Thriving as a Content Creator: What It Takes in Today's Competitive Landscape

Is it still worth it to get into the game?

Happy new week! 🎉 . Last month I attended Aspire’s Summer Check-In: The State of Influencer Marketing 2024 where they shared key stats from industry reports, marketing trends for 2024, predictions for the industry etc. One thing that stood out to me was this quote

“There are new creators popping up each and every day, and those creators are hungry to try products, to figure out what their angle is as a content creator, and especially with Tiktok being so so easy to become a content creator, we're seeing that brands really have their pick of the lot when it comes people they can work with”

This quote reflects a major industry shift over the past three years. The creator landscape has expanded dramatically, with more aspiring influencers than ever before. But what does this mean for you, whether you're just starting out or you're a seasoned creator?

Is the Industry Too Saturated?

The short answer: No, it's not too late to enter or thrive in this space. Here's why:

1. While brands have more creators to choose from, more brands use creators in their marketing strategies than ever before.

2. The volume of content being published is at an all-time high, but platforms (Instagram, YouTube, Threads, Substack, TikTok, Snapchat, etc.) now focus heavily on creators, offering creator funds, bonuses and monetization opportunities.

3. There are more ways to monetize beyond brand partnerships than ever before.

In my opinion, we're still in the early stages of this industry that emerged just over a decade ago. But can you grow a loyal audience and make sustainable income through your content by posting once in a while and have no strategy or goals in site like you could 5 years ago? Very unlikely.

Crucial Factors for Success as a Creator in 2024

1. Chase Community, Not Virality

In a world obsessed with going viral, the true measure of success lies in building a loyal and engaged community. Virality might bring short-term gains, but a strong community is what sustains you in the long run. Play the long game, I know it seems almost like going viral is the cheat code to long term success, but it rarely ever is.

Actionable Tip: Focus on creating content that resonates deeply with your audience, even if it doesn’t go “viral”. Engage with your followers regularly, create spaces for interaction, and prioritize long-term relationships over fleeting fame.

2. Network and Build Strong Brand Relationships

With brands having their "pick of the lot," proactive outreach is crucial. Personal relationships can be the differentiating factor in landing brand deals. Now more than ever, you have to put yourself out there and reach out/pitch these brands. Check out these pitch examples/templates:

Pitch Template/ Examples

I am actually headed to NYFW soon for this very reason. One of the lessons I learned last year was the value of networking in this industry, sometimes a personal one-on-one relationship or interaction can be the deciding factor in landing a brand deal. This is not unique to the creator industry, it’s the nature of doing business, personal relationships matter a lot! So while I am in newyork for fashion week, I will be meeting with brands, networking with reps at events, and forging those key relationships.

Actionable Tip: Follow up with past brand partners, connect with brand reps on LinkedIn, and attend local events to network with creators and brand partners.

3. Diversify & Leverage a Multi-Platform Presence

Don't rely on a single platform. Establish a strong presence on at least two platforms that align with your content and audience. Relying on a single platform can be risky due to changing algorithms and policies. These days there are so many tools that help you automate and schedule out your content across several platforms like Repurpose.io. A multi-platform strategy not only increases your reach but also protects your brand from any unexpected shifts.

Actionable Tip: Establish and grow your presence on platforms that align with your content and audience. Utilize tools like Repurpose.io to automate reposting your content to several platforms( I use it/have used it for scheduling and reposting reels, pinterest pins, auto save all my content to my google drive, yt shorts, TikTok etc). Customize your content for each platform to ensure it resonates with users on that specific medium.

4. Creating Value-Driven Content

Another way to stand out as a creator these days is to simply provide less fluff & more value. Your content should inspire, educate, or entertain in ways that deeply resonate with your audience. My most popular/highly viewed content are almost always those where I provide value, for example this recent post where I shared my kitchen swaps got over 160K views and 2700 saves.

Actionable Tip: Focus on addressing your audience's most pressing needs or interests. Whether it's a detailed guide, insightful analysis, or personal story, ensure it adds genuine value to your community.

5. Stay Adaptable and Resilient

The digital landscape is constantly shifting. Trends come and go, algorithms change every 3-5 business days, and new features, new tools, new rules, and new platforms come out so frequently these days. The ability to adapt quickly and stay resilient is so crucial for managing these challenges and seizing new opportunities.

Actionable Tip: Keep learning and remain open to change. If something isn't working, pivot and try new approaches. Build a supportive network that encourages resilience.

6. Diversify your creator income

Whether it's launching a product line, affiliate marketing, offering consulting services, or creating a digital course, diversifying your income streams is critical. This will not only boost your revenue but it also solidifies your brand’s presence in various markets.

Actionable tip: Identify areas where you can diversify—whether it’s through brand partnerships, digital products, new content formats, affiliate programs, etc. Explore ways to expand your offerings in a manner that aligns with your skills and your audience’s needs.

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Final Thoughts

Despite the increased competition, opportunities for creators are still very abundant. The key now is to be more intentional and strategic about growing your community and monetizing your content. This space can be challenging and discouraging at times, but it's incredibly rewarding for those who are committed and passionate about creating and sharing with their audience.

I created this community earlier this year to be the mentor I wished I had when I started this journey over a decade ago. The goal of this community is to provide guidance and support to creators like you, to really help you navigate the challenges we face in this industry by sharing insider tips, tools, resources, and encouragement needed to thrive in this ever-evolving industry. I’m thrilled to continue this journey with you on Substack and can’t wait to see what we achieve together.

Thank you for being a valued member of our community. Please share your thoughts & ask your questions below.

Paid brand partnerships, more notes from Aspire’s state of the industry + more resources for this week below: