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In News

Asos lauds effect of Instagram Stories as it reduces marketing spend

May 14, 2018 No Comments

Asos has singled out the performance of Instagram Stories in its marketing mix, saying the number of people viewing its content on the platform has almost doubled in just six months.

The online retailer today (11 April) reported stellar sales for the six months to 28 February, noting a 10% rise in half-year profits to £29.9m as sales jumped 27% to £1.13bn compared with the same period in the previous year.

On a call with analysts, chief executive Nick Beighton praised the Instagram-effect, saying the Facebook-owned platform was now more popular among its core 20-something customer base than Facebook and as such the business had maintained its investment in its “relevant, emerging content formats” including Stories.

The brand’s content on the site was viewed over 30m times while videos were viewed more than 52m times, up from 40m in the previous half of the year.

Asos was one of the first to experiment with Stories ad formats when it launched last January and has become a brand that many benchmark against when it comes to successfully harnessing the Facebook-owned app’s offering, with Instagram itself using the retailer’s strategy as a case study in order to lure other brands to the platform.

“When we recognise technology that can help our business, we fold in pretty quick,” Beighton said.

Now that its convinced on the value of Stories, the current tool under the spotlight is Instagram’s shopping-enabled adverts, which launched widely at the beginning of this year.

“On one level [Instagram Shopping] could turbo charge the experience for 20-somethings but on another level it could be a real threat,” admitted Beighton.

“We do know Instagram is one of the biggest channels for our customers, it’s much bigger than Facebook, so I’d go with the positive and think about how we can make it more intuitive and friction free for our customers.”

Its experiments on the digital channel come amid a wider review of its marketing costs. It didn’t give an exact figure but as a percentage of sales it stood at 5% versus 5.3% in the previous period. The savings were made as a result of “digital marketing efficiencies and a higher return on advertising spend,” said Beighton.

Though admitting the brand is on “every conceivable marketing channel”, Beighton said it is venturing offline, especially in other European markets. In the UK it ran its first out of home campaign to launch its Face and Body and Activewear lines while in France it took to TV and cinema for the first time with promising results.

“The combination of TV and cinema aren’t immediately relevant to the 20-something market in the UK but they are in the French market. But it’s an experiment,” he said.

In the US meanwhile, its PPC ad spend is under scrutiny with Beighton saying the rates “are up pretty dramatically” on various terms, though he didn’t go into detail on how it would mitigate that cost.

Overall, he said continued investments are enabling strong engagement levels across its customer base. Site visits increased by 25% year-on-year; average order frequency improved by 8%; average basket value increased by 2% alongside a 10 base point improvement in conversion.

Active customers are now at 16.5 million, representing a 17% increase since last year.

By Jennifer Faull

Sourced from THE DRUM

In News

How to Get Payback from Instagram?

April 11, 2018 No Comments

By Walter Moore

Choosing Instagram for business provides huge opportunities to reach 700 million potential followers who can positively impact your business fortune. Yes, the number of Instagram users crossed the 700 million mark almost a year ago. The most positive aspect of Instagram is the outlook of Instagrammers towards business. They are eager and ready to engage with it both within the app and beyond.

The business friendliness of the social media platform becomes evident from the fact that numerous business brands enjoy the interaction with 120 million users on the platform. This is great news for SEO because all Instagram business accounts carry links to the business websites that enjoy the patronage of the Instagram traffic. It thus becomes clear that Instagram can reinforce your SEO campaign and make it more effective. That 80 percent Instagram users track (follow) at least one business is the reason that more and more businesses are turning to Instagram as the chosen social media platform.

Connect with real people

Since followers are at the core of your Instagram performance, it is natural that people often go into overdrive to expand their fan base. While you can buy Instagram views that can prop up your business albeit artificially, garnering the attention of viewers organically would ensure that you interact with real people only. Unless you have meaningful interaction with real people, you can never derive the real gains for business. Only when people take an interest in your niche, build a relationship with you and engage with your content that you can develop a band of loyal followers that no bots can match.

