Kaushal made a name for himself with his brand ‘Peach’, and so did Vaishnavi from Raigad with her Nambalwar.

    The secret to the success of these creator brands is their ability to resonate with their audience on a personal level. Their followers are attracted to their unique personalities, aesthetics, and content, and are more likely to support the brand. It represents a new way of thinking about the relationship between creators, their audiences, and the brands they partner with. This is a sign that the lines between content creation and commerce are blurring.

    Navigating the Metaverse and Beyond
    The speed of change in content creation was so rapid that it opened up a whole new world of opportunities for technology. Artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) are all being used to enhance the content creation process, creating new and exciting experiences for audiences. Generative AI research explores how creators can provide creative superpowers to generate more distinctive and engaging content. A mere picture changes the storytelling depending on who sees it. This technology has the potential to transform how stories are told and experienced, pushing the boundaries of creativity and opening new possibilities for creators.

    The Metaverse has the potential to transform the world of content, creators and communities. For example, Meta has expanded his partnerships with the NBA and WNBA, and with Meta Quest he has delivered over 50 live VR games. We also plan to launch NBA-licensed apparel in Meta’s Avatar store in the coming weeks. This is a paradigm for creators as it highlights new opportunities for them to connect with their audience and for consumers to engage with their content in more meaningful ways.

    These technologies are used to create virtual tours of cities, interactive art installations, and even entire theme parks. For example, the recently opened Bangalore Museum of Art and Photography can bring some works of art to life via AR for people to experience and learn about art in innovative ways. We help creators create more interactive and engaging content, enabling viewers to experience content in new and exciting ways.

    Economy Surrounding Creators
    All of the above factors are currently making the creator economy a rapidly growing industry, with more and more people looking to content creation as a viable career path. But the rise of the creator economy is not limited to content creators themselves. Young people are finding roles in this economy in areas such as photography, lighting, editing and animation. They use their skills to help content creators bring their visions to life and create compelling content that resonates with their audiences.

    The author is the Director and Head of Partnerships of Facebook India (Meta).

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