Understanding the Creator Economy: Making Digital Media Work for You, Preliminary Edition
Edition: 0
Copyright: 2024
Pages: 113
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Is YouTuber a viable career path? How easy is it to become TikTok famous? How can a brand tap into the power of social media influencers? The creator economy -- the system of individuals making money through digital content -- is swirling with creativity, excitement and mystery. Its rise has drastically changed how people seek entertainment, follow news, find community and educate themselves as consumers.
Understanding the Creator Economy: Making Digital Media Work for You is a comprehensive guide for enterprising students to thoughtfully and purposely approach content creation as a business within this new dynamic.
The book brings the creator economy into focus through:
- Creator Q&As that unveil the reality of working as a content creator.
- Case studies providing details on the most successful creators and brand campaigns boasting influencer strategies.
- Frameworks for sustainable content ventures that encourage strategic planning, ethical practices and active learning.
- A multitude of examples, data insights and prompts to enhance comprehension.
- Heavy emphasis on the brand perspective so future marketers, advertisers and PR pros can leverage the power of creators.
The text strips the glamorous facade off the creator economy by spotlighting the perils and the possibilities of building your own digital media brand.
Acknowledgements
Introduction
Chapter 1 The Creator Economy: Perception vs. Reality
Chapter 2 Going Viral vs. Being Sustainable
Chapter 3 The Riches Are in the Niches
Chapter 4 Building an Audience, Nurturing a Community
Chapter 5 Monetization: Be Your Own Media Business
Chapter 6 What Brands are Looking for in Creators
Chapter 7 Being an Ethical Creator
Chapter 8 Preparing for the Future
Bill Zimmerman is an assistant teaching professor in the Donald P. Bellisario College of Communications at Penn State. Prior to teaching, he worked as a newspaper reporter and public relations professional. He has a bachelor’s degree in journalism from Indiana University of Pennsylvania and a master’s in higher education from Penn State. He also holds the Accreditation in Public Relations.
Is YouTuber a viable career path? How easy is it to become TikTok famous? How can a brand tap into the power of social media influencers? The creator economy -- the system of individuals making money through digital content -- is swirling with creativity, excitement and mystery. Its rise has drastically changed how people seek entertainment, follow news, find community and educate themselves as consumers.
Understanding the Creator Economy: Making Digital Media Work for You is a comprehensive guide for enterprising students to thoughtfully and purposely approach content creation as a business within this new dynamic.
The book brings the creator economy into focus through:
- Creator Q&As that unveil the reality of working as a content creator.
- Case studies providing details on the most successful creators and brand campaigns boasting influencer strategies.
- Frameworks for sustainable content ventures that encourage strategic planning, ethical practices and active learning.
- A multitude of examples, data insights and prompts to enhance comprehension.
- Heavy emphasis on the brand perspective so future marketers, advertisers and PR pros can leverage the power of creators.
The text strips the glamorous facade off the creator economy by spotlighting the perils and the possibilities of building your own digital media brand.
Acknowledgements
Introduction
Chapter 1 The Creator Economy: Perception vs. Reality
Chapter 2 Going Viral vs. Being Sustainable
Chapter 3 The Riches Are in the Niches
Chapter 4 Building an Audience, Nurturing a Community
Chapter 5 Monetization: Be Your Own Media Business
Chapter 6 What Brands are Looking for in Creators
Chapter 7 Being an Ethical Creator
Chapter 8 Preparing for the Future
Bill Zimmerman is an assistant teaching professor in the Donald P. Bellisario College of Communications at Penn State. Prior to teaching, he worked as a newspaper reporter and public relations professional. He has a bachelor’s degree in journalism from Indiana University of Pennsylvania and a master’s in higher education from Penn State. He also holds the Accreditation in Public Relations.