Rachael Cihlar: Hello, everyone, and welcome to our webinar 2,023 predictions for influencer marketing and the creator economy. We're so excited to have you join us today to learn more about what 2,023 has in store for our industry

12
00:01:07.650 --> 00:01:23.540
Rachael Cihlar: before we dive into the content. I want to take a moment to introduce myself the fabulous panelists who have joined this discussion, and of course, the content. My name is Rachel Siler, and I read Content Communications at Maverick, the All in one influencer marketing software. For enterprise brands.

13
00:01:23.550 --> 00:01:32.559
Rachael Cihlar: I've been part of the influencer marketing industry for over a decade, and this is my fifth year, presenting on predictions for the next year, so really excited to dive into this content.

14
00:01:32.800 --> 00:01:41.959
Rachael Cihlar: and I'm thrilled to be joined by my colleagues, and who are all thought leaders, and also moonlight as creators. First we have Lindsay Gamble. Please introduce yourself, Lindsay.

15
00:01:42.480 --> 00:01:57.530
Lindsey Gamble: Hey? How's everyone doing? My name is Lindsay Gamb. I'm the associate director of Influence Innovation here at Maverick my Rose really focused on helping our customers become first movers on new and emerging platforms to exploring trends, research and experimentation.

16
00:01:57.540 --> 00:02:12.210
Lindsey Gamble: I'm. Also a creator as well. I write a weekly Newsletter breaking down the Creator Economy as well as sheer outdoor hiking and lifestyle content on Instagram, and really excited to you know. Join this group to talk about predictions for next year.

17
00:02:12.670 --> 00:02:27.109
Rachael Cihlar: Thanks, Lindsay. We love your newsletter. It's excellent. Next we have Curtis Smeaton, who is from later, who joined forces with us in 2,022. later is a social media management tool for small businesses and creators alike. Curtis, please introduce yourself.

18
00:02:27.360 --> 00:02:44.589
Kurtis Smeaton: Yeah. So I've been at later for the last few months, and i'm our influencer and partner marketing manager. I oversee all of our influencer programs. We run kind of like an always on monthly program. Speaking about later in our different tools. I have a history working and influencer marketing and the fashion

19
00:02:44.600 --> 00:02:51.980
Kurtis Smeaton: and tech industries. and then on the part of marketing anyone that we're working from the brand point of view, I'm: managing those relationships.

20
00:02:51.990 --> 00:03:04.639
Kurtis Smeaton: and yeah, I'm really excited to talk about trends outside of my day job at later. I'm also a creator. more in the fashion and creative space, collaborating with a lot of brands on both Tiktok and Instagram.

21
00:03:05.250 --> 00:03:13.719
Rachael Cihlar: Yes, love your tik, Tok, Curtis, and thank you for joining us. And last but definitely. Not least. We have Rebecca Schroe. Thank you for being here. Rebecca. Tell us about yourself.

22
00:03:14.170 --> 00:03:41.739
Rebecca Schroth: Hi, everyone i'm Rebecca Schroed. I lead influencer strategy at Maverick across our customer operations team. My primary role is to help brands identify opportunities to strategically grow and expand their influencer marketing programs, using the maverick. Software so I started as a creator back in college in 2,012, when I started a food blog, and since then have been following my passion, which landed me to Maverick about 4 years ago.

23
00:03:42.290 --> 00:03:51.169
Rachael Cihlar: Awesome. Thank you, Rebecca. And, thanks to all 3 of you, it's really exciting to have both industry experts who have seen the brand side of things as well as the Creator point of view.

24
00:03:53.370 --> 00:04:08.239
Rachael Cihlar: Now let's dive in. Can you believe it's 2023 already? Are you sure it's not still 2,019, because the last year's flown by, peppered by news about Creators social media and the networks that power the industry. And of course, the ever growing Creator economy

25
00:04:10.520 --> 00:04:26.049
Rachael Cihlar: from the rise of be real, and Youtube shorts to the acquisition of Twitter, to the abundance of tech layoffs that created our news. There's a lot to look back on. We did and pondered how this would impact the future of our industry and what we can expect in the next 12 months, and beyond.

26
00:04:27.150 --> 00:04:39.760
Rachael Cihlar: and based on our research and bringing some brilliant minds together, we've come up with 10 predictions that span 4 categories, including tik, tok, meta, creator, compensation and pay opportunities and Creator Channel usage.

27
00:04:40.240 --> 00:04:43.549
Rachael Cihlar: So first up. Let's talk tik to what's in store.

28
00:04:44.220 --> 00:04:50.320
Rachael Cihlar: Our first prediction Forget Tiktok first Instagram. The real battle will be between Tik Tok and Google.

29
00:04:51.600 --> 00:05:07.990
Rachael Cihlar: and according to an internal report by Google, nearly 40% of Gen's ears prefer tik tok for online searches online searches. The reason for these are many. For one genie is fluent in tik tok and can navigate it with speed to find trending videos or topics that align with their searches.

30
00:05:08.000 --> 00:05:16.800
Rachael Cihlar: Secondly, Gen. Z. Doesn't like to have to sit through the ads that appear first in Google results, preferring to get to the visual content immediately. Don't, we all.

31
00:05:18.390 --> 00:05:28.459
Rachael Cihlar: And we've also seen Google roll out features to compete with Tik Tok, including a vibe check on Google Maps the immersive view feature and visual first food searches and results.

32
00:05:29.860 --> 00:05:45.290
Rachael Cihlar: Lastly, Google has really pushed the adoption of Youtube shorts a feature that competes with short form, video with tik, tok, with nearly identical controls and similar Ui, and that helps to leverage existing Youtube creators to transition or just include more short form content.

33
00:05:45.300 --> 00:05:58.429
Rachael Cihlar: However, it really lacks the incredible algorithm that powers the virality and popularity of tik tok with its users. So i'd like to hear from our panelists. And now, with this question, Rebecca, Why, Don't, we start with you? What are your thoughts on this prediction?

34
00:05:58.880 --> 00:06:25.429
Rebecca Schroth: Yeah, I mean, I think Tik Tok is really coming for everyone. what's most interesting to me, though, is the behavior shift by generation. So it really, I guess shouldn't be that surprising, since Gen. Z. Has been brought up in the digital revolution. They have a very different relationship than we do with technology. So it's no wonder that they really prefer these more immersive kind of visual experiences.

35
00:06:25.440 --> 00:06:33.059
Rebecca Schroth: and even myself. I'm millennial. I think I I find myself gravitating more towards visual content, because

36
00:06:33.070 --> 00:06:52.559
Rebecca Schroth: in the end. It's one thing to read how something works, but it's another thing to see it come to life, and that's really what makes video just such a powerful medium. So to summarize, I think we're going to see Google pushing for a lot more video content and immersive experiences just to stay relevant and compete with Tik. Tok.

37
00:06:53.240 --> 00:07:07.980
Rachael Cihlar: Yeah, it's a great point, and not to mention Google has the power to do so. They are a massive company, and of course tik tok is always growing, but they have the ability to compete on multiple fronts. Lindsay, your Curtis I'd love to hear from either of you of what you think about this, or if you have anything to add.

38
00:07:08.750 --> 00:07:25.680
Lindsey Gamble: Sure, I mean, it's just been fascinating to really see how Tiktok is eating into the business of Google, right? you know, Tik Tok is not necessarily competing with other social media platforms competing with these much bigger entities that have a real big impact on everyday life and more.

39
00:07:25.690 --> 00:07:31.839
Lindsey Gamble: And so in just the last, you know, few months, Tik Tok has made a ton of different strides.

