{"id":1820,"date":"2021-10-24T08:58:12","date_gmt":"2021-10-24T12:58:12","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/24\/culture-of-influence-from-creator-to-corporation\/"},"modified":"2021-10-24T08:58:12","modified_gmt":"2021-10-24T12:58:12","slug":"culture-of-influence-from-creator-to-corporation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/culture-of-influence-from-creator-to-corporation\/1820\/","title":{"rendered":"Culture of Influence: From Creator to Corporation"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><em><strong>The latest generation of creators are expanding the definition of an influencer. Here&rsquo;s what brands, marketers, and media planners need to know.<\/strong><\/em><\/h2>\n<p class=\"wp-block-paragraph\"><em>By Velocity Creative Strategy &#038; Cultural Intelligence<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With increasing power and cultural cache, today\u2019s biggest influencers are creative powerhouses at the frontlines of a rapidly evolving influence marketing industry.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They also drive mainstream culture and fuel the advertising economy, as YouTube sensations join A-list celebrities on the prestigious Met Gala red carpet and TikTok stars snag mega endorsement deals with Fortune 500 companies. In fact, 27% of Gen Z and millennial consumers associate the word \u201cinfluencer\u201d with someone who is impacting culture in significant ways.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For the second installment of its \u201cEyeQ Culture of\u2026\u201d series, the ViacomCBS Creative Strategy and Cultural Intelligence team conducted a nationwide quantitative survey, consumer and expert interviews, and cultural analysis. The result is <a href=\"https:\/\/viacbs.co\/3p1oOLc\" aria-label=\"the culture of influence report, read on viacom CBS\">\u201cThe Culture of Influence\u201d report,<\/a> which uncovers the evolution of today\u2019s online creators into entrepreneurs and outlines what that means for brands, marketers, and media planners looking to enter cultural conversations and connect with online and offline audiences.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Being a Creator is the New American Dream<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">2020 became a watershed year for \u201ccreatordom\u201d when the coronavirus pandemic drove life online. People of all ages and backgrounds flooded the creator space as they made career pivots, tried out new platforms, or simply looked for connections. The profession has a massive appeal, as nearly half of Gen Z and millennial audiences said they would like to press a button to instantly morph into a full-time creator.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The allure of being a creator is tied the freedom that comes with being your own boss. Gen Z and millennials survey respondents reported that financial independence and having a positive impact were the top motivators for having a career as an online creator, at 19% and 18% respectively. Fame was a motivator for only 2% of respondents.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also affecting how the next generation of adults thinks about their careers. More American kids today say they want to grow up to be a YouTube star (29%) than an astronaut (11%), according to SignalFire, a venture capital firm that invests in seed-stage and breakout companies.<\/p>\n\n\n\n\n<blockquote>&ldquo;This is more than just kids making videos on the internet. This is the New American Dream.&#8221;<\/blockquote>\n<p class=\"wp-block-paragraph\">Whether YouTubers, TikTokers, Twitch gamers, Instagram models, Substack writers, Patreon podcasters, Clubhouse hosts or Pinterest pinners, creator roles are redefining social entrepreneurship. \u201cThis is more than just kids making videos on the internet. This is the New American Dream,\u201d said Kaelyn Kastle, a Bermudian pop artist and member of Collab Crib, an all-Black Gen Z creator mansion. Collab Crib and Hype House are among several incubators designed to support rising influencers-as-brands with resources, infrastructure, and distribution.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Recognizing the opportunity, major brands are partnering with influencers to connect to consumers. For example, Dunkin\u2019 Donuts collaborated with TikTok\u2019s most followed creator Charli D\u2019Amelio to add \u201cThe Charli\u201d cold brew to menus nationwide and launch a limited-edition merch collection. To build hype around its limited-edition Travis Scott meal, McDonald\u2019s partnered with ViacomCBS to pick ten influencers such as Sterling Shepard and Lexi Hensler. It was the first in a series of \u201cfamous orders\u201d collaborations with cultural juggernauts such as J. Balvin and Saweetie McDonald\u2019s used promote its meals.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Creators&rsquo; Latest Subscribers: Venture Capitalists<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Another sign that the creator economy is here to stay? Millions of dollars flowing into the industry from venture capital. New monetization models and VC-funded apparatuses have leveled the playing field for anyone interested in converting their clout into a credible career path and seizing ownership over their personas. Fifty creator-focused start-ups this year have seen investments around $2 billion, according to The Information\u2019s Creator Economy Database.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Influencers are also becoming venture capitalists. Consider a YouTuber-turned-venture-capitalist who started Creative Juice, an investment fund that enables people to invest in creators and offers influencers a suite of tools so they can act more like small businesses.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cVenture capital is now pouring into the once unfunded worlds of content creation and curation. We will see new economies spring up and existing ones accelerate,\u201d explained Grant McCracken, a cultural anthropologist and author featured in <a href=\"https:\/\/viacbs.co\/3p1oOLc\">\u201cThe Culture of Influence\u201d report Viacom CBS.<\/a><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Creator-Forward Brand Partnerships<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">As creators step into the land of corporate power and celebrity, advertisers must reckon with influencers\u2019 newfound power and institutionalization. They need to think beyond the typical brand-creator relationship to treat creator partnerships as collaborations rather than a one-sided amplification of their brand\u2019s message. To increase the effectiveness of campaigns, advertisers should understand each influencer\u2019s audience, aspirations, and goals. And, borrowing from stock market logic, brands and businesses should consider investing in early-stage creators.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Get up to speed on four critical shifts outlining the pervasive impact of online creators and their communities on culture, brands, and beyond in <\/em><a href=\"https:\/\/viacbs.co\/3p1oOLc\">ViacomCBS\u2019 groundbreaking study titled the \u201c<em>The Culture of Influence<\/em><\/a><em>,\u201d the second installment of the culture-forward EyeQ whitepaper series. <\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>The first installment, titled \u201cThe Culture of Streaming\u201d can be found <\/em><a href=\"https:\/\/viacbs.co\/3lBkVKH\"><em>here on Viacom CBS<\/em><\/a><em>.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With increasing power and cultural cache, today\u2019s biggest influencers are creative powerhouses at the frontlines of a rapidly evolving influence marketing industry.<\/p>\n","protected":false},"author":7,"featured_media":1821,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1820","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Culture of Influence: From Creator to Corporation | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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