The rise of Web 3.0 and creator economy is disrupting traditional marketing — leading brands to focus on community building and long-term brand goals, says a digital marketing expert in an exclusive interview with Spotlight.
Influencer marketing specifically is evolving into a democratic approach to advertising, often referred to as the “Creator Economy.” This new approach allows creators the space to create and monetize their content.
According to digital marketing expert Tiago Ribeiro, “The Creator Economy has been a great way to reduce social inequality and allow for a younger generation to enter a formal job market, lifting many from disadvantageous scenarios, including poverty."
Studies show that the Creator Economy marks a new chapter in the history of advertising and marketing and is gaining impressive momentum. According to a survey by Adobe titled “The Future of Creativity," there is a market of over 303 million content creators worldwide as of last year, with at least 106 million creators joining the space in the last three years alone.
The development of the Creator Economy means that marketers will now have to rethink their strategies and “think beyond the digital.”
“We can expect brands to lead initiatives in how to rethink the humanization of relationships, co-create content and transform society,” explains Ribeiro.
He suggests an integrated approach focused on building a brand community with a clear purpose and conveying the right message for a certain company. “This ‘purpose’ should then be amplified for a particular community through content creators,” he adds.
The introduction of Web 3.0 could be seen as a great creative opportunity for marketers to broaden their horizons and create digital communities that will stand the test of time.