The creator economy is (still) booming. YPulse’s influencers and celebrities research shows that online celebrities (Instagrammers, YouTubers, etc.) are a source of guidance for young people, and 38% of Gen Z and 32% of Millennials somewhat agree that they would like to be an online celebrity. Premier influencer marketing agency Takumi notes that young people’s interest in becoming a content creator/influencer/online celebrity is only growing—the company has received twice as many applications from people looking for representation in 2020 than it did in 2019 (year-to-date applications have grown 150-200% for Takumi). The shift to ecommerce and digital marketing is boosting the need for content creators of all backgrounds, and according to Takumi’s CEO Mary Keane-Dawson, opportunities for creators are constantly evolving since advertisers “don’t want to use the same influencer again and again.” eMarketer reports that brands are expected to spend more than $3 billion on influencer campaigns in 2021 (and $4 billion in 2022), and Instagram, YouTube, Facebook, and TikTok are top platforms for brands to spend their influencer marketing dollars. (Axios)
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