For succeeding with Instagram, you must know your target audience and have the means of connecting with them. You must create powerful content that provides a meaningful way of building followers comprising of real people who can contribute to better business results. What you should do to develop real followers that can pay back to your business would become clear on going through the remaining part of this article.

Have a sound strategy for Instagram

To ensure that you can justify the returns on investment, you must have a good plan for using Instagram as a marketing platform. Be clear about what you want to achieve by using the platform, mostly it could be for boosting SEO so that you can devise suitable strategies for implementing the plan. It would point out the audience that you must target to fulfill your business goals.

Know what competitors are doing

By researching on what your competitors are doing, you could know what kind of realistic following you should expect. It would also help to know what kind of content would work for you, the frequency of posting content, what are the key industry hashtags including branded hashtags and more. You would also gain insight into how other businesses interact and engage with the audience that you are trying to reach.

Set goals

Set goals to achieve because it forms the foundation of the Instagram strategy. Consider your overall business and marketing strategy to get leads about how you must frame your Instagram strategy that aligns with the business goals. Whether you want to drive more traffic to websites, build brands or support the SEO and marketing campaign, the platform can support you well.

Give a purpose to your content

Create a compelling story that you can tell by using images that would give a purpose to the content and make it interesting. When there is a purpose behind the content, it creates engagement among the audience you target and would lead to sharing of content that opens the doors for would-be followers. You can share some inside information about your products, uphold how others perceive the brand or present the brand by showing how it has received the wholehearted acceptance of customers.

Engage in cross promotion

Since the purpose of taking your business on Instagram is to acquire high visibility that leads to increased followers, an easy way of doing it is to propagate your Instagram content and account on other social media channels through cross promotion. As you are likely to have business accounts on other social media platforms like Facebook, Twitter, etc. you must make those fans aware of your Instagram account. By mentioning your Instagram account on other social media platforms and by incentivizing them to visit your Instagram account, you can drive more followers to your account. You can even publish your Instagram posts on other channels.

Hashtags must be relevant

The hashtags have to be relevant to the industry niche or your business so that potential followers who are keen to engage with photos and content relevant to your business would be able to discover you. This would lead to the enrichment of the follower base. When creating hashtags make sure that you infuse enough originality into it that makes it exclusive for your business. Indeed, you must take a cue from popular hashtags by using the search function of Instagram, but you must add your creativity to it. However, you must avoid the lure of going overboard to create hashtags that can be quite weird. Also, avoid using gimmicks in hashtags that might momentarily seem profitable but would keep you away from engaging with real people meaningfully.

Drive people to your Instagram account from all channels of communication

You must not lose any opportunity to showcase your Instagram account and must use all communication tools at your disposal to drive more traffic to Instagram. Spread the Instagram links on all social media platforms and website as well as in online newsletters and e-mail signature so that whenever people visit those places, they know about your Instagram account. Since these people already know you, they would not hesitate to visit your Instagram account. Even providing Instagram links or hashtags in blog posts would further expand the horizon of followers that originate from the blogs.

How much advantage you get from Instagram depends on your capabilities of using the platform correctly.

By Walter Moore

Sourced from iamWIRE

In News

How to Win at Marketing Using a Hashtag

March 21, 2018 No Comments

A travel company has managed to stir up a lot of viral traffic with their hashtag. Watch and learn, people.

By MediaStreet Staff Writers

What do a dream wedding in New York, an adventure through the mountains of Sri Lanka and a family’s search for their roots in Scotland all have in common? All saw a hospitality professional going out of their way to make or save someone’s trip. And a holiday booking company use this mushy sequence of events with a hashtag to fire up social media views and get a great repsonse from them.

Booking.com call themselves the global leader in connecting travellers with the widest choice of incredible places to stay. Established in 1996 in Amsterdam, Booking.com B.V. has grown from a small Dutch start-up to one of the largest travel e-commerce companies in the world. Part of The Priceline Group (NASDAQ: BKNG), Booking.com now employs more than 17,000 employees in 198 offices in 70 countries worldwide.

