The Creator Economy in 2024

House of Content

What will happen in the realm of social media and creators in 2024?

We might not be able to see into the future but we do have strong opinions on the matter.

In the last episode of Season 2, we’ll bring you predictions on creator content, creators in advertising, brand partnerships, and how mega tech will evolve to better serve the creator economy.

Our predictions:

• Regular people with regular jobs become influencers: cue dermatologist creators or the minions of corporate America.
• Podcasts will become even bigger and TikTok will integrate audio into the platform.
• Hidden sponsored influencers: while FTC may try to crack down on influencers not disclosing #SponCon, we’ll still be seeing an influx of “organic” product placements.
• Creators in stealth mode: Think Olsen the twins or only showing up via other peoples socials.
• Niche communities will thrive even more than before.
• Broadcast channels will explode, deepening parasocial relationships.
• Gen AI will be used as a production or workflow tool, not to replace creators.
• Snap will have a comeback thanks to all the investment into brand tools for creator marketing.
• Threads will keep growing steadily and Meta will put its ad muscle behind it.
• LinkedIn influencers go mainstream and even B2C brands will trial sponsored content with them.
• Spotify and TikTok will enter podcast streaming wars.
• Niche platforms emerge as brand opportunities; e.g. beauty brands sponsoring a Reddit AMA on skincare.

Thank you for listening to Season 2 and we’ll see you in the new year!

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