The next 12 months are going to be ‘transformative for influencers and the creator economy,’ due to changes to search, generative AI, and Google’s new personalised search capability, according to influencer marketing agency, Disrupt.
The last year saw the emergence of new trends, creators, rapid development of generative AI and its use by influencers.
With the creator economy now estimated to be worth $250 billion and growing annually, Stevie Johnson, managing director of Disrupt, said content and influencer marketing has seen the fastest adoption of this new technology.
‘If 2023 was the year when generative AI turned the world upside down, this year is going to set the creator economy spinning for influencers and brands,’ Johnson says. ‘This will escalate at an even more rapid pace through the rest of 2024. AI is shrinking the barriers between what you can imagine and what you can create, and as a result, influencer marketing is poised to become even more valuable as AI-generated content upends the media landscape.‘
Creators and SGE
Google’s Search Generative Experience (SGE) is also set to be a game-changer for the creator economy, according to Johnson. SGE’s ability to personalise search results and present more relevant content is expected to significantly boost the visibility of creators.
Johnson said: ‘This new AI capability has the potential to revolutionise the way we search, and in turn, will significantly impact the way both brands and creators are able to connect with their target audiences and grow their businesses.’
James Rigby, Head of Paid Performance at Disrupt’s sister agency, Found, says Google’s search algorithm has already begun showcasing content from YouTube and Tikok, but SGE will see this ‘volume explode in 2024 and really transform the Content Creator space.’
‘SGE is an immersive search experience that utilises prompts and results to guide the searcher to where they want to be. From a creator perspective, this is massively exciting as it represents an opportunity to seamlessly infiltrate Search Engine Results Pages (SERPs) and become an integral part of intent-led browsing in a way that has just never been possible before,’ he said.
Featured image: Provided by Disrupt Marketing / Pexels