So, what are they doing with their social media marketing? They are riding hastags like a showjumper would a prize horse.

They have had some great success with their recent hashtag #BookingHero. They asked people to share their travel stories using the hashtag. The best story won travel prizes and big kudos online.

Following thousands of submissions via social media, Booking.com selected the three most touching and inspiring accounts of hospitality professionals going above and beyond to create unique and unforgettable travel experiences for their guests.

The customers were then flown back to say thank you to the person who saved their trips. Here are the stories.

The point isn’t the stories though. The point is that real people’s journeys made the hashtag come alive and generate traffic for booking.com. In fact, the call out for submissions via social media has been so successsful that Booking.com is now using the hashtag to extend the social media campaign with long-form video content that extends the #BookingHero message, with TV to follow.

According to recent research conducted by Booking.com across 25 markets in 2017, a personal connection is essential for many travellers with 29% saying that an accommodation feeling like home is key and 24% sharing that a welcoming host is a make or break factor during the first 24 hours of their trip.

Said Pepijn Rijvers, Chief Marketing Officer, Booking.com. “These stories beautifully demonstrate that an amazing trip is about more than simply finding the right destination or the perfect accommodation– it’s also about the people you meet along the way which truly make for an unforgettable journey. And that’s what travel is all about.”

And for the company, it is about finding the right hashtag and getting it to go viral.

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In News

Uh-Oh. How Do We Mobile-Advertise to Gen-Z When They Don’t Like Their Phones That Much?

March 20, 2018 No Comments

Gen Z use their phones a lot, but are relieved when they are taken away. So how do marketers reach this age group if they have a love/hate relationship with their smartphones?

By MediaStreet Staff Writers

Members of Generation Z are relieved when placed in a situation where they are unable to access their smartphones for several weeks. This is according to a new study conducted by Screen Education, a non-profit organisation that addresses smartphone addiction.

The study involved participants aged from 12 to 16, who spent 2-4 weeks at Camp Livingston during the summer of 2017. Because Camp Livingston does not permit its campers to bring smartphones with them, they are an ideal group for conducting research about refraining from smartphone use.

According to Michael Mercier, President of Screen Education, “Many children said they have become overwhelmed by their smartphones. They no longer can keep up with all their notifications, and they are burdened by the ‘drama’ they encounter through social media via their smartphones. Consequently, they were relieved to be separated from their smartphones because it eliminated that stress.”

This relief was reflected in a survey conducted with the campers after they had returned home. The campers were asked the extent to which they experienced feelings of gladness and frustration from being without their phones. “A large number − 92% − experienced gladness, while only 41% felt any frustration. We had expected the opposite,” said Mercier.

When asked what their experience would have been like if they had been allowed to bring their phones to camp, campers revealed just how severe smartphone addiction is among their age group. “They almost unanimously admitted they would have spent the entire time on their phones,” recounts Max Yamson, Executive Director of Camp Livingston. “They said they would not have formed deep relationships with the staff and fellow campers, would not have connected with their surroundings and nature on the same level, and would not have engaged as much in recreational activities.”

According to Yamson, “The study shows that the campers were glad to have left their phones behind so that they could experience a deeper level of engagement.”

“The research also revealed a stunning insight,” said Mercier. “Many campers discussed the experience of face-to-face communication as though it were a novel one. They exhibited a sense of discovery at learning that face-to-face communication is far superior to screen communication when it comes to building friendships and getting to know other people.”

Yamson added, “One camper said that in four short weeks she got to know her friends at camp better than she knows some of her friends at home – because she mostly communicates with her friends at home through screens.”

Other key findings include:

92% said it was beneficial to have gone without their phones while at camp
83% considered having gone without their phones for several weeks to be an important life experience
35% were successful at curbing their smartphone use after leaving camp
17% tried to influence a friend to spend less time on their phone after leaving camp

The researchers plan to follow this study up with additional research during the summer of 2018.

