Available on demand now: Our series of conversations with business leaders on the fast-growing creator economy and its impact on the business world

Oversaturated social media feeds and the constant barrage of digital ads have pushed the attention economy — which relies on human attention as a commodity — to its brink. As a result, individual creators have begun circumventing crowded, outdated content models to reach their audiences directly. Today’s content producers seek to engage personally with their communities, rather than simply advertise to faceless followers. This shift serves as the foundation of the creator economy.

While this trend has been spearheaded by individual consumers so far, its influence has far-reaching effects. Similar to how consumer demand for personalization after the rise of services like Netflix and Spotify pushed businesses to embrace one-to-one marketing, the consumer-led creator economy movement is already transforming the enterprise.

We explored this trend in our recent Creator Economy for the Enterprise webinar series, featuring conversations with expert panelists followed by Q&A sessions. Episodes include:

  • Episode 1: Self-Serve Video Content Creation for the Enterprise | Watch on demand
  • Episode 2: The C-Suite Creator | Watch on demand
  • Episode 3: Authentic Storytelling: The Future of Enterprise Video | Watch on demand
  • Episode 4: The “Personalization Promise” in 2022: Video Tech strategies for Financial Services | Learn more

Empowering individual creators across the enterprise

Recent advances in cloud-based technology have enabled organizations to not only achieve greater efficiency and reduce costs, but also empower more users across the organization to collaborate, effect change and deliver value. The rise of low- and no-code tools, for example, has turned employees into citizen developers, capable of implementing more efficient workflows and automated processes throughout the business.

Now, enterprises are turning to similar technologies to empower their employees even further. As demand for fresh content continues to soar at the same time workplaces grow increasingly dispersed, companies are looking for more efficient ways to create deeply engaging assets remotely. And, in line with the growth of the creator economy in the consumer realm, they’re seeking out the tools that turn individual employees into enterprise content creators.

It’s no surprise that innovations in cloud-based content creation are skyrocketing now:

  • Increased reliance on digital content during the pandemic helped fuel the rise of the creator economy, which saw $1.3 billion in investment funding in the first half of 2021 alone — nearly three times the funding it received in all of 2020.
  • As a result, businesses are reimagining how they connect and engage with their globally dispersed employees and customers.
  • And video is now the preferred channel for telling better, more authentic stories that feature diverse voices from across the organization — not just the C-suite.

Virtual event and video content creation platforms have already transformed everything from standing meetings, presentations and on-demand training to full-fledged virtual conferences and events. The problem? Employees and customers are drained, a concept known as “Zoom fatigue.” Static, monotonous talking head videos of one person speaking at a group are missing the mark. Instead, organizations need to revamp the way they use video to meet demand for highly dynamic content that keeps viewers engaged and yields stronger relationships.

The world’s most innovative companies are already shifting their content strategies to create fully branded, high-quality and deeply immersive videos for everything from virtual events to digital entertainment and live shopping experiences. In other words, the Creator Economy for the Enterprise has arrived.

Meet the rise of the C-Suite Creator

While the past couple of years have brought many challenges, they’ve also offered several learning opportunities for business leaders. Video, the next best thing to in-person interaction, is now an integral part of a successful executive communications strategy. The most successful C-level executives understand the power of effective video content creation in shaping their companies’ brands, reputation, and culture — as well as their personal brands.

Today, being a leader comes with the responsibility of being in the spotlight on behalf of your organization. Whether a thought leader or key spokesperson, this role not only sets the tone for company culture and employee engagement, but also in turn drives sales, awareness, and even investor confidence.

We explored how executives are positioning themselves to be accessible, authentic, and empathetic with cutting-edge self-serve video technologies in Episode 2 of our Creator Economy for the Enterprise series. Watch the episode on demand now.