#General17 Feb

Cryptopowering the Creator Economy

Alisa Tkach

Enabling creators and communities with the opportunity to become independent.

Enabling creators and communities with the opportunity to become independent.

The creator economy, a flagship business sector of the past few years, keeps gaining traction. In 2021, over 50 million content producers, including all kinds of influencers, bloggers, TikTokers, Instagram models, YouTubers, game streamers, and others, have contributed to a staggering $104.2 billion industry. 

These days you do not need to create something unique from scratch – it is possible to make a living by reacting to videos filmed by other people. The possibilities for creators are seemingly limitless, and the relating industries – platforms for easier content production, ownership rights and personalised financial solutions – are catching up. 

Fintech and creators are a match made in heaven. From global mass payouts and new revenue models to transparent NFT-powered ownership and worldwide inclusivity – the demand for supporting technology is as relevant as ever.

How Creators Make Money

Brands are the primary source of revenue for many content creators. Regardless of its business profile, nearly every modern company has tried or is currently working with influencers. The majority of forward-thinking enterprises have ditched old-school advertising platforms like television favouring social media.

But how does monetisation work?

YouTube or TikTok, for example, incorporate pay-per-click advertising, so creators do not even need to advertise anything themselves unless they opt for additional income. Their primary earnings are based on views, engagement, and following. Other platforms like Patreon connect creators with fans who make monthly donations to access exclusive content. 

Skilled professionals can make use of websites like Skillshare and create their digital courses, teaching anything from creative writing to growing plants. Instructors are getting paid monthly, based on the number of minutes watched by Premium students making it a decent side gig. 

There’s no lack of platforms that cater to influencers and alike, but it is generally not that easy to make a stable income just by posting stuff online. The amount of time people put into creating and recording their content doesn’t often match the end reward, and inconvenient payout models can be demotivating. Customised financial products that can help with getting steady earnings are in demand.   

Timely Payments

Platforms that pay by view count can guarantee a solid regular income for content creators with a million-plus following base. Smaller bloggers cannot rely on this model, so they often accept ad deals from brands. However, many of them experience severe delays when it comes to payouts. 

Immediate payments are rare as they involve several intermediaries who have to communicate efficiently. Corporate marketing departments need to approve the budget, create invoices, send them to the accounting departments, and maybe wait for another 30 days due to the low priority status of the payment. 

Just like other freelancers, content creators often face the problem of inconsistency in payments. We all have to pay bills, and irregular earnings can be highly discouraging. 

On a positive note, a few fintech platforms are solving this issue. Advanced invoicing solutions for same-day payouts and data analysis customise the user experience and automate payments.

Banking

Mainstream banking is designed for ‘9 to 5 people’ with foreseeable wages. Creators, in turn, require convenient banking services to accommodate their needs. Many banks are not a good fit for someone with unpredictable income. The necessity to hold a certain amount on your balance or receive a sufficient monthly deposit is not something all content makers can afford.

One of the key advantages of the fintech industry, neobanks in particular, is limitless inclusivity. Some existing solutions were explicitly tailored for freelancers and influencers, offering invoice financing, cashback choices (including professional tools for content creation), overdraft protection, and other popular benefits.

At the same time, platforms focused on creators and gig economy search for more accessible payment options and mass payouts. Companies that cater specifically for this type of contractor understand the need for an automated payout system to establish mutually beneficial, long-term relationships with creators. Mercuryo is currently polishing its gig solution to send out multiple simultaneous payments in crypto that can be withdrawn in fiat. 

Emerging Markets

Owning a smartphone but lacking a bank account is commonplace for millions of individuals in developing countries. It makes no economic sense for banks to open branches in poor rural areas. Meanwhile, the only two things digital creators need to record are internet connectivity and a smartphone. 

However, even if they manage to monetise their content without credit history or access to mainstream finance, only alternative payment solutions can help collect the profits. Various cryptocurrency-based products, neobanks, and mobile payment methods can enable such creators to save, spend, and put to use their earnings. 

Apart from securing basic economic benefits, people can invest, receive loans, trade, or take advantage of other tools to reach a higher level of financial stability. 

Both fintech platforms and creators can benefit each other while building new revenue models and tools for income generation. Such collaboration can help fight poverty and raise the standard of living for many families around the world.

The Bottom Line

Creator economy and fintech space are maturing and developing organically alongside each other. Customised banking solutions and payment methods can help significantly improve content makers’ financial stability and global inclusivity. They will get the ability to stay in control of their finance, receive loans, invest, and effectively manage their assets. Chances are, the old business and revenue models will give way to modern ones, focused on the new web3-powered reality. 

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