Marketers trying to catch the attention of this demographic may need to think carefully about how they approach mobile advertising for this generation of digital natives. It’s another day in the life of modern media.

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In News

A New App Can Create Facebook Ads Without the Cost

March 16, 2018 No Comments

This handy app can help you create ads with impact but with very little effort.

By MediaStreet Staff Writers

An app called Plotaverse helps marketers to create great ads without the dreaded and costly content creation process. Quickly bypassing established app giants, the young startup’s iOS app made the list of Facebook’s top 10 mobile apps.

The photo app’s animation features allow businesses of any calibre to create impactful ads fast and on a budget. More or less, you can choose from many artistically appealling gifs and put your message over them. The artwork on the site is truly eye-catching.

But how did Plotaverse’s 8 months old mobile app manage to disrupt visual advertising, going up against 8 billion video views a day on Facebook alone?

Images animated with Plotaverse, formerly known as Plotagraph, are the key to its success. The app ads movement to any single still photo. This creates ads that stand out in saturated media feeds.

Brands like Coca Cola, Wella, Chevrolet and Red Bull were seen boosting their brand with captivating Plotagraphs. There is no need for video, multiple photos or video editing skills to turn a photograph into a Plotagraph. Users of any skill level can quickly animate and post uniquely moving images to their business and social page.

On Instagram and Facebook, Plotagraphs have proven to attract up to 5 times the amount of views and engagement than surrounding images.

Every day, 4.5 million business pages on Facebook are trying to cut through 1.32 billion daily active users according to WordStream. As expected, Adobe’s titan apps, Photoshop Express and Spark Post head Facebook’s list of Photo Enhancing apps. But the tiny startup’s photo animation app has unexpectedly spearheaded the looping content industry.

To check it out, click here

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In News

Why Facebook Video Ads Should Only be Just Six Seconds Long

March 12, 2018 No Comments

Facebook is now the most popular places that advertisers are putting their video ads, even beating YouTube.

By MediaStreet Staff Writers

Top marketers know that digital video is one of the most powerful tools to increase consumer engagement and brand loyalty. In fact, according to a new study from Clinch, brand marketers are ramping up their production of digital videos with an emphasis on creating campaigns specifically for Facebook and YouTube.

The study found that 78 percent of marketers plan to increase their production of video ads in 2018, while only 43 percent of marketers plan to increase their production of static banner ads this year.

Social is Video

When it comes to digital video campaigns, Facebook reigns supreme, representing 46 percent of all video ads produced. When adding Facebook-owned Instagram into the mix, this number leaps to 74 percent. YouTube comes in a close second at 41 percent.

Says Oz Etzioni, CEO of Clinch, “It’s no secret that Facebook and YouTube dominate the digital media landscape and we don’t expect this to slow down, particularly with the Facebook algorithm change which requires brands to pay in order to be seen. In 2018 brands will increase spend and leverage the rich data that these platforms provide. However, the data and platform are just two pieces of the puzzle. Creative is the critical third piece. If brands aren’t uniquely tailoring their creative specifically for each platform and by audience, opportunities will be missed and ROI will be lowered.”

Nearly three quarters of marketers are adopting online video from their TV commercials. 44 percent indicated that they don’t shorten commercials for each platform’s suggested length. While TV ads remain a critical source of video content, the user experience of each social platform is very different than traditional TV. For example, TV ads are 15 to 30 seconds long but Facebook and YouTube recommend six-second videos.

Etzioni continued, “We were really surprised to learn that marketers were taking a one size fits all approach to video. In 2018, marketers will awaken to the fact that investment in creative will increase ROI and personalisation at scale, and will become the norm for digital video as it has become for static ads.”

Defining Social Personalisation

While 50 percent of respondents say they personalise their video campaigns, brands can be doing a lot more. Those that are personalising their creatives based on data are seeing big results. Nearly 90 percent of respondents who have customised Facebook or YouTube video ads reported seeing benefits. Furthermore, 70 percent of those who customise said that they have seen improvements in their key performance indicators (KPIs).

