“Data-driven decisions” can seem like just another buzzword in the world of content creation. However, leveraging analytical insights can be the pivotal factor between resounding success and embarrassing failure for a content creator. While traditional media has long relied on market research to understand audience needs, validate decisions, and target specific demographics, content creators can also benefit immensely from adopting these practices. By embracing market research, creators can gain invaluable insights towards sustainable growth and enduring success. 

Your Audience is Your Greatest Resource

Creators may sometimes feel uncertain about asking their audience for input or support, even knowing that their audiences would provide valuable insights. It’s important to remember though, that by actively engaging with a creator’s audience in the form of soliciting feedback, that creator has also made their audience members feel valued and included in the process of content creation. As a result, fans feel a deeper connection to the content and a sense of ownership over its direction when creators actively seek their input.

Moreover, when creators act on this feedback, fans are more likely to become loyal supporters, driving greater engagement and growth. With a former client of mine, we asked a single question of “would you be interested in this potential new perk” and the positive response led to a nearly $1,000/month net income increase on Patreon. Through another client’s larger audience survey, we successfully launched four merch items for the winter holidays, all of which sold out. Asking about new perks or items previewed the idea for fans, increased demand, and contributed to successful launches.

Counter to that though, when creators neglect to seek input from their audiences or conduct even basic market research, they risk investing valuable time and resources into projects that fail to resonate with their audience. If a creator isn’t willing to ask their audiences what they want, that creator might try to launch projects fans don't want, may appear out of touch with their audience, or could jeopardize any standing goodwill they might have had with paid and free members they already had. A disconnect between what the creator thinks their fans want and what those fans actually want can lead to more than just a momentary mismatch of desires but to a reassessment of the fandom altogether.

Audience insights can elucidate opportunities for creators, ranging from identifying niche topics of interest to understanding the most effective monetization strategies. By listening to their audience, creators can tailor their content to meet the exact needs and preferences of their fan bases, resulting in increased viewership, engagement, and ultimately, revenue.

Market Research Beyond Fan Feedback

While asking fans what they want is crucial, it's just one aspect of effective market research for creators. In addition to direct responses, it’s essential to compare with existing data and best practices. Utilizing audience data from platforms like YouTube Analytics and tapping into the psychology of audience behavior provides insights into how different demographics engage with content and express their interest in those topics. Knowing which fans are likely to engage by spending money also allows creators to tailor merchandising and marketing efforts to better resonate with audience desires and motivations. Additionally, having data on the most engaged audiences can allow pitches to brands and advertisers to specifically target the interests of the existing audience.

And with market research, let’s not reinvent the wheel either - It’s important to look at what is and isn’t successful for other creators. To assess what might work in a given content or platform vertical, creators should identify peer, near-peer, and aspirational-peer creators to see what is driving their success and what can be improved. By leveraging a combination of direct feedback, existing data, and industry insights, creators can make informed decisions that resonate with their audience's preferences and drive sustainable growth.

The Only Failure is Not Trying

After hopefully convincing you that market research and audience surveys are vital components of long-term creator success, it’s worth acknowledging that not all creators possess the expertise or bandwidth to conduct this type of analysis. This is where Springboard Creator Consulting comes in. With over a decade of surveying and data analysis experience and a proven track record of success, I offer creators the expert insights and data-driven solutions they need to grow and thrive in a competitive creator landscape.

With over a decade of experience in surveys and data analysis, I've helped numerous creators achieve sustainable growth and success. My approach is grounded in personalized strategies aligned with each creator's unique goals and aspirations. If you're ready to push your creation and income opportunities to the next level, let's work together to unlock the full potential of your content and achieve your objectives!

As a Tom Scott viewer, I had been aware of his upcoming farewell video for many months. When I watched that video, I realized just how impactful this move was going to be for the creator economy and the influx of Content Creator Retirees we should expect in the coming year.

The phrase “Creator Economy” didn’t make a public emergence until early 2009, yet in the last year, the creator economy has been estimated to include more than 200 million active creators and $100 billion globally. In the next three years, it’s expected to double in size. In a fast-growing field, why would more creators want to retire, how can all creators enable themselves to have long and sustainable careers, and how can creators turn the retiring of colleagues into growth opportunities?

