Is the creator economy a misnomer? When I think about creators and the effort and time they spend on their work, it seems similar to a 9-to-5 job. For most people, it’s a daily grind. It’s main focus is retaining attention. Without attention, creators have nothing. An artist needs people to consume their work, listen to their music, or read their books. They must create interesting content to cater to their audience’s attention.
In a way, this is what business is about: serving people’s desires with products they crave so they’ll compensate you for your work. But in the creator economy, you often need to grow before you can monetize. It’s similar to internships where you must prove yourself before getting a job.
This can be seen in the creator economy as well. For example, you have to reach thousands of subscribers on YouTube before monetizing. That’s their rule for making money from your channel. With newsletters, sponsors aren’t attracted until you have thousands of loyal readers.
Experience this article as a podcast, a YouTube show, or as a newsletter:
The challenge is the cold start problem. How do you get those first followers if you need time to create content but also need money to sustain your life?
I think the term “creator economy” might be wishful thinking. What it truly is, is the attention economy. This isn’t new; advertising has been playing with this concept for years.
Attention is key. It’s all about pay-per-click, not just pay-per-impression. The click matters because it shows people’s willingness to invest their time and focus on what we create. So, how can we find attention and make money from our work?
I’m lucky to have chosen a niche – creators, indie hackers, and those who want to build something meaningful. My work isn’t for people who just want a side project; it’s for those who want to build a business and a legacy. Focusing on this group has been a smart choice.
Successful creators often start by finding a loyal audience in their chosen space. They don’t try to cater to everyone but focus on those who share their interests. Even when they change, they pivot slowly, keeping their audience engaged.
As an amateur musician, I follow many people on YouTube who make music. I’ve seen careers change from gear reviewers to other fields. Reviewing products is an easy way to start if you have expertise in an area like audio gear, electronics, or photography.
In conclusion, focusing on a specific audience and providing valuable content can help you gain attention and monetize your work.
Reviewers usually start off well with their current skills. But over time, I’ve noticed they often stop reviewing and shift to more detailed content. For example, in music, some reviewers start making their own tunes using tools they reviewed or teach others how to create specific music styles. It’s fascinating to see this change.
Why do they pivot? Well, it’s easier to find sponsors and attract viewers when you review new items on the market. If you’re into music and a company releases a new MIDI controller, reviewing it can get you views because people are curious about the product. However, if you make content that’s meant to last forever, it can be tough to grab attention.
You need a good reason for people to watch your work. Just because you think it’s interesting doesn’t mean others will. Getting attention is often hard. What I’m saying is that being creative isn’t enough; creativity should capture attention. If your creations resonate with your target audience, then your creativity is effective in getting the attention needed to make money from your work.
So if you’re starting as a creator, don’t worry! You can still build something great. Just make sure what you do is meaningful to a specific group of people. Knowing who you’re creating for helps your creativity shine and attracts the right attention.
Find ways to grab people’s attention. Be creative in showing that you understand them. People are drawn in when they feel a connection. They’ll think, “This person gets us. They know our struggles and how we think. I’ll give them a chance.” That’s when you succeed.
Being creative just for the sake of it might not be enough. Don’t expect to make money from it, because we live in an attention-driven world. The creator economy needs attention to thrive.