40
00:07:31.850 --> 00:08:00.079
Lindsey Gamble: and you know, launching new products and tools that further bring Google like experiences to Tiktok. So you know, one of the first ones that come to mind is, the ability for creators to have longer captions. And so now, creators and brands can, you know, include keywords and topics to make the content a little more discoverable. it's also testing a nearby feed in addition to the for you feed, which is awesome. But on the nearby feed, you know, users will be able to find content that

41
00:08:00.090 --> 00:08:19.559
Lindsey Gamble: is local to them. So, not only being able to, you know, find content they like, but content. They They can take a action on. So you know, they see a video of a local restaurant. They can actually go to that local restaurant because it's, you know, within the area. And so, as Rebecca said, you know, we're gonna see Google continue to evolve its experience

42
00:08:19.570 --> 00:08:36.439
Lindsey Gamble: to adapt to. You know, Jim Z's you know, search behavior. And so tik tok becomes more like Google. But Google is gonna become more like tik Tok and all the social media platforms where visual content is is really key for the the young and demographic.

43
00:08:36.890 --> 00:08:39.539
Rachael Cihlar: Yeah, Great point, Curtis. Anything to add?

44
00:08:39.549 --> 00:09:07.129
Kurtis Smeaton: Yeah, a couple of things. I think that on the search set of things I think Tiktok is interesting, because on Google, when you look so, you're looking at a restaurant. You don't know who's reviewing it, and you can't really see if they're a similar mindset to you. Whereas if you're looking up like I want to look up, let's say i'm going to New York. Where are people eating? But I can also get an idea of who those people are When you think about Gen. Z. It's like they're no Bs generation, and I think it's sort of like they want the real authentic behind the scenes. They're not above the filtered

45
00:09:07.330 --> 00:09:17.749
Kurtis Smeaton: someone putting their camera light and taking the shot. They want to see what that restaurant experience is. and so when we think about it from a search, I also think even Google or Tik to

46
00:09:17.760 --> 00:09:30.270
Kurtis Smeaton: SEO. When you search like, say men's fashion, it'll kind of give you what's trending, but also show you the videos that are showing at best, but from like an SEO perspective, it'll tell you like men's Street, where you can kind of like cheat sheet

47
00:09:30.460 --> 00:09:50.009
Kurtis Smeaton: kind of what to be putting in your videos if you're a creator as well. but then, on the short side of thing, I think it's really interesting, because there's a reason you 2 has stood the test of time with creators and influencers, and has really like built careers for people in that space kind of starting in the early 2,010, but it's stuck around.

48
00:09:50.020 --> 00:09:59.180
Kurtis Smeaton: and that's because those people can monetize without having to do paid partnerships, and they can take their views and make money off of it. And so I think

49
00:09:59.240 --> 00:10:03.220
Kurtis Smeaton: the reason Shorts will really compete is

50
00:10:03.740 --> 00:10:20.490
Kurtis Smeaton: they're giving an opportunity for those people to earn money and actually make a career that has longevity versus and I think that's where Tiktok is going to have to compete back and off, for they do have their creator monetization opportunities. But I think it's going to become more competitive in that space as we see

51
00:10:20.700 --> 00:10:32.040
Kurtis Smeaton: Google pushing these other platforms to pay people beyond partnerships from outside. but I think on the flip side like we're seeing tik tok

52
00:10:32.050 --> 00:10:41.709
Kurtis Smeaton: lean more into long-form content. We're seeing Tik tok, push, minute and a half 3 min videos, whereas I think when I first started, we're so used to seeing that, like everyone's.

53
00:10:41.750 --> 00:10:46.520
Kurtis Smeaton: I, my parents concept of tik tok is. Oh, it's a dance! App. Well, that's not what it is.

54
00:10:46.530 --> 00:11:06.500
Kurtis Smeaton: and so I think, like 2 years down the road after the whole pandemic period where everyone was jumping and didn't get tik tok. We're seeing them push different styles of content out. That is really directly competing with what Youtube is offering, which is that longer from content. but in a way that is a lot easier to edit like. I think that's the other thing about Tiktok is

55
00:11:06.510 --> 00:11:21.760
Kurtis Smeaton: being a Youtuber is not easy filming, that content and editing, and whatever software you use is not as easy as it is to edit in tik tok, which is just so quick and easy, and takes a lot of that effort out that I think youtube still Hasn't quite solved, for

56
00:11:22.450 --> 00:11:24.849
Kurtis Smeaton: so I definitely think it's like it's. I think

57
00:11:24.880 --> 00:11:32.020
Kurtis Smeaton: we're we're gonna see them both kind of compete and and make each other raise their game as we move forward, which will I think benefit the creators.

58
00:11:32.140 --> 00:11:37.800
Rachael Cihlar: Yeah, definitely, You know, years ago I think it was our predictions for 2021, or 2020

59
00:11:38.020 --> 00:11:58.680
Rachael Cihlar: 2020, maybe. I don't know. We talked about just how Tiktok has democratized the ability for anyone to become a content creator through the tools that they offer an app which is different than a lot of other social media sites. And so, it really has given way to just a rising creator cost across the board, making it even easier for anyone to to make money by doing this.

60
00:11:58.690 --> 00:12:01.300
Rachael Cihlar: Lindsay, I think you wanted to chime in on something else.

61
00:12:01.540 --> 00:12:18.260
Lindsey Gamble: Yeah, Curtis brother, of an important aspect SEO, and so I think as stick to, and all the platforms build any search capabilities more creators and brands are going to have to think about the SEO strategy for the social media accounts similar to blogs. And so, as again, period is

62
00:12:18.290 --> 00:12:31.999
Lindsey Gamble: talked about like kind of reverse engineering that strategy. And so not only you have to make great content on social, but you also have to make sure it's optimized to be discovered. as Tiktok links into more you know. Set search engine features.

63
00:12:32.190 --> 00:12:45.400
Rachael Cihlar: Yeah, you're so right, you know. This is such a meaty topic. There's so many routes that we could go down. But let's move on to the next prediction. prediction number 2. Tiktok will parlay it's live function into a podcast network.

64
00:12:47.390 --> 00:13:12.440
Rachael Cihlar: and there are factors at play that influence this prediction, including the existing capabilities for creators to go live on. Tiktok and the popularity due to the live gifting function among creators. So we've also seen other podcasting platforms attempt to mimic the tik tok algorithm to enable discovery something that Tik Tok could easily adapt. So, Curtis, I want to start with you. What do you think about this prediction, or about kind of the whole live streaming game on Tik tok.

65
00:13:12.510 --> 00:13:17.550
Kurtis Smeaton: Yeah, I think I think the reason Tik Tok has thrived is their algorithm is just so much

66
00:13:17.680 --> 00:13:34.630
Kurtis Smeaton: better than everyone else. And so the discoverability is there, and I think the way that it ranks you kind of can move up the ranks by engagement on your lives is really interesting, and I think what we're seeing now is a trend towards creators actually like having scheduled lives every day and

67
00:13:34.640 --> 00:13:52.850
Kurtis Smeaton: building their audiences based on those lives. And so, before you're used to seeing like you have to post to gain followings, but because there's this live and scrollable live feed. You can really find people, and I also think the ability. There's someone I think it's called iconic or something, and they'll interview people like

68
00:13:52.860 --> 00:14:14.060
Kurtis Smeaton: they'll put on different wigs and different things, but they'll interview, like Madonna was on their live a week or 2. They would do the cats on their live like every week, and you're like, Wait! How is this everyday person who's sitting at home joking around, having conversations with these mega like Madonna Mega mega generational celebrity right the spanning everyone knows who she is.

69
00:14:14.070 --> 00:14:24.169
Kurtis Smeaton: and so I think we look at things like that, and we've seen reports. We're under 35 the screen time of tik tok is higher than Netflix, and so

70
00:14:24.230 --> 00:14:53.020
Kurtis Smeaton: does tik tok start to. I i'm not exactly sure how it would come to life. But these kind of like interview, based because you can jump jump into someone Else's live where it is a conversation people are watching. It almost starts to look like a talk show, but on tik tok. And so these conversations I could see them being like every Wednesday this person goes live, and it could be more podcasting the types of topics and more meaty in terms of what they're talking about. But the opportunity for them to monetize that

71
00:14:53.120 --> 00:15:04.489
Kurtis Smeaton: live function is really interesting to me, and also just the ability to have conversations with anyone anywhere. I think it. It's really interesting to see where that will go, and I think

72
00:15:04.820 --> 00:15:19.530
Kurtis Smeaton: people leaning into that more will be really interesting in 2,023. I think we're already seeing a lot of like we posted podcast content on tik tok, so that record their podcasts will share all of that in bits on tik tok.

