(Expansión) – When we talk about the digital world, we always dream of the stories of Charlie D’Amelio, Mr Beast, Logan Paul or Chiara Ferragni, that is, all the stories of creators who are millionaire entrepreneurs today, and if we talk about Latin America we think of Calle y Poche, Luisito Comunica, Juanpa Zurita, among others, but what has led these creators to be able to develop their empires?
The answer is a long-term vision and not being overwhelmed by the influencer marketing industry, which is very striking, as this year it reaches 17 billion dollars, but if we compare it with the economy of the creator that reaches 104.2 billion dollars , we see that there is a world with greater projection than the sale of posts on social networks.
The Creator Economy is the way in which a creator can generate more forms of income and not focus only on the sale of posts, despite the fact that, in Latin America, we are the region that consumes the most content, doubling the global average of 7 hours to more than 14 hours a day. Unfortunately, the investment is the lowest and this has caused that the Creator’s Economy has not had such a great development; however, we are already beginning to see its growth in the coming years.
The most important thing a creator must have in order to increase their growth is to have built a personal brand with innovative content, with a business vision and with this develop the 6 C’s of the Creator Economy :
1. Content creator
We are all content creators when opening a social network, the best thing is to create long-term content in the different social networks that allows us to consolidate a solid personal brand. It is very important that the content you create is aligned with your business plan, so that you can diversify with a business vision.
2. Channels
Currently we have online, offline and metaverse channels. They are all important, therefore it is necessary to create an omnichannel content strategy to build credibility and positioning.
3. Community
The challenge is to work much more in the community because we are moving from the era of engagement to loyalty, so we have to make our social networks more participatory and make them part of our process. It is key to deeply study your community, understand the subcommunities you have in order to start creating clubs and gamifying the community itself.
4. Collaboration
It is necessary to grow and expand your community by conquering new communities or markets and for this collaboration has been the most effective tool. The important thing is to make it based on the alignment of values and purposes, not on numbers, as the most important content creators have done, such as Lele and his team from Shots Studios , Los Caballeros, Werever Crew, among many; everything is proven that collaborating correctly leads you to succeed in the digital world.
5. Constancy
Consistency is the key to success, the only way to take your content to another level is to make a long-term content strategy.
6. Conversion
Conversion is gold in the digital world! If you manage to convert it is because you have the super power of having a solid community and you will be able to start creating products and services to diversify your income, you will be able to create your own “Disney” universe to monetize it and become a great entrepreneur.
In conclusion, the creator economy is established as a result of creating good content with a purpose to consolidate a personal brand through transmitting it through the correct channels to achieve community building.
You must be clear that you can grow thanks to collaborations and if you work on all this constantly you will be able to turn your projects into successful businesses, both personally and for third parties. The only thing that should be done is that when you decide to make your network strategy, you work it under this methodology of the 6C’s and thus achieve the 360 of development and monetization of a brand, entrepreneurship or personal brand.
Editor’s note: Lina Cáceres is CEO of Latin World Digital and Vice President of Latin World Entertainment’s Digital Department of Artist Development, Commercial and New Business. Follow her on , , and/or write to her at [email protected] The opinions published in this column belong exclusively to the author.
