Global communications consulting firm LLYC has released a new study titled “Monetizing Creativity: How Creators Make an Impact in the Digital World.” The research focuses on the Creator Economy’s potential for companies operating in the United States, Brazil, Mexico, and Spain. Key findings reveal the rise of niche content creation, driven by Gen Z’s preference for social media platforms that democratise content creation. The study also notes a decrease in trust in mainstream social platforms, leading people to connect with like-minded communities on niche networks. Algorithms now favour niche content due to its higher engagement levels, fuelling a fast-growing creator economy projected to reach $480 trillion by 2027. The study emphasises the importance of businesses collaborating with niche content creators to authentically reach new audiences and differentiate themselves in the digital landscape.
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