73
00:15:19.650 --> 00:15:29.389
Kurtis Smeaton: But perhaps now, instead, they're filming. Those live on tik tok instead of having them be 3 Max. 3 min snippets that are shared on Tik. Tok.

74
00:15:29.640 --> 00:15:55.689
Rachael Cihlar: Yeah. Great point. And you know, as you mentioned as they do these things like every Wednesday or on a more scheduled cadence. It allows them to create this hype to get more people ready to join and participate, and it is kind of the cadence we've come to expect with a lot of the podcasts we like to. I know my favorite podcasts come out every Wednesday or every Thursday, or every Sunday night, and that's the cadence that I can expect. So I can plan when I want to consume that content which is really popular, for you know everyone they want to be able to

75
00:15:55.700 --> 00:15:58.909
Rachael Cihlar: plan their entertainment as well.

76
00:15:58.980 --> 00:16:03.910
Rachael Cihlar: anyone else have anything to share on on the podcast front or on this prediction.

77
00:16:04.450 --> 00:16:22.820
Lindsey Gamble: Yeah, I I would just say, I mean, if you think about live or just live streaming, it's not too different than a podcast itself. So the trouble with podcasts. Is that there's not a lot of great discoverability doing a great job, but it's it's it's missing that social aspect. And so tik Tok.

78
00:16:22.830 --> 00:16:41.040
Lindsey Gamble: has that that built in discovery. And so it. It really makes it easy for the someone to leverage that long phone video. Then chop it up and and distribute it, you know, through the the for you feed I would also say that you know podcast in general becoming a format for creators to really lean into, to connect with audiences

79
00:16:41.050 --> 00:16:47.920
Lindsey Gamble: differently than what they're doing from short from video and static imagery you'll show from video. There's only so much you can say and do within that.

80
00:16:47.930 --> 00:17:05.639
Lindsey Gamble: you know, 15 is 60 s, or whatever it is on podcast. It can really kind of give behind the scenes, and really connect with audience on a deeper level which is great, for you know, developing those relationships, but also for more opportunities to monetize. I don't know the status of my head, but the podcast industry is

81
00:17:05.650 --> 00:17:18.870
Lindsey Gamble: growing significantly, and there's a ton of money being pushed out, and all that money is going to go to creators, and so it's just another a surface for them to expand their audience, as well as revenue, or build up revenue streams.

82
00:17:19.040 --> 00:17:41.789
Rachael Cihlar: Yeah, that's a great point, you know. I did read a sat that was something like in 2,006. The amount of consumers who are us consumers who knew about podcasting was pretty low. I want to say sub 30, and as of last year was up to 78 and that's the step by Stats and our full report. You can check it out, but it really does lend cadence, or lend credibility to the fact that

83
00:17:41.830 --> 00:17:49.099
Rachael Cihlar: podcasting is growing so much, and it's now a very expected medium that creators are leveraging

84
00:17:50.150 --> 00:17:54.040
Rachael Cihlar: awesome. So let's move on to prediction 3, and keep things going

85
00:17:55.060 --> 00:18:04.890
Rachael Cihlar: so as a build on. Perhaps the last 2 predictions, Tiktok will eclipse instagram as the top creator marketing channel as it expands its e-commerce capabilities.

86
00:18:05.560 --> 00:18:22.470
Rachael Cihlar: and there are many clues that point to this already, for one tik tok is really making a push to hire fulfillment positions in the Us. As well as Europe and other global markets. This should help Tik tok further develop solutions for driving conversions and sales on social media, which, of course, is the Holy Grail for brands and creators.

87
00:18:22.480 --> 00:18:28.800
Rachael Cihlar: Lindsay, You're really on the front lines when it comes to tik Tok: news and platform innovations. What do you think about this prediction.

88
00:18:29.200 --> 00:18:34.510
Lindsey Gamble: Yeah, Tik Tok is really proven to be a powerful platform in driving

89
00:18:34.740 --> 00:18:36.959
Lindsey Gamble: commerce. you know.

90
00:18:37.080 --> 00:18:53.329
Lindsey Gamble: you can go in there, find new products. You can be inspired and purchased, but it's really lacking that integration. So everyone's heard about, you know tik tok, maybe by it. And you know all the success stories in case studies are brand selling out through tik tok. and that's all happening with you know.

91
00:18:53.340 --> 00:19:12.869
Lindsey Gamble: you know a lack of e-commerce, or previously lack of e-commerce especially when compared to Instagram but in the last month or so tiktok is role in now Tiktok shop, which basically allow creators and brands to kind of sell product directly any app through videos live, and you know, through a a tab

92
00:19:12.880 --> 00:19:31.890
Lindsey Gamble: on profile, so that should kind of unlock more brands with the opportunity to not only work with creators, but to have a built in integration where they can really leverage the audience and discoverability of the platform itself. so it's gonna be really interesting to see how that top of the funnel. awareness. you know, kind of goes

93
00:19:31.900 --> 00:19:37.969
Lindsey Gamble: further down, based on some of the integrations that tick Bucks roll. Now, similar to what Instagram has today.

94
00:19:38.160 --> 00:19:42.060
Rachael Cihlar: Yeah, great point, Rebecca, do you have any thoughts on this one that you want to add.

95
00:19:42.260 --> 00:19:54.289
Rebecca Schroth: Yeah, I mean, I'm really excited about this. I think one of the biggest pain points that marketers have with influencer marketing historically, has just been around limitations with measurement and roi. So

96
00:19:54.400 --> 00:20:12.470
Rebecca Schroth: the tik tok made me buy it movement, as Lindsay mentioned, was massively eye-opening to marketers, who maybe were hesitant Previously that creators could move the needle, especially on lower funnel activity so I think it's really smart by doubling down on e-commerce capabilities and measurement

97
00:20:12.580 --> 00:20:30.320
Rebecca Schroth: in an area specifically where Instagram has really, historically kind of missed the mark Tiktok's definitely positioning themselves nicely to be a clear leader in the space, and a preferred channel by both marketers and consumers. I'll also add to that I think that

98
00:20:30.330 --> 00:20:44.570
Rebecca Schroth: Tiktok has an advantage over Instagram, especially when it comes to things like tik tok shop just because of the age difference of their audience. Tiktok tends to skew a little bit younger, which means their behaviors are more likely to be malleable.

99
00:20:44.580 --> 00:20:53.979
Rebecca Schroth: Versus I think Instagram and or yeah, sorry. Instagram and Facebook have have struggled historically with with shopping on their platforms.

100
00:20:57.060 --> 00:20:59.240
Rachael Cihlar: Any other thoughts on this one before we move on?

101
00:21:01.000 --> 00:21:01.840
Rachael Cihlar: All right.

102
00:21:04.150 --> 00:21:13.940
Rachael Cihlar: moving on to our next prediction and a new category. Meta! How will changes to the Creator Economy impact its company, Facebook and Instagram.

103
00:21:15.710 --> 00:21:18.009
Rachael Cihlar: So prediction Number 4

104
00:21:24.560 --> 00:21:32.009
Rachael Cihlar: for Prediction 4. We think the future of social media may look oddly like it's past. Instagram will lean back into photos.

105
00:21:32.980 --> 00:22:02.380
Rachael Cihlar: Now you may have noticed the chronological feed returns, or at least the ability to revert to it did. And we have a quote from Cody Eastman on this topic, he said. The chronologically update feels different adding value back into the app for users, brands, and creators who miss the curated experience and feeds. They fell in love with years ago, and while it's not exactly what they asked for, it's a step in the right direction. Now, this is certainly a prediction that would change the way that Instagram has been operating, as they tend to mimic the successful

106
00:22:02.390 --> 00:22:05.160
Rachael Cihlar: features and capabilities of other rising platforms.