According to Etzioni, in the next few months, the definition of personalisation will change. “Rather than creating a handful of versions – one for men, one for women, one for the East Coast and one for the West Coast, we expect brands to be using data insights to personalise at scale. This means hundreds if not thousands of versions of videos where the message and creative is tailored to their specific needs and interests. This will create a more meaningful experience for the consumer and transform video campaigns from simply brand awareness to direct response opportunities,”

The full report, “How Leading Brand Marketers are Using Personalised Video to Drive Sales,” is available for download here.

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In News

5 Social Media Marketing Trends to Watch Out For in 2018

March 5, 2018 No Comments

Make sure to keep an eye out for these five social media marketing trends that are taking over the digital marketing world in the upcoming year.

Did you know that on an average, we scroll through at least 300 feet (90 meters) of content daily? Not every brand’s campaign grabs our attention. It is a difficult and competitive game, as brands are trying harder to grab our attention, while our attention span has been reduced to a mere eight seconds. Brand strategy in the coming years will try more than ever to connect with their audiences across a variety of social platforms. It becomes imperative that your campaign works, more so taking into account the speed of feed. We have curated a list of five trends that we believe will impact your social media strategy in 2018.

Adopt Chatbots

https://giphy.com/gifs/11FyVJOvLleR5S

Gone are the days when chatbots meant unresponsive, hilarious and outright ridiculous software. Today, chatbots can do a lot more than just solve customer issues or order pizza for you. Various studies state that 20% of business content could be machine generated by next year. When we teach machines how to create authentic and engaging stories, the potential for advertising and marketing will become multifold. Chatbots interact with the users and deliver the solutions that they are looking for at the speed of light. Bots are developing to become smarter and empathetic. This engagement feels personal, from the user’s perspective. Chatbots are definitely a must-try social media marketing strategy in 2018 for your business.

Momentary content makes for good engagement:

Snapchat was the early adopter of momentary content. Instagram and Facebook followed suit, owing to the huge popularity of Stories format in a short time. These content are ephemeral and disappear in 24 hours. Brands are creating a whole new digital marketing strategy for their momentary content marketing. Having your stories appear at the very top of your follower’s feed keeps your brand at the top of their mind. Many brands do a live story session with a subject matter expert. This helps the user look out for the brand more so as to not miss an informative session. Ephemeral content marketing strategy is something that you should try in 2018!

Augmented reality boom

Augmented reality blurs the line between reality and computer-generated content by enhancing what we see, and hear. The adoption of augmented reality on mobile phones is a quick and easy way for brands to reach their target audience. Many brands are taking their products right inside the homes of users through exclusive filters. IKEA has released an app called Place which allows users to preview how the furniture would look in their homes before they buy. As more people get warmed up to augmented reality, more people will start to feel like they are missing out on things and want to become a part of it. However, you would also have to check where your strategy fits. Make sure your AR adds value for the user and don’t simply create one for the sake of it.

Influencers are here to stay

Influencer marketing has grown so much over the last two years that the popularity has made it difficult to know whom to trust. Consumers expect genuine reviews from genuine influencers. Brands must seek to work with relevant influencers with industry background or knowledge. Viewers are already bored of seeing brands engage popular influencers who promote teeth whitening and a mobile phone app with the same vigor. In 2018, try and create worthwhile relationships with influencers and maintain them. Influencer marketing is going to become more authentic with brands moving to real experts instead of social influencers.

Make more videos

We are addicted to mobile phones, and we love our videos. In 2017, 90% of the most shared content on social media was in video format. If you are not using videos yet, you will have to quickly start using them and master the art of capturing the user’s attention in the first 3 seconds. Video is the quickest and the closest way you will come face to face with your target audience. As with everything, you need to have a clear strategy before creating a video. Taking advantage of Facebook Live and Instagram Live is also a smart strategy. Ensure that the video is of the highest quality and engaging. You will also have to consider making the best design and make sure to add subtitles to attract users when they are watching with sound off.

