![]() ![]() It turns out that for platforms, it’s more lucrative for users to sit back and watch videos from Jake Paul or MrBeast than it is to have those users engaging with one another. ![]() Social entertainment has eclipsed social networking. (Bell notification) . . . And today I guess I’m just gonna do like a “get ready with me” sort of thing. What’s up, everybody? . . . Hello, everyone. The change has turned a handful of young people into superstars, something that advertisers are keen to tap into. This is how YouTube, TikTok, Twitch and other platforms work as well. Instead of connecting to other users and uploading my own photos, I’ve become part of a large and passive audience of viewers. When I joined Instagram, I only followed people I knew, would share photos and write messages. Their success means that social media has become a place where audiences now seek out a few well-known figures instead of their friends. Uploading 30-second dances to TikTok or posting photos of yourself on holiday might not sound like work, but for the people who make a living putting content on social media, online popularity is a full-time job. In this episode: how the creator economy took off and what it means for the future of social media. It’s also been good for the influencers who make their money using them. The past decade has been very good for social media giants financially. And in this season of the podcast, I’m asking: have we reached peak social media and if so, where do we go from here? I’m Elaine Moore, deputy editor of the FT’s Lex column. This is Tech Tonic from the Financial Times. As content creators become more powerful, they’re starting to ask the question “Do social media platforms need us more than we need them?” Platforms have become heavily reliant on the content that these creators produce, and they pay for it too. Over the past decade, the creator economy has become a multibillion-dollar industry, and it’s transformed the social media landscape. ![]() I primarily work on other people’s videos, but I’m looking at creating my own brand and creating my own channel. Then I kind of had like, how to say, mental kind of breakdown because I did every kind of girl’s problems type of sketch. I started with sketches, short videos on YouTube. I have a twin, so would video with my brother. I am a professional hockey player, so I’m connecting content creating with hockey, and I just, focusing with like, day with my girlfriends. I make comedy content where I do like sketches, and then for my like long-form stuff, I love making Lego sets. I make educational comedic zoology videos about animals, like a hundred animals that can, you know, effing kill you. And what they post about is kind of dizzying. Content creators came to meet their fans and talk about how they can expand their careers on social media, add more followers and make more money. VidCon took place in Anaheim, California last month. It’s a bouncy ball pit, kind of soft hits that you can . . . Squishmallows that you can jump in. This exhibition hall is huge, just massive. The dream is that anyone can make a career on social media by building up an audience on platforms like YouTube or TikTok and VidCon draws a pretty lively crowd. That’s our producer, Josh Gabert-Doyon, speaking to attendees of VidCon, one of the biggest annual events for what’s come to be known as the creator economy. So it was kind of like balancing this modelling thing and learning how to be a creator and then also bringing up small children. And then I started creating like family content because I have five kids. It’s a little bit of big and tall modelling. I am a content creator on Instagram, YouTube and TikTok. This is an audio transcript of the Tech Tonic podcast episode: ‘Peak social media: The power of influencers’ ![]()
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