107
00:22:05.420 --> 00:22:12.039
Rachael Cihlar: Curtis, I know that you have some thoughts on this topic. maybe a balance of how people can use both

108
00:22:12.070 --> 00:22:16.879
Rachael Cihlar: the feed as well as other features that Instagram offers while we hear from you.

109
00:22:17.010 --> 00:22:37.910
Kurtis Smeaton: Yeah, yeah, totally. I I think that it's interesting, because I think, as we see, we talked about Tiktok and Youtube or Google, and now they're competing with so many different channels on short from video that it's like, Wait this opportunity to reclaim photo is sitting there for you, and it's what people have been asking for constantly from Instagram.

110
00:22:37.920 --> 00:22:54.639
Kurtis Smeaton: and so I think we're already seeing like we've heard Adam Sarah talk about rebalancing the reach, we all know for a little while we're getting pushed out like crazy, and people that were photo focused who had built their careers or build a business on Instagram. We're like, Well, wait. I'm not getting any virality.

111
00:22:54.650 --> 00:22:58.590
Kurtis Smeaton: and I think we're seeing a shift back towards a little bit more even playing field with

112
00:22:58.610 --> 00:23:20.289
Kurtis Smeaton: regular photo, or of carousel cell photos. The other thing that I think like has been pushed by Gen. Z. And so we talk about like, I think old Instagram was so aesthetic, and everything was perfect and curated. I think there's a new aesthetic, and I think that like it doesn't mean that it's any less aesthetic focus, or a little bit contrived in a way. But like this whole idea of like.

113
00:23:20.300 --> 00:23:43.080
Kurtis Smeaton: I think, like people call it the photo dump, right? This whole idea of the photo dump isn't as authentic as it maybe comes across huge virality of those photodums. Maybe, like I don't know if it'll be as big. But we're seeing that already started to happen this year. People are wrapping up their months in a photo dumb. But it's like, do you have the like? Mere selfie? Do you have the screenshot of the song you're listening to?

114
00:23:43.090 --> 00:24:00.609
Kurtis Smeaton: Do you have like the weird close up. That's like for 2 time zoom of your food like I think that you're seeing like these formulaic approaches that are like i'm casual. I'm whatever one like. They probably took 20 photos of that dinner. I think that is showing up a little bit different, but I think

115
00:24:00.810 --> 00:24:02.190
Kurtis Smeaton: I I think that

116
00:24:02.300 --> 00:24:10.699
Kurtis Smeaton: we'll see Meta recognize that, like leaning into what others aren't doing actually as an opportunity to recapture that audience. And

117
00:24:10.760 --> 00:24:14.080
Kurtis Smeaton: I I do think that the future of

118
00:24:14.160 --> 00:24:28.420
Kurtis Smeaton: Instagram in particular will be more balanced towards rewarding photo content. Again. as we see these other platforms really take over in the video space. but I also think that I mean Instagram.

119
00:24:28.430 --> 00:24:47.820
Kurtis Smeaton: incorporating more like subscription based content. So even now it'll just change the way that things are done. and so we could see more like creative. Our artists face people that want to share more gated content doing that in different ways. so I think it'll be interesting to see where that goes. I just think that leading into next year

120
00:24:47.830 --> 00:24:49.380
Kurtis Smeaton: people have been asking

121
00:24:49.560 --> 00:24:57.109
Kurtis Smeaton: this shift back to photos from Instagram, and for years it seems like I feel like everyone is just like.

122
00:24:57.120 --> 00:25:17.810
Kurtis Smeaton: And so they gave us. They are giving us more options like you're seeing you can choose to do a chronological feed. You can hide certain types of ads or content, and it'll hide it for 30 days, so they're giving some power back to the user because they're realizing that by not giving any power to the user they were losing users to other platforms that were more rewarding.

123
00:25:17.820 --> 00:25:20.990
Kurtis Smeaton: And so I think we'll see that shift back. I think that

124
00:25:21.320 --> 00:25:23.580
Kurtis Smeaton: yeah, I think it's their only path forward.

125
00:25:23.610 --> 00:25:53.589
Rachael Cihlar: Yeah, one. I love your analysis of the photo jump. I think that it's meant to feel very effortless, but is not always the case. which is fine, you know it's all about the aesthetic either. Either way you're trying to appear, and to you know, I think the other piece about Instagram is recognizing who its users are, and it's users to span a lot of generations, not just for millennial, and Gen. Z like tik tok, which tiktok isn't just for those generations either. But it predominantly is used by those demographic.

126
00:25:53.600 --> 00:26:11.930
Rachael Cihlar: And so for Instagram. That's been that spans many different ages and and users, they need to have something that is maybe more approachable, like photos for someone who doesn't want to go and create a reels, but just wants to share their own photos and consume other photos the way that they did in years past. So love your analysis of it

127
00:26:13.080 --> 00:26:25.910
Rachael Cihlar: All right. Well, let's move on to the next category that is top of mind for brands and creators alike the Creator, economy and the payments and compensation that are all part of this. we, of course put out a report on

128
00:26:25.920 --> 00:26:41.989
Rachael Cihlar: Creator Compensation earlier this year. So check it out. if you want to find it on Maverick, go but we think that that's a good jumping off point for our next prediction, which is that Creators will aspire to become business owners and brand creators rather than monetizing their lives.

129
00:26:42.030 --> 00:27:00.750
Rachael Cihlar: So what does this mean to understand where this prediction is going. You need to understand where it's coming from some of the biggest lifestyle creators, and have made millions throughout their major life. Mo. like milestones, and including weddings, growing families, buying and renovating homes, things that all attract sponsorships from brands

130
00:27:00.760 --> 00:27:18.460
Rachael Cihlar: mit.

131
00:27:18.470 --> 00:27:24.160
Rachael Cihlar: So how do we think the rise of these Creator brands will shape our industry. Rebecca. Why, don't we start with you?

132
00:27:24.720 --> 00:27:54.380
Rebecca Schroth: Yeah, it's been really interesting over the last few years, especially to watch creators posting less in feed and just focus on establishing themselves as entrepreneurs, I think, especially, this pertains to millennial creators who were maybe at the forefront of the Instagram explosion, who are now kind of taking a step back. and as these creators have become more established, I think they have truly understood how valuable their skill set really is.

133
00:27:54.850 --> 00:28:03.920
Rebecca Schroth: And so, as a result, they realize that they can make more money running their own businesses than solely, maybe relying previously on just brand

134
00:28:03.930 --> 00:28:33.909
Rebecca Schroth: and partnerships as their only stream of income. So really taking their skill, sets, and responsibility into their home hands and and crafting their own businesses, whether it's through co- collaborated partnerships or product lines or they're entirely new brands. that, said I, do think that this could be unique to more millennial creators versus the new Creator Class, I don't think, will necessarily follow suit here in my eyes they'll continue to double down on building their brand equity through content creation

135
00:28:33.920 --> 00:28:36.830
and establishing themselves in the space.

136
00:28:37.940 --> 00:28:40.919
Rachael Cihlar: Yeah, those are some great points. And

137
00:28:41.170 --> 00:28:59.580
Rachael Cihlar: it truly has been fascinating to see the rise of these Creator brands, and the ability that it gives creators which is control. You know, when you partner with a brand, you don't always have that creative freedom that of course, we want to happen, and we preach as as being on the side of the the end of the bargain. But we do want

138
00:28:59.590 --> 00:29:10.490
Rachael Cihlar: creators to take back some of that control and have that over their creativity over the direction that they might take a product over who they're marketing to any other thoughts from Curtis or Lindsay on this topic?

139
00:29:10.840 --> 00:29:29.060
Kurtis Smeaton: Yeah, I mean, I have some definitely some definite thoughts. I think that Rebecca is so right about a lot of this. I think that also. What's interesting is we look at Creator led brands. I think it's people get worried or aging out of like their audiences. Their audience has families and their audiences and online as much.