In addition to Tom Scott, MatPat, host of the Theorist channels, recently announced his upcoming departure from YouTube. While I appreciated Mat’s nod to Tom as well, I have no doubt this has weighed heavily on his mind for many months, if not years. If anything, the matched independent assessment and conclusion of the creator landscape by two major and established creators shows that now is very much a perfect storm of reasons why a creator may choose this year to retire from content creation.

The Perfect Storm

The contributing causes of these retirements are likely numerous and interconnected. Over the last several years, the creator community has experienced significant flux in revenue streams, posing a substantial challenge for creators seeking robust and stable income sources. The unpredictability of Adsense and other fluctuating income models adds stress to the creator's life. Moreover, establishing new revenue streams often demands more startup funds than many creators possess. Even with companies offering startup funds, creators are increasingly wary, having witnessed the havoc wreaked by poorly managed MCNs in the past.

Another notable trend is the rise of B2B consulting and work within the creator economy. Creators are increasingly leveraging their creative-adjacent expertise to establish their own consulting and management companies. This shift not only offers diversification but also presents an alternative career trajectory for seasoned creators.

Additionally, the shifting focus of audience attention across platforms has introduced new challenges. Each platform prioritizes different content elements, necessitating constant optimization. This shift, coupled with platforms making it harder to connect meaningfully with decentralized audiences, creates additional complications for content creators. Moreover, creative burnout looms larger when creators are forced to divert their focus from the creative process to non-creative aspects like platform and income strategy. As branded content changes, especially with the rise of microinfluencers and TikTok Shop, creators are dealing with an increasingly crowded space.

And of course, there are likely many other reasons that any individual creator might personally consider in their reasons for retiring. Certainly, I hope positive reasons will outweigh negative reasons for any retiring creator, but it’s also easy to see how the elimination of the above concerns might be a positive enough reason in itself to make retirement an appealing option. But not everyone wants to fly off into the literal sunset for their next chapter, so what are those who want to stick around on the platforms to do with all of this information?

What about thriving instead of retiring?

Even though we can expect to see more retirements from content creation throughout the upcoming months and years, the creator economy still has dozens of examples of “the old guard” of YouTube sticking around and thriving throughout the years. We’ve seen Philip DeFranco make versions of approximately the same show for 17 years with much success. The vlogbrothers expanded on their original videos into now one of the larger creator-founded companies, but still maintain their bi-weekly videos on the channel which started it all. WheezyWaiter started making videos in 2007 and was still experimenting with content in 2018 enough to skyrocket views and ultimately increase his subscribers immensely.

There are plenty of examples of creators who have forged paths in creation, landed somewhere sustainable, and want to keep on thriving! For current and upcoming creators, continuing the creative journey requires a strategic approach by honestly assessing pain points and identifying the best opportunities for growth, sustainability, and diversification. 

Firstly, outsourcing non-creative and draining tasks as soon as financially feasible reduces burnout risks. There are aspects of running a content business that cost far more than their time, and prioritizing the well-being of the creator(s) is paramount. Additionally, leveraging data-driven strategies, gathering specific audience feedback, and implementing best practices establish varied income streams with higher stability levels. These steps empower creators to navigate the evolving landscape and build enduring careers.

Finally, owning your audience involves collecting contact information, such as email, and creating a thriving centralized community to combat audience decentralization. And I hope with that knowledge, you’ll also be excited to add your email address to my company email list, where I hope to share insights about the creator economy on a monthly-ish basis.

Now What?

In the ever-evolving landscape of online content creation, retirements like those of Tom Scott and MatPat highlight both the challenges and opportunities creators face. The perfect storm of factors, from fluctuating revenue streams to the changing dynamics of branded content, may prompt reflection on the sustainability of a creator's career. However, within this storm lies a silver lining – a chance for creators to reassess, strategize, and forge new paths. By acknowledging pain points, utilizing data-driven strategies, and focusing on opportunities, creators can not only weather the storm but also thrive independently. As creators everywhere bid farewell to some, we welcome a new era where resilience, adaptability, and strategic planning pave the way for enduring success in the vast landscape of the creator economy. For those seeking guidance in navigating these changes, Springboard Creator Consulting stands ready to help turn your challenges into opportunities and your opportunities into successes.