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In News

Majority of Travelers Use Review Sites Before Booking

March 2, 2018 No Comments

It’s all about the reviews, so make sure yours are good.

By MediaStreet Staff Writers

More than three quarters of travellers use review sites such as Yelp and Trip Advisor to conduct research prior to booking services.

This is according to a survey conducted by The GO Group, an international ground transportation provider.

The respondents were asked about site usage for accommodations, activities, events and ground transportation.

When asked about use of sites for hotels and other accommodations, 13% of respondents said they always check sites; 31% said they do so frequently, 34% said sometimes and 22% said never.

Fifteen percent said they always check sites for reviews about tours and activities; 25% and 34% said they do so frequently and sometimes, respectively. The results for checking on attractions and venues were similar were about the same.

Fewer people use review sites for ground transportation. Only 10% percent said always they did so; 23% said frequently and 40% replied sometimes.

The survey also asked how many people post on review sites. Just three percent said they always posted on the sites, nine percent do so frequently; 40% post sometimes and 26 % responded they have never posted on a review site.

“In addition to or even in lieu of obtaining information and referrals from close friends and family, more people are opting to use content generated by strangers as a guide for booking travel experiences, says John McCarthy, president, GO Group. “As reliance on online review sites continues to grow, it behooves all of us in the travel-related industries industry to regularly review and respond to posts, and monitor them for potential customer services issues.”

The GO Group LLC is the nation’s largest airport transportation provider, offering shared rides, private vehicles, sedans, charters and tours, serving some 90 airports in North America, Mexico, the Caribbean and Europe and transporting more than 13 million passengers per year.

This study shows just how much babysitting and care you need to put into your online reviews. Like you don’t already have enough to do!

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In News

High Impact Digital Marketing Tips to Sell More

February 27, 2018 No Comments

If you have a sales event coming up, like the end-of-season sales, then here are the tips you need to know.

By MediaStreet Staff Writers

The actual benefits of designing commercial strategies around events like America’s Black Friday or China’s Singles Day improve market platforms and strengthen the domestic economic market because it’s a great opportunity to encourage consumption and sales.

On Black Friday, for example, thousands of companies from different industries tag along with the commercial event and offer large discounts on their goods and services. However, competition is rife. An offer can lose its meaning when another company offers a better one, and what’s more, businesses must not only participate in Black Friday, but really know how to stand out and attract consumers.

So how do you as a marketer get your business to stand out?

Here are some tips from Adext. They deploy and optimise online advertising campaigns on Google, Facebook, Instagram and thousands of websites to increase the sales of SMEs that have limited resources for the activities.

1) Plan a strategy: It’s not enough to offer irresistible discounts on events like Black Friday… You need a promotion strategy with a clear action plan and execution dates. You must be clear on what discounts and incentives you’ll promote, how you’re going to put them across, the digital platforms you’ll use, who you’ll target, when and why. The what, how, where, when and why questions are key to developing any action plan. Come up with answers to them while always keeping the goal you want to achieve in mind. In this case, it’s sales.

2) Research your competition and make sure to offer something really attractive: You could offer a 10% discount, but if your main competitor offers 25%… You can imagine the outcome. If you want to take the lead, look at what they’re doing and ask yourself how you can beat their discount and/or add more value (without affecting your profit margins). You could give your prospects something of value like a gift for their loyalty, or an extra incentive for them to buy more. Also, don’t forget to let your imagination roam and build your offer or promotion around a creative concept.

3) Build Anticipation: Teaser campaigns are wonderful for building your target audience’s curiosity. Don’t reveal your discounts, offers or incentives too soon… Let your prospects discover what they are as anticipation builds. They should be interested and intrigued to find out what you’ll offer them on your sales event day. There are several examples of clever, catchy strategies where they invite their prospects to go to Snapchat to discover what the 10 star products reduced to €10 are.