140
00:29:29.070 --> 00:29:58.590
Kurtis Smeaton: So being an influencer who's a walking billboard doesn't really work anymore. I need to have some of the ages with me, right like. I think a lot of people need to start or are starting to think about like what is my long term plan? I can't just be constantly promoting products right? And I think you're seeing some of those people we're seeing dips in their engagement because their audiences just weren't online as much because life changes. but I think that we're also seeing a new frontier of creators who are building their brands purely on social from 0,

141
00:29:58.600 --> 00:30:02.309
Kurtis Smeaton: and their story is not about actually

142
00:30:02.320 --> 00:30:20.599
Kurtis Smeaton: showcasing anyone Else's brand. But they're showing their journey on a platform like tik tok from. I have an idea to now. I'm in the factory. Now i'm meeting with some of my suppliers, and it's behind the scenes that I think people are really interested in that storytelling aspect of what does it take to actually build a business? There's one in particular.

143
00:30:20.730 --> 00:30:50.480
Kurtis Smeaton: Marcus Milion is a guy based in New York who launched a brand called minted. It was like necklace's and bracelets to start, but now he's doing tailored men's wear sports where at leisure, and he's taken that from 0 up to like quite a large brand in a matter of a year and a half, just telling that story on tik tok. And then there's people like I know we know, like Emma Chamberlain, the Mega brands. But then there's another girl named Vivian. Her Tag is Coffee Bay, and she's launched a coffee business because she was doing these beautiful coffee

144
00:30:50.490 --> 00:31:05.659
Kurtis Smeaton: that we're getting crazy engagement. She's like, Wait, I have a niche audience here who loves coffee. So let me build a business around that or similar. There's other inclusive body inclusive creators. I think it. Her name was

145
00:31:05.870 --> 00:31:19.790
Kurtis Smeaton: nebula, and she lost a launch, a brand called Zeba. I think it's called and it's like a size inclusive, ethically made woman's fashion, brand, and I think it's really cool to see

146
00:31:20.340 --> 00:31:35.769
Kurtis Smeaton: kind of twofold. There's people who have influence that are like i'm going to launch a brand now, and I think, for a while a lot of those brands are white listed. So it's like, okay, i'm going to slap a label on a pre made product. But now the expectation is actually no. I need to be part of that whole process from like

147
00:31:36.220 --> 00:31:56.550
Kurtis Smeaton: in this, like the initial. What in what are we going to make, and the why behind it? Because I think consumers and people want that radical transparency and insight into what is that story? What are you telling. What are you telling me? What your brand beyond? Just like that's a nice shirt, and I think we're seeing with that transparency, that expectation. And so the way that people are presenting their brands

148
00:31:56.630 --> 00:32:00.410
Kurtis Smeaton: is a little bit more raw and authentic than maybe we've seen in the past.

149
00:32:00.800 --> 00:32:23.370
Rachael Cihlar: Yeah, I also love that. It's giving rise to maybe underrepresented creators who don't see themselves in advertising or in brands it have been. They've been sponsored by and so they want to create their own brand, something that represents their communities, their stories, their bodies, whatever it might be. And I love that that's paving the way for them and allowing them this chance.

150
00:32:23.380 --> 00:32:39.380
Kurtis Smeaton: Yeah, I think that it's also really cool, that it doesn't need to be like industry-specific, either. I think for a lot like skin care fragrance. But now we're seeing. But now I think, like Tessa, the photo at an app from Tessa, but

151
00:32:39.390 --> 00:32:58.610
Kurtis Smeaton: out of la is massive like it was top 5 as a phot of top, 5 or 10 as a photo editing tool in the app store, which is crazy for a creator like Brand, right? You think like the amount of like she's monetizing that at a high level, and it's a technology product which is for a while you might not think that, like a fashion editorial style, Creator.

152
00:32:58.620 --> 00:33:07.039
Kurtis Smeaton: what actually launched into the into kind of like the tech space which is really cool to see, but she knows her audience and her audience wants products for that.

153
00:33:07.060 --> 00:33:22.740
Kurtis Smeaton: and they wanted to know how she was editing her photos, because that's a lot of questions. People that is like how to edit like that, and it's like, Well, here's the solution. I have it for you. I think it's really cool. Yeah, they get. They have like a direct touch point to what their consumers want.

154
00:33:23.710 --> 00:33:34.280
Rachael Cihlar: awesome. Well, let's move on to prediction. 6. Another route for creators could be. This next production influencers will become salaried employees for brands.

155
00:33:35.210 --> 00:33:50.320
Rachael Cihlar: Now we know creators always prefer long term relationships and partnerships, and, in fact, a maverick, as the Creator's report shows that 84% of influencers prefer long term collaborations to one off campaigns not shocking. So what does this mean for brands

156
00:33:50.950 --> 00:34:02.840
Rachael Cihlar: it means we're gonna see more of this trend of bringing creators in house to become that social face, the check, the trend curators, the people who are in touch with the audience. Curtis, I'd love to hear from you on this one first.

157
00:34:02.870 --> 00:34:19.070
Kurtis Smeaton: Yeah, i'll. I'll try and keep it a little shorter this time, but this is a really interesting space, because I think I think Tik Tok has pushed this right like you can't just post random photos of people. There needs to be personality behind your brand. And so if you don't have a brand rep

158
00:34:19.139 --> 00:34:33.579
Kurtis Smeaton: that speaking all the time on your platform, it's not going to get any views. And so here we see Molly may like she came in as a pretty little things creative director, I think. but even platforms or or brands like

159
00:34:33.590 --> 00:34:40.209
Kurtis Smeaton: the skin care brand they put an add out, or they put a video out on tik to to be like.

160
00:34:40.219 --> 00:34:54.459
Kurtis Smeaton: we're looking for someone to be the face of our brand. Submit your application as a tik Tok: video. And the video. I think there was like 6 million views on those videos of those people submitting those applications with massive influencers putting themselves forward. And I think that

161
00:34:54.469 --> 00:35:07.399
Kurtis Smeaton: we look at brands like, I think that Chris Olson, who's a huge tik Tok Creator, is actually on on staff with Megan Trainer right now. It seems like they're friends. He's definitely on her payroll. There's also rumors that he is

162
00:35:07.410 --> 00:35:24.409
Kurtis Smeaton: behind all of Harry Sales nail Polish line, pleasing content. But it's like he is obviously a massive creator, but he knows how to get eyeballs. And so I think we're seeing like they try to be subtle and how they incorporate it. But

163
00:35:24.420 --> 00:35:34.000
Kurtis Smeaton: those people are being paid to represent and set strategy in a way that maybe a full team would have in the past. and then on the flip side, I think we talked about this a little bit, but

164
00:35:34.010 --> 00:35:52.390
Kurtis Smeaton: I think there's an expectation that some of the larger brands founders are now having to be creators on the flip side, like Jack News, or or Simon Jack News out of Paris with his brand, Jack Muse or Martine Rose of her namesake brand like these people, are having to be faces and outward facing and creators in their own right.

165
00:35:52.530 --> 00:35:53.189
Rachael Cihlar: Yeah.

166
00:35:53.680 --> 00:35:55.869
Rachael Cihlar: Lindsay, Any additional thoughts on this one?

167
00:35:56.080 --> 00:36:13.649
Lindsey Gamble: Yeah, I mean, this is probably the one of the things i'm most excited about the New Year is. there's so much value in creators. I think about creative as being like part small business Media company, and then everything else in between. And so, even looking at some of the folks here on today's call where you know most of us are creators.

168
00:36:13.660 --> 00:36:33.230
Lindsey Gamble: and I would say a lot of our skill set was developed, being creators of some sort. And so creators have, you know. Obviously the concentration skills. but they know about content distribution. They know what trends are coming up next. They know how to engage the community they have. They have so many skills that can be valuable to a brand. And so,

169
00:36:33.430 --> 00:36:49.360
Lindsey Gamble: you know, by bringing a Creator into your company, they can really provide a lot more value by really being on the front lines of everything, and and no real cultures, having known what features and tools are are coming out. and so like we talked about a little earlier to the Curtis, is that

170
00:36:49.370 --> 00:37:12.549
Lindsey Gamble: you know, some creators are being hired for these more traditional roles that are, you know, social media manager, you know, created a director or direct to partnerships, but we're also seeing, you know, brands like Jack in a box, and I chur or cell build role specifically for creators Where it's. It might be a little social media manager, but it's really built on, you know, built on the creators skill set.

