has recently published that the global creators' economy is estimated to be worth $ 104 bln as of 2022 and more than 50 mln people have contributed to it. This economy is supported online and is made up of millions of content creators and the companies that support their growth and profits — software and tools, financial management, analytics programmes, etc. Creators are self-employed individuals, video bloggers, photographers, musicians, bloggers, influencers, writers and artists. Creators are unique in using their talents and content to create a self-employed business and make a profit directly from their audience. They sell their skills, hobbies and interests in digital.
The internet, social media, altered approaches to content monetisation and new technologies are reinforcing the development of the creators' economy, and collaborations with brands and businesses are opening up new markets and opportunities. Creators play an important role in the content marketing, media and entertainment industries.
They create content that engages audiences, establishes a connection with consumers, and creates value for brands. On the one hand, people are not limited in the choice of content they can consume. On the other hand, they have long been creators themselves, creating their own unique content and making their profit from it. The development of the Internet and digital technologies, which provide creators with monetisation tools and opportunities to make a profit from their content, have also contributed to this trend.
Creative and innovative partnerships are developed, new audiences are attracted and customer bases are expanded, funnel conversions are increased, brand loyalty and trust are enhanced depending on the brands' objectives in their marketing strategies.