It’s part of a broader slowdown in startup investment. The pullback in startup funding from creators picked up steam in late 2022, according to The Information, as did overall startup investment. In Q4, total startup funding in North America fell 63% year-on-year and 10% compared to Q3, according to Crunchbase data as of January 2023.
Brands continue to pour money into influencer marketing. In 2022, December was the highest spending month among clients of influencer marketing platform Linqia, followed by July and November. Meanwhile, 67% of marketers and PR professionals worldwide expected their influencer marketing budget to increase in 2023, according to a report by the Influencer Marketing Hub.
The social platforms continue to cater to creators. Even as creator funds have dried up, platforms open up new opportunities for creators to develop content and monetize audiences, e.g. B. Instagram’s broadcast channels, YouTube’s upcoming generative AI tools, and the TikTok series that allows creators to put some content behind a paywall. Even Facebook recently announced Creators as one of its four focus areas for 2023, along with AI, messaging and monetization.
Creative minds are deeply rooted in many aspects of business and society. Some, like the D’Amelio family, have become startup investors themselves. In 2023, we expect more creators to launch their own brands and monetize outside of the confines of social media.
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