171
00:37:12.580 --> 00:37:25.990
Lindsey Gamble: Also, you know, resumes are being flipped on its head. you know, having a certain amount of years of experience or college degree is kinda you know, not disappearing. But you know, creators don't always have

172
00:37:26.000 --> 00:37:45.839
Lindsey Gamble: those things that you want to check the box off, and so I think that's impacting the the hiring space as well. but also me, I think, about creators becoming full time employees or salary employees as a win-win scenario for brands. They get someone that's really you know. They get best in class talent and the marketing front and creative front.

173
00:37:45.850 --> 00:38:03.590
Lindsey Gamble: Someone that probably has a lot of different ideas of typical being a regular employee someone that also might have a presence of, you know. They might be able to bring visibility to that company through the work that they're doing. from a social media standpoint, and then on a creative standpoint. you know, Korea is kind of get it more

174
00:38:03.600 --> 00:38:08.710
Lindsey Gamble: steady. Revenue stream, especially Korea, is dealing with burnout and everything else.

175
00:38:08.720 --> 00:38:23.820
Lindsey Gamble: but maybe, more importantly, is the opportunity to learn from companies how a big, bigger industry operates, and be able to take those learnings to apply to their own companies, whether it's currently, or in the future, when they are kind of building out their create a led brands.

176
00:38:24.350 --> 00:38:30.190
Rachael Cihlar: Yeah, I love that, Lindsey and I love how you talk about the changing of resumes, and how this will impact.

177
00:38:30.270 --> 00:38:50.989
Rachael Cihlar: Probably most often this rising Gen. Z. And the generation behind them, about the way that they think about their career path. It's not going to be. Linear They might start out as creators and move to the brands and then move back to creating their own brands. And it's really going to pave a new education type in the way that you gain real life experience, whether it's

178
00:38:51.000 --> 00:39:03.390
Rachael Cihlar: as a small business owner, you know, as a Creator, or starting your own brand, or when you're working for big brands. So I think it's a really neat way to look at the evolution of career paths, and how Creator has become such a viable one these days.

179
00:39:03.610 --> 00:39:18.719
Lindsey Gamble: Yeah. And then kind of just, I guess one more thing to note is just like where we are, you know. Recession, not recession. It's that. you know, hiring budgets are a lot tighter, so it's really forcing companies to be really strategic and selected with who they bring in.

180
00:39:18.730 --> 00:39:38.010
Lindsey Gamble: And so I think creators provide all the value they are creators typically have to deal with diversity. They typically have to adapt to new things. They they know how to kind of be scrappy. And so you know, that gives them, you know, a. An added value, or maybe a a skill set that might be a little different than you know a typical person that maybe isn't a content Creator.

181
00:39:38.020 --> 00:39:43.589
Lindsey Gamble: yeah, it's really interesting. I'm: I'm. Excited to see how it unfolds this year and beyond

182
00:39:43.900 --> 00:39:51.580
Rachael Cihlar: definitely, Well, we're moving on to our last category creators, and how they use social media. So 3 more predictions left.

183
00:39:51.880 --> 00:39:59.790
Rachael Cihlar: Our seventh prediction is that creators will favor closed-loop relationships or pay to play channels over traditional social media for the masses

184
00:39:59.850 --> 00:40:14.640
Rachael Cihlar: mit ctl. And now some of the reasons we think this will happen is because pay to play channels really allow creators to limit their dependence on social media and brand partnerships, so they can use things like Patreon or sub-stack newsletters to share content, without relying on sponsors 150.

185
00:40:14.650 --> 00:40:35.279
Rachael Cihlar: They also might use social media to still serve as those feeders into that long form, content that can more easily be monetized. we've seen this a lot, you know. We mentioned even Instagram subscriptions earlier from Curtis Lindsay. I'd love to hear your thoughts first on this prediction, and and Why, you think creators are really flocking to more of these pay to play channels.

186
00:40:36.430 --> 00:40:47.550
Lindsey Gamble: Yeah, we all love social media platforms. They have great reaching discovery and scale. But there's a lot of you know, downfalls of them, and I think we've seen this, you know, in this past year with.

187
00:40:47.590 --> 00:41:04.079
Lindsey Gamble: you know, policies across different social media platforms, changing algorithms, changing and making it really difficult to know what to actually reach people. And then, you know, outages. And then also, you know what's going on with Twitter. You never know, who takes over company and how that impacts you as a

188
00:41:04.090 --> 00:41:22.060
Lindsey Gamble: creator. And so I think those kinda, you know, essentially as a creative. When you're on a social media platform it's just rented real estate. You don't own it. It can change. it's, but it's great, for you know, reaching people. And so more creators are leaning into newsletters and going back to blogs and

189
00:41:22.070 --> 00:41:39.419
Lindsey Gamble: even text messaging channels be in, and other aspects that are similar basic communities, because it allows them to really own that audience and have direct access to that audience where they not only have more control of distribution. And you know, Don't necessarily have to think about all the different factors

190
00:41:39.430 --> 00:41:50.919
Lindsey Gamble: algorithms and and policies, and can really focus on creating content and and and getting in front of the people they want to, but also can layer in those monetization opportunities and channels.

191
00:41:50.930 --> 00:42:06.139
Lindsey Gamble: whether it's subscriptions, tipping sell their own products, and so on. The combination of having more control of your content and an audience, but also being able to build upon those to increase revenue streams is really appealing to creators. long for contact.

192
00:42:06.150 --> 00:42:16.349
Lindsey Gamble: It takes a lot more effort. but it's a great way to build up that real community, because it it takes a lot of effort, especially when, like a thing like a newsletter where you're putting out

193
00:42:16.410 --> 00:42:31.490
Lindsey Gamble: a newsletter Weekly people start to kind of know that cadence of it as opposed to social media where it's real, it's really passive scrolling. It's really content that you're coming across as opposed to a content that your your audience is subscribed to or paid or opted in.

194
00:42:32.200 --> 00:42:52.150
Rachael Cihlar: Yeah, it's a great point, and as you were speaking, I was thinking, too, about the reason why so many creators might want these more tight knit communities that they can really cultivate through these pay to play channels is because they're also subject to a lot of bullying discrimination, Just general commenting on their lives on social media. And so you can kind of

195
00:42:52.410 --> 00:43:07.700
Rachael Cihlar: put some more barriers up and protect yourself and your conversation and community through these channels, so that it is a more intimate relationship, and it does feel much more community like versus when it's open to the masses on social media. And you do open yourself up to a lot of haters.

196
00:43:08.100 --> 00:43:12.939
Rachael Cihlar: would love any additional thoughts from Rebecca or Curtis before we move on to prediction 8.

197
00:43:16.430 --> 00:43:18.469
Rachael Cihlar: All right, let's move on.

198
00:43:18.660 --> 00:43:26.110
Rachael Cihlar: So prediction 8 creators will move to quality over quantity and take a series or seasonal approach to their content.

199
00:43:26.720 --> 00:43:39.970
Rachael Cihlar: One of the reasons could be due to this stat that 61% of creators are facing Burnout Curtis. I know you have some thoughts on this idea of create or burn out, and the result of what it could mean for Creator content. Once you talk through your thoughts.

200
00:43:40.400 --> 00:43:55.480
Kurtis Smeaton: Yeah, I think I think tik tok while it's awesome and has been amazing for so many creators, has also changed the way that content creation happens. And I think Instagram always have this like kind of like taboo to like overposting, whereas

201
00:43:55.600 --> 00:44:24.010
Kurtis Smeaton: to grow on tik tok for a lot of people was to post as much as possible all the time, and to be even more and raw, open and raw and vulnerable with what you're talking about, and a lot more front-facing than say, like a posed photo and so I think this has open people up to be like they're always on. They're always switched on. And so every moment of their day has to be documented, and I think that like that also connects to like. I'm sure all of us in marketing. There's creative burnout. You run out of ideas.

