For example, Justina Blakeney runs a home decor business selling products designed with Adobe Express and promoted through Instagram. According to the study, “one in four people are contributing to online spaces, reshaping the future of work, social causes and mental health.” They are driven not just by profit but by their passion, a sense of purpose, socioeconomic reasons and others.Ĭreators like those on Adobe’s “Creators To Watch 2022” list are entrepreneurs, small-business owners, hobbyists and other ordinary people with ordinary means achieving extraordinary heights. And the recently published Adobe “ Future Of Creativity” study reported more than 303 million global content creators in 2022, more than 165 million of whom joined in the last two years. While market size estimates vary based on different ideas of what the creator economy includes, NeoReach Influencer Marketing Hub claims that it reached a market size of $104 billion in May 2021.
Consumers are open to exploring this new world and are ready to spend money on products that allow them to express their identity and individuality.īoth of these have liberated the creative world, and the creator economy is exploding. Democratization of marketing and business channels for easy monetization, such as social media channels and the web.
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