In 2023, the creator economy will change in three ways.

While the exclusive, top-tier creators capture most of the headlines, many creators make less than $100,000 a year. In the past few years, a new group of creators has come up, and many of them are turning to careers in content creation to reach and teach people in their own communities. These creators with a strong sense of purpose aren't just meeting the growing demand for informative content and online learning opportunities; they're also using a variety of ways to make money from their work and paving a new path for long-term career success.

I’ve worked with thousands of creators, giving me a front-row seat to this evolution. Here are three trends transforming the creator economy in 2023 (and how purpose-driven creators are making the most of them).

The Rise Of The Creator-Educator

With so many people using content creation to share their expertise, it’s worth giving them a unique moniker: "creator-educators." This growing cohort shares many similarities with the household name creators who have amassed gigantic followings and earnings from ad revenues and affiliate relationships. But in some crucial ways, they are distinct.

While both groups use similar platforms and strategies to reach the internet’s potentially limitless audience, creator-educators are eager to share (and monetize) their unique passion, expertise, or knowledge. Where creator-performers might captivate viewers with amazing dance moves, risky stunts or gaming prowess, savvy experts in fields from financial planning to the art of clowning are learning that they don’t need a million followers to make a living. Instead, they are getting results by building small, loyal audiences and offering products and services aligned with their needs.

In 2023, these pathways for success within the creator economy will become more defined while continuing to influence the other. Many creators who also teach will keep trying to teach and entertain while building world-famous brands with millions of followers. On the other hand, creator-performers will continue to use the need for informative content to build their online empires.

Microlearning Is Here To Stay

Audiences have long turned to online tutorials to learn everything from fixing a toilet to creating the perfect smokey eye. But until recently, many would have scoffed at the thought that the education revolution would take place over social media.

Yet our company's research shows that two out of three people commit time each month to learn or study a new subject. For Gen-Z and millennials, the number was even higher. Nearly two-thirds said they turned to social platforms like YouTube, Instagram or TikTok. Some may attribute this to our short attention spans or the fact that we are constantly connected to our phones, but there is a reason why we prefer these microlessons.

It turns out that when you spray people with a fire hose of information, they don't retain much of it. Researchers call it the “curve of forgetting.” Most of the information we take in is automatically thrown away by our brains if it doesn't help us right away. Instead, it’s much easier to absorb information delivered in 3 to 5-minute lessons when you need the information.

In 2023, creators will tap into the demand for microlearning by providing snackable, informative and easy-to-digest content. And for those who do, there will be many benefits. Short, free lessons are excellent calling cards for more robust course offerings or services. Putting out content in small pieces also makes it easy for creators to update and change their work based on what people say. This keeps the content relevant and interesting.

That’s not to say there isn’t a market for the larger courses, communities, memberships and other learning products that take more time and offer greater transformation for the learner—but even within those products, we’ll see increased use of microlearning moments—breaking up large segments into smaller more consumable ones as part of a bigger journey to transformation.

Diverse, Consistent Revenues Become The Norm

In 2023, revenue diversification will become the norm, or in many cases, a necessity. This means that a "creator middle class" will grow, with people making good, stable money from a variety of sources, such as advertising, sponsored content, paid newsletters, tips, online courses, ebooks, merchandise, coaching calls, memberships, access to paid communities, and other things.

This trend isn’t new, but it is growing; based on what I've seen in the industry and on my company's data, more than 8 out of 10 top creator-educators are already offering multiple services and products.

And make no mistake, while creator-educators can—and will—still win big, many more will also be able to succeed with 1,000 or fewer loyal followers. This means that the creator class will become more diverse as part-timers and new business owners learn that creating content is a good way to make extra money by using their skills. That’s welcome news for the more than 70% of people in our survey, who said they were considering supplementary sources of income to weather the recession and runaway inflation.

There’s no denying the year ahead will be full of changes and challenges. But as economic conditions strain personal and household budgets and many continue to evaluate their place in the workforce, more people from all walks of life will try their hand at content creation. They'll do it to stay afloat, insulate themselves from the instability of the times or bring their passions to the forefront of their career.

In the long run, these trends signal a catalyst for a new creator economy that is more inclusive and attractive to new kinds of audiences. The rise of purpose-driven creator-educators will be a boon for all.

Original Source: Forbes