202
00:44:24.020 --> 00:44:41.459
Kurtis Smeaton: and if you don't take that time back and we we energize kind of think about, and we're more thinking on like a a yearly or quarterly or monthly basis on how things look. I think we'll see that trend with people being a little bit more strategic to step back and look like, okay, what do I want to speak about in the next quarter or the next month.

203
00:44:41.490 --> 00:44:46.560
Kurtis Smeaton: and plan and maybe batch their content when they're making it. And so

204
00:44:46.590 --> 00:44:52.849
Kurtis Smeaton: it's not every day, and so maybe they'll, I think, similar to what you were just talking about with this kind of

205
00:44:52.910 --> 00:44:55.979
Kurtis Smeaton: opening themselves to constant scrutiny.

206
00:44:55.990 --> 00:45:16.239
Kurtis Smeaton: I think that that taxes on these people, and so I think a lot of people always want to say like, oh, cool creators, how hard is it like You're literally just making videos and having fun in your apartment, or whatever. but it's not that. And it's also like a lot of them are going to events. A lot of them have to be switched on. It's like you're working all the time. You're networking. You're building those relationships. And so

207
00:45:16.420 --> 00:45:17.319
Kurtis Smeaton: I think

208
00:45:17.380 --> 00:45:33.799
Kurtis Smeaton: well vulnerability has been a huge trend, and I think that that's helped people grow a lot. I think we actually might see a bit of like a step back with a bit of a boundary that will start to be built in with these creators as they start to burn out as anyone who's having to expose their whole life at all times.

209
00:45:33.960 --> 00:45:56.219
Kurtis Smeaton: and I think that we'll just see, like more seasonal style content. Maybe they'll put it out like you were saying more like a calendar basis, so that there's an expectation to when their content is going to come out, and I think that also ties similar to what we were talking about earlier, like maybe a trend towards a little bit more long form content similar to more. What Youtube is always done, I think, on the user side.

210
00:45:56.300 --> 00:46:13.689
Kurtis Smeaton: I've heard people, and I've seen trends around like I think it's like scroll fatigue. But like the constant, this does get tiring at a certain point, and so do people want something that they can just put on in the background and watch similar to how you'd watch a TV show or a slightly longer form piece of content.

211
00:46:13.700 --> 00:46:18.689
Kurtis Smeaton: I think it's actually going to come from both sides like what the what the consumer wants and what

212
00:46:18.900 --> 00:46:22.180
Kurtis Smeaton: the creators are comfortable with. With this feeling of burnout.

213
00:46:22.470 --> 00:46:26.849
Rachael Cihlar: Yeah. Great points, any any additional thoughts from Rebecca or Lindsay.

214
00:46:27.330 --> 00:46:55.120
Rebecca Schroth: Yeah, I mean, I think Curtis brought up a really good point. we did talk about how creators at least the the first class of creators on Instagram are starting to slow down posting and tik tok now. I think, with the emergence of any new channel. We see people posting for their lives, posting multiple times a day, just trying to figure out the algorithm but yeah, I I definitely agree. I look forward to seeing people kind of slow down and be more intentional with their content.

215
00:46:55.130 --> 00:47:12.260
Rebecca Schroth: I think overall, especially on the Instagram side. We are seeing people start to treat creating content like more like a 9 to 5. So normalizing, taking weekends off, and just to keep their creative juices flowing. I also think it's very interesting. Tik tok at the niche

216
00:47:12.270 --> 00:47:29.469
Rebecca Schroth: kind of sub communities. almost like reddit that ever merged. And I think that will be really interesting to see if creators start to focus less on being something to everyone and and focus more so on niching down and really finding their community on on tik Tok.

217
00:47:29.980 --> 00:47:49.149
Rachael Cihlar: Yeah, I've really landed on Corporate Tiktok at the moment, and about like your career, and you know what not to do and what to do with the manager. It's really interesting and and great to hear from people who were in a similar situation that I am, and I look at them, and I think, oh, yeah, this is my, these are my people, and this is my content.

218
00:47:51.120 --> 00:48:08.269
Rachael Cihlar: awesome. Well, we have 2 more predictions, less power through. let's talk about a social network that doesn't get as much attention as the big names linkedin. We predict that Linkedin will grow as more people leave the text based social media. App Twitter so talked about this earlier. Obviously been a lot of changes on that front

219
00:48:08.280 --> 00:48:22.069
Rachael Cihlar: mit ctl, and and we're already seeing Linkedin make a comeback, as they've reported, 28% year over year increase in posts and comments, and the company has also launched creator accelerated programs to attract more influencers and those who want to leverage the platform as such. One.

220
00:48:22.080 --> 00:48:28.869
Rachael Cihlar: Lindsay, you are an avid linkedin. User I love seeing your post, and you're very well versed on this topic. What are your thoughts here?

221
00:48:29.130 --> 00:48:35.630
Lindsey Gamble: Thank you. Thank you. yeah. This this I mean 22 has been a huge year for linkedin

222
00:48:35.750 --> 00:48:42.109
Lindsey Gamble: If you think about the type of content you would see in Linkedin, you know, a year, or maybe a little longer, that it's so different than what it is today.

223
00:48:42.120 --> 00:49:00.519
Lindsey Gamble: and what I love about what Linkedin has been doing is really I think you could argue it's one of the most friendly creative platforms for creators, because it's really been building with creators since it's been behind, you know Instagram and Tik, tok and snapchat and pinterest and all the and Youtube in terms of you know, being a place for creators.

224
00:49:00.530 --> 00:49:20.130
Lindsey Gamble: it's really been able to see what other platforms have done right? What other platforms have done wrong and areas of opportunity. And so, they've really focused on. You know, these creative manager teams where you know creators across the platform regards Of what size have access to these dedicated managers to get, you know, updates on new features and tools.

225
00:49:20.140 --> 00:49:29.580
Lindsey Gamble: and then also strategy about how they can kind of build their presence on on linkedin the the features and tools are great to their their increasing discovery.

226
00:49:29.640 --> 00:49:47.889
Lindsey Gamble: for creators, so regardless of how many follows you have today. If you kind of lean into those and put out content, you can, you know, build your following based off of creative mode and all those different things. Also, it's editorial and kinda the content's putting out is really focused on creators. So highlighting creators on the platform

227
00:49:47.900 --> 00:50:06.250
Lindsey Gamble: through its top voices list, through editorials. And so everything on the platform has really been geared around creators, which is so different than what it was before. what what I think is really great, or what outside of that is just Linkedin is taking a different approach. Instead of using Creator funds to kind of bring people in.

228
00:50:06.260 --> 00:50:24.469
Lindsey Gamble: it's really kind of be a place where people can build their voice and use that voice to unlock. you know monetary opportunities, whether it's, you know, getting a new job or a speaking gig or engagement, or you know, even selling your your own products. And so by taking that long term approach it's not

229
00:50:24.480 --> 00:50:38.280
Lindsey Gamble: it. It won't. Have the it won't kind of face, the backlash that a lot of the platforms are getting when they launch a you know, 100 million or 200 million created a fund, and then they, you know. Stop that, or they decrease the you know the amount.

230
00:50:38.290 --> 00:50:44.629
Lindsey Gamble: and so this year I think more creators, you know B 2 B Creators and traditional, you know. you know.

231
00:50:44.940 --> 00:50:54.429
Lindsey Gamble: thought leaders will lean into Linkedin, but also we'll see created some traditional platforms or social media platforms like Instagram and T. To see Linkedin as a way to

232
00:50:54.440 --> 00:51:12.390
Lindsey Gamble: share the life of the creative behind the scenes connect with other, you know, to connect with marketers no reason why, if you partner with a brand, why not get a recommendation from them on Linkedin, so that when you reach out to another one they can see, hey? This created. It was great to partner with the you know, drill these results and everything else along that.

