How creators are changing media, branding and commerce in Australia
Naomi Shepherd, group industry director, Meta Australia & New Zealand (formerly Facebook) outlines why the broader marketing industry can not ignore the growing importance of creators.
I have a confession to make: I am obsessed with the @theinspiredunemployed. In two years, the former tradies known for their true blue Aussie skits and dances have gone from video jokesters to one of the most recognised duos in Australian culture.
Their videos and brand have attracted a community of one million fans, magazine covers, a podcast series and labels clamouring to collaborate.
There are countless creators like the @theinspiredunemployed around the world that inspire and push culture forward, and they’ll be crucial as we move to a new and more immersive chapter of the internet and social technology.
Research by The University of Technology, Sydney (UTS), and the Creative Industries Innovation Centre, show the creative sector contributes about $90.2 billion to the Australian economy and helps generate $3.2 billion in exports annually. Much like how smartphones changed the world and spurred new industries, I believe creators are essential for the future of media, branding and commerce in three key ways.
