Why You Need To Invest In Content Creators In 2024
In 2024, the importance of content creators in the digital space is undeniable for businesses. These creative professionals are crucial in shaping brand narratives and engaging with audiences. With over 8 million new creators in the UK alone since 2020, the impact on brand engagement and consumer behaviour is significant and is only going to grow.
Table of Contents
As the digital space continues to evolve, the role of content creators has become increasingly vital for businesses, particularly for those leveraging user-generated content (UGC)
In a world where digital presence is key, content creators are vital for shaping brand stories and engaging audiences. They can turn ideas into relatable content, making them crucial for businesses looking to connect with their customers online. Stay tuned while we discuss why content creators are essential for modern marketing strategies and how they can drive growth and influence consumer behaviour for your business.
What Is A Content Creator?
A content creator is an individual or team who develops and shares engaging material, such as videos, blogs, graphics, or podcasts, primarily for social media platforms.
Based on the increase in content creation jobs over the past couple of years, we predict that this job will get even bigger and more important for brands in 2024. Content creators are at the forefront of digital marketing, blending creativity with strategic insight to produce content that resonates with diverse audiences.
As mentioned above, content creators are a vital investment for brands that rely heavily on influencer marketing and/or UGC. By hiring a content creator, you have someone on hand to craft content for your business and act as a ‘face’ for your brand.
Content Creators in 2024: The Stats Speak For Themselves
The UK content creator economy has seen remarkable growth, with over 8 million new content creators joining since 2020, now accounting for about 25% of the UK population. Interestingly, 65% of these creators are full-time employees in other fields, using content creation as a side hustle.
Moreover, a significant portion, 30%, aim to become influencers, and 35% aspire to start their own businesses through their content. The average age of these creators is 37, with over a third being above 40, showcasing the diverse age range in this field. HubSpot’s 2022 State of Consumer Trends report, also found something similar with a rapid rise in the popularity of the creator economy. It noted that 30% of surveyed 18 to 24-year-olds and 40% of 25 to 34-year-olds consider themselves content creators.
Benefits of investing in content creators in 2024
As well as acting as a face for your brand and producing a range of content types, content creators can also bring a new level of creativity to your brand and products. For example, Content creators have the knack for crafting compelling narratives that resonate with audiences, driving increased traffic to digital platforms.
They use their creativity and understanding of current trends to produce material that stands out in a crowded online space. This not only helps in building brand awareness but also fosters a deeper connection with the target audience, leading to higher engagement rates. This also helps to build a stronger community with your audience which is also a key trend for 2024 (you can read more about this here!)
How do content creators boost brand engagement?
Content creators often have experience in the industry and come from marketing backgrounds so have an idea of how to resonate with your audience and craft the art of storytelling. They often use storytelling techniques, personal anecdotes, and relevant examples, making the content more relatable and authentic. This authenticity fosters trust and loyalty among viewers, encouraging them to engage more deeply with the brand.
How to choose the right content creators for your brand
Content creators can educate your consumers about your brand’s offerings through clear and engaging content, leading to increased brand trust. They establish the brand’s voice, ensuring consistency across all content which will, in turn, resonate with your customers. This consistency not only boosts immediate engagement but also builds long-term loyalty.
Consumers start associating the brand with specific values, like sustainability, influencing their buying habits. Simply put, skilled content marketing shapes how consumers view and interact with a brand, both in the short and long term.
Content Creators in 2024: FAQs
Investing in content creators helps businesses enhance their digital presence, connect with diverse audiences, and boost brand engagement through creative and strategic content.
Content creators can shape consumer perceptions and influence buying decisions by creating relatable, authentic content that aligns with the brand’s values and resonates with the target audience.
Businesses should look for creators who align with their brand values, have a proven track record of engaging content, and possess the ability to adapt to different content formats and platforms.
Content creators build brand loyalty by consistently delivering quality content that reflects the brand’s voice, engages the audience, and fosters a sense of community and trust around the brand.
Key trends include a focus on video content, personalised storytelling, leveraging user-generated content, and the increasing use of AI and technology in content creation processes.
Absolutely, small businesses can leverage content creators to amplify their reach, create more targeted and effective marketing campaigns, and compete with larger brands in the digital space.
Final Thoughts
You only need to search for jobs on job sites such as Indeed and LinkedIn Jobs to see that content creator job roles are on the rise (and with good reason!) While this isn’t a new job, it has evolved from just using influencers for short-term brand partnerships.
By investing in employing a content creator, you have someone who represents your brand and acts as a brand voice for your customers. While it’s still a pretty new job, we can see this being on the rise in 2024 and beyond as more businesses find the benefits of hiring their own content creators.