233
00:51:12.400 --> 00:51:26.859
Lindsey Gamble: and then, you know, employees as influences. More employees are coming up winters for for their respective companies. and so Linkedin is a perfect channel for that where most of the audiences, especially to be the B space exist in some form.

234
00:51:27.360 --> 00:51:29.999
Rachael Cihlar: Yeah, I love that point about

235
00:51:30.010 --> 00:51:49.610
Rachael Cihlar: leveraging Linkedin as a creator to show how great you are to work with how professional you are, and and that's what brands and creators want to know, too. They want to know what that transaction gonna look like when we partner together? And is it going to be successful on both sides of it? Not just in the results of the content performance? Any other thoughts before we move to our last prediction.

236
00:51:50.680 --> 00:51:58.350
Kurtis Smeaton: I thought, I thought Lindsey's point around like yeah brands. I saw a video on Tiktok the other day. Speaking about.

237
00:51:58.450 --> 00:52:08.690
Kurtis Smeaton: Here's a really great opportunity as a creator to actually get in touch with the people you want to work with at the brands you want to work at, and I think a lot of creators. Only think like I'm on Instagram. I want tik tok, so i'll stay on here.

238
00:52:08.900 --> 00:52:09.870
Kurtis Smeaton: But

239
00:52:10.170 --> 00:52:13.269
Kurtis Smeaton: as someone who's worked in business and on the Creator side.

240
00:52:13.280 --> 00:52:33.059
Kurtis Smeaton: That would be my first move. Who's the marketing or influencer director like? I I think that hopefully creators will get wise to that's how you reach out to people that. So you find who you need to speak to it the brand, and I think that that's a really cool opportunity, for beyond the creators on influencer for it to just be more of like the conversational place

241
00:52:33.070 --> 00:52:35.709
Kurtis Smeaton: for brands connect with these influencers.

242
00:52:37.410 --> 00:52:43.919
Lindsey Gamble: Yeah. And and one more thing I' from my side is that the analytics that you get as a linkedin Creator phenomena? They

243
00:52:44.020 --> 00:53:03.349
Lindsey Gamble: this demographics. So you can see, you know who's viewing your content from what you know company, what their title is location. You know the level of position, and so you know I don't think there's any other social media platforms that provide that much granular data. And so especially if you're looking to target a certain audience, you can see

244
00:53:03.360 --> 00:53:18.169
Lindsey Gamble: who's what's, what is, what are things to resonating with your content and kind of lean into that more? And so, yeah, especially for creators, you put now content. You can see, hey? I'm seeing a lot of you know marketers at these companies that I know are running influential campaigns

245
00:53:18.180 --> 00:53:28.010
Lindsey Gamble: and and work with creators. Let me reach out to them and kind of double down on my content to get in front of the people that are have the budgets for creative marketing and and bring the content.

246
00:53:28.820 --> 00:53:32.929
Rachael Cihlar: Yeah. Great point. Well, we have one more prediction. Let's

247
00:53:33.050 --> 00:53:42.799
Rachael Cihlar: dive right in. Lastly, the metaverse will become the next piece of the Creator and brain experience. But only once the technology improves and lowers the barrier to entry.

248
00:53:43.740 --> 00:54:03.809
Rachael Cihlar: The metaverse was in the news a lot in 2,022. I think we can all remember that but is lost in in the second half of the year. Now Mark Zuckerberg has warned investors that the transition to the virtual world could take years, or even generations. So what do we think might happen in the coming year to make it easier for creators to leverage or to create content in the metaphor.

249
00:54:03.820 --> 00:54:12.539
Rachael Cihlar: Lindsay. We we talked about the verse earlier this year and some webinars we've been talking about it a lot in your newsletters. What do you think about this prediction?

250
00:54:13.060 --> 00:54:32.340
Lindsey Gamble: I I think education is really the the big thing there. you know, we all as marketers created as we're talking about the metaverse. But there's a lot of great areas from like. How do you actually what does it actually mean? You know what's the tech? How do you build for it? And so, Of course, Meta is really kind of leading a charge in terms of owning the metaverse.

251
00:54:32.350 --> 00:54:45.309
Lindsey Gamble: and you know, some may say it's doing a successful job based on what it is today. Some say that maybe they should invest in somewhere else. but what I've started to see from them is really doubled down on education. So from thought, leadership from blog posts from.

252
00:54:45.320 --> 00:55:04.840
Lindsey Gamble: you know what Zuck is doing in his own post he's really focused on. you know, kind of uncovering the opportunities in the metaverse and trying to, make it really clear why it's beneficial to brands and creators on board to kind of share their You know how they're building for the metaverse.

253
00:55:04.850 --> 00:55:23.840
Lindsey Gamble: so I think education is really important. I think the technology, too, I think, with the oculus and future versions that are gonna be cheaper, and a little little, I guess more accessible will make it easier to understand and so it's just kind of like experimenting with the meta verse from Brand and the creative standpoint, and

254
00:55:23.850 --> 00:55:43.300
Lindsey Gamble: to prepare for the future, I think, in like you said, probably won't be this year probably won't be next year in terms of you know, when the Meta versus a full part of influenza marketing strategy but there'll be a lot of brands experimenting a lot of careers getting involved in it, and it's just something that is, you know, going to happen at some point. And

255
00:55:43.340 --> 00:55:50.719
Lindsey Gamble: when it does happen it can open up a lot of opportunities for both sides to reach new audiences, and i'll unlock that that new revenue stream.

256
00:55:51.300 --> 00:55:58.139
Rachael Cihlar: Yeah, there's something you said, for first adopters, You know, there's still a lot of space for brands and creators to play and

257
00:55:58.150 --> 00:56:11.430
Rachael Cihlar: to establish their credibility in the metiverse and do something really different from what's happening on other social media. And so maybe we'll just see a little bit more experimentation next year, which is always exciting, and things that we can learn from

258
00:56:11.450 --> 00:56:15.709
Rachael Cihlar: any other thoughts. Rebecca Curtis or Lindsay on on the Metaverse.

259
00:56:17.580 --> 00:56:33.089
Lindsey Gamble: I I would say it's a good example of, you know. We talked a lot about predictions that happen in next year. But there's a lot of things that you know. It might take years to happen, and so as much as the create economy is evolving and changing, and so much is happening. There's still a lot of things that you know

260
00:56:33.400 --> 00:56:40.390
Lindsey Gamble: all parties are trying to understand and understand. so patience is needed. for some of those things like the metaverse.

261
00:56:40.940 --> 00:56:42.000
Rachael Cihlar: definitely

262
00:56:42.950 --> 00:57:02.450
Rachael Cihlar: all right. Well, we went through a lot of content today some awesome predictions. Here's a quick recap of our 10 predictions for 2,023 They spanned tik to Meta to create or pay and compensation, and to the channels that we all use and love. And it's been really fun talking about each of these

263
00:57:02.460 --> 00:57:15.230
Rachael Cihlar: we also have a full guide to our 2023 predictions, which you'll receive as a follow Up to this webinar or you can find on Maverick Co. So check that out with a little bit more of our research, as well as some thoughts from Creators.

264
00:57:15.240 --> 00:57:27.409
Rachael Cihlar: and I just want to say thank you to you for taking the time to listen to these 10 predictions, and also to our amazing panelists, Curtis, Lindsey and Rebecca. Any last thoughts from you before we sign off.

265
00:57:30.450 --> 00:57:39.429
Kurtis Smeaton: Yeah, thank you, Rachel. That was really great. It was a it was a pleasure to talk with you all about this. It was yeah, some really interesting predictions there.

266
00:57:39.640 --> 00:57:45.210
Rachael Cihlar: Awesome. Well everyone have a wonderful day, and we'll see you in 23.

267
00:57:45.320 --> 00:57:46.109
Rachael Cihlar: Okay.