4) Send your prospects emails: You can send a few emails before the big sales day (to build anticipation), and other reminders before the day arrives.

Here are three tips to make your email marketing campaign a success:

Make sure to add an attention-grabbing title or subject line to your email. An email subject line you see all the time, like “Check out our discounts!” will go unnoticed. But if you can entice the reader with something like “I don’t want to freak you out, but you’ll regret it if you don’t take advantage of this” will definitely pique their curiosity and make your open rates go up.
Once they open your email, there must be something of interest for them to look at and read… The body of the email must be pleasant to look at, and easy to read and scan. Use short paragraphs, bold letters, headlines, subtitles, vignettes, images, and of course: good copywriting.
Add a CTA (Call-To-Action), where you specify what you want the reader to do once they’ve read your email. For example, you might write: “Our discounted products will be available in store until we’re out of stock. We’ll be ready to serve you when you arrive” or “Buy your Christmas gifts NOW and make sure you don’t get burned in January”. This action-oriented copy should stand out on the page. And if you have an online store, add a link to it.

5) Take advantage of the power of social networks: There is no doubt that you need to be where consumers spend most of their time. Where’s that? In this digital world, it’s on social media. Join the conversation and interact with your audience. Include the most relevant hashtags (e.g. #Black Friday or #SinglesDay or #Summersales) on your posts, so that prospects looking for discounts and deals can easily find you.

6) Let digital advertising bring you the clients you need: Digital advertising no longer has to be complicated. And it can give you the results you’re hoping for. Adext is the first Artificial Intelligence platform in the digital advertising space that can automate the entire process of creating, managing and optimising your ad campaigns on Google, Facebook and Instagram.

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In News

Influencers are Earning Billions in the New Creative Economy

February 26, 2018 No Comments

The new study highlights that the huge economic impact is just “tip of the iceberg” with independent creators.

By MediaStreet Staff Writers

So here it is, another study from the USA about the power of the new economy. While it doesn’t feature what Europeans are doing, we can use the information to see just how fast the new creative economy is moving. Put it this way: that horse has bolted.

The new report released by the Re:Create Coalition finds that 14.8 million independent, American creators earned a baseline of almost $6 billion from posting their music, videos, art, crafts and other works online in 2016. The research is only a snapshot of the entire New Creative Economy, analysing just some of the biggest online platforms: Amazon Publishing, eBay, Etsy, Instagram, Shapeways, Tumblr, Twitch, WordPress and YouTube.

Despite the study being conducted in the USA, YouTube’s top earner is British. Daniel Middleton (DanTDM) brought in $16.5 million in 2017 alone. 26-year-old Dan, otherwise known as TheDiamondMinecart, posts daily reviews and gameplay videos plus some other silliness that kids love.

“Before the internet, a creator was forced to rely on traditional gatekeepers like movie studios and the recording industry to be successful. Today, anyone with a creative idea and a wifi signal can be successful and make money on the internet, reaching millions of people around the globe almost instantly,” said Re:Create Executive Director Joshua Lamel. “This analysis is just the tip of the iceberg when it comes to understanding the full economic impact of the New Creative Economy. However, its findings demonstrate that millions of Americans rely on the balanced copyright policies that support internet platforms like YouTube, Instagram and Etsy in order to earn billions of dollars from their creative work.”

Selena Gomez is the number one person on Instagram, with close to 70 million followers, more than any other celebrity.

Said study author Dr. Robert Shapiro, “The development of this multi-million user network and multi-billion dollar ecosystem for independent new creators reflects the power of the internet. Even with these highly conservative estimates, this study demonstrates the economic power of the new creative economy and its enormous potential for continued growth.”

For each platform, only a single component of how users can earn income was studied, due to limited public data and insufficient information. Independent creators earn billions of dollars each year online through website ads, sponsorship/influencer compensation, social media traffic, direct sales and other methods, but this study analysed only one revenue-sharing model per platform.

For the full report is here.

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