CONTENT creation is a growing industry, pandemic notwithstanding – in fact for many it is becoming an increasingly enticing career. For the younger generations who have grown up with social media and the new generation of ‘celebrities’ in that medium, there’s nothing foreign about being personality forward.
According to Anymind Researchers, there has been a 66% increase in macro-influencers in the Asia-Pacific region in 2020. There has also been US$1.3 billion (RM5.4 billion) in revenue recorded by creators last year. In addition to Facebook and Instagram, other means include TikTok and YouTube.
Last year, Facebook (which owns Instagram) itself invested US$1 billion in programs supporting creators in 2020.
Despite all that, there are still many questions that come up whenever starting a career in content creation is raised. How important is it to have a fully formed identity? How does one monetise their social media presence? What type of equipment does someone need to start out?
Hari Kreator Indonesia-MalaysiaHari Kreator Bermimpi jadi konten kreator? No, no, bukan isapan jempol, karena kamu bisa jadi kreator yang sukses di Facebook dan Instagram! Nah, tanggal 28 Oktober nanti, Facebook dan Instagram akan menggelar Hari Kreator: ajang di mana kami mengumpulkan kreator dari Malaysia dan Indonesia untuk berbagi pengalaman dan inspirasi tentang cara bikin konten yang menarik dan mendapatkan penghasilan sebagai kreator di platform Facebook dan Instagram. Wih, menarik banget ‘kan? Jangan khawatir, kamu juga bisa menyaksikan beberapa dari sesi ini di Facebook Indonesia Page. So, simak terus update dari kami di sini! #HariKreator #KumpulKreator
Posted by Facebook on Thursday, October 21, 2021
Today (October 28) has been designated by Facebook and Instagram as Hari Kreator, which aims to encourage prospective creators in Malaysia and Indonesia on the steps they need to take to succeed in this field – or how to build connections between creators and their audience.
In an event yesterday, content creators Trevor James, a popular creator who goes by The Food Ranger who specialises in content on street foods of the world, and Nazneen Judge, a lifestyle and fashion personality, provided insight into their careers.
For those interested in the financial aspect – there are three primary means of making money:
- In-stream ads which pop up over the course of a video.
- Branded content, which is determined by the creator's relationship with various brands.
- Fan support, which extends to exclusive content and live content. On top of this are ‘stars’ which fans can purchase to support the creators.
According to Facebook, half of all content being created are videos. Facebook Watch, which has been available for a few years now, emphasises the social aspect between creators and their audience.
Instagram Reels, introduced this year, brought short-form video content to the app. The latter has recorded faster growth in the Asia Pacific than the rest of the world.
James says that it’s never too late to start and that no one is perfect right out of the gate. Like any other creative field, it’s a learning process and the work can only be improved through experience.
Nazneen says that new creators need to be authentic to themselves and not follow the crowd – though they need to be aware of viral trends. It’s important to have values and follow your own interests.
She also says that no creators stay still in their respective journeys, if someone wants to succeed they must be willing to adapt and grow. She says it’s important to have fun and not be too stressed.
James stresses that even though the market might seem crowded, there is always opportunity for new voices to rise up. What matters, and ultimately what a creator can be responsible for, is finding a topic they love and working hard at it. There cannot be success without effort. – The Vibes, October 28, 2021
