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We have all grown used to the trends and influencers of social media, but developments of the last year are seeing the platforms we have come to know enter a new stage. The ‘creator economy’ involves the proliferating number of independent individuals who are making an earning by using social media to share their skills, knowledge and abilities. Leaving behind the influencers and polished posts of yesterday, the creator economy is ushering in a new era of marketing, influence and branding online – businesses best pay attention!

Years ago, social media well and truly lived up to its name. Platforms which enabled the easy exchange of photos and statuses, these media allowed individual engagement for purely social purposes. The last decade has seen social media evolve into something much more overwhelming, addictive and ultimately lucrative than their original ‘social’ role, especially as their most native users have grown up into their most powerful and profitable consumers.

Raised in an age of media and advertising, Millennials are highly attuned to the old techniques of marketers. The strategies that once stood as tried-and-true have aged into transparent tricks in the eyes